It would appear that the world is in the throes of another age of mass migration. Today, 190 million people live outside the country of their birth. Societies are becoming multicultural in a way that they have never been before. For marketers and researchers, the need to reach and understand the great variety of ethnicities in the developed countries of the world poses issues of considerable delicacy. It is as important to think in-culture at the design stage and to understand the role of culture in the analysis stage as it is to be familiar with the effects of question order bias or wording bias. Research in an era of ethnic diversity requires skill, knowledge and sensitivity beyond the norms of yesteryear. But without training in the basic skills of good research combined with intelligent career development, we will struggle to achieve even those results.
Are we on the way to a better world? Of great significance here is the development in public opinion. Being concerned about what is happening to our environment is one thing, but what can we do about it? The acid test is of course the changes we make in our actual behaviour. Are people consciously dealing differently with resources, or are changes in behaviour only real if people -just like the players in the business world - have almost no options to do anything else? Research into public opinion and actual behaviour will therefore become more important. However, other social issues, such as ageing, social inclusion and ethnic developments will also demand more attention. In this edition of Research World we look primarily at giving people a stronger voice.
The paper describes a qualitative study of ethnic and Muslim Danes' values, including how the two cultural groups see and expect to be seen by each other. The research focuses on intercultural misunderstandings between ethnic and Muslim Danes that may explain conflicts such as the Mohammed controversy, and might constitute a barrier to integration. Methodological reflections are presented along with reflections regarding both the basis for and results of the research.
Drawing on U.S. census data and primary research recently conducted among Hispanic consumers in the United States by TNS Market Development, this paper uses a systematic transcultural marketing approach to highlight critical demographic, sociographic, marketing and psychographic determinants of this niche of almost 34 million consumers. Discussion is provided of the various adaptations a marketing focused approach of this sort would require of communications strategies in order to target relevant and persuasive communications against an ethnic market with the consumer characteristics that are presented. The paper concludes that a systematic transcultural marketing-focused approach such as the one presented can serve as a model for developing programs in other countries in which ethnic marketing is a potential market opportunity.
This paper discusses what some cynics in the United States call the Internet, the World White Web. Much has been said about the perceived American stereotypical netizen: is Caucasian, upper-income, and college-educated. Is the Internet about race, is it segregation in cyberspace or like America, is it becoming a digital melting pot?
This paper's main argument is that 'ethnic' and other forms of specific target marketing offer an opportunity for marketing efforts to be precise, relevant and coherent to suit various consumer search behavior patterns. Personal care products address the most potentially sensitive differences between individuals (highly visible differences as well as more subtle ones). We will show how marketing strategies can gain in consistency and success thanks to the demands of very specific target groups and the ensuing opportunity for empathy marketing.
Through a case study approach, the paper shows how analysis of publicly available quantitative data can be combined with original qualitative research to yield insight into marketing issues. Using Australia as a case study, the aim of the paper is to investigate the contribution of various factors to the sense of national identity held by the inhabitants of a country. This paper shows the role played by ethnicity and related items, whether a clear national identity can in fact exist in such circumstances, and the implications of the findings for marketers in Australia.
This paper deals with the relationship between two issues: ethnicity and its impact on everyday life; and the relationship of brand affinity to perceived ethnic origins. The fieldwork was conducted by means of an Internet survey and the results are examined in the context of studies on acculturation and brand loyalty.
This volume includes papers devoted to the following subjects: the role of ethnicity as it relates to a national identity; global/cultural awareness; new influences on a culture. Additionally, we have the treat of understanding trend sharing across previously-named enemy lines, and even unprecedented youth empowerment. All of this will be cast against the backdrop of unique cultural integration of messaging and packaging.
This paper presents findings from an extensive research project conducted by MTV Networks during the summer of 1999 to broaden its understanding of young ethnic consumers. Quantitative and qualitative research with white, African American, and Latino 6 - 17 year olds revealed perceptions of gender and ethnic differences, as well as other important social issues of relevance to them. As the population in the United States becomes more and more ethnically diverse, the television landscape becomes increasingly competitive, and as Nickelodeon and MTV continue to expand their brands into businesses beyond television it is more important than ever to maintain a solid understanding of the target audience.
This paper describes and explains ethnic diversity within South Africa, and how this translates in terms of cultural adaptation, differences and change pre and post apartheid, and potentially in the future. The hypothesis presented is that ethnicity plays a significant role in a consumers' definition of self. This appears to become overshadowed by a need for individual expression, status, progression and recognition as a person moves up a typical needs hierarchy. Furthermore ethnicity may again emerge as a key definer of self at the point of self-actualisation, although this is an active choice rather than a predetermined default.