Missed opportunities? : reaching the ethnic consumer market
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Date
2007-03Author
Bent, Richard
Seaman, Claire
Emslie, Lisa
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Bent, R., Seaman, C. & Emslie, L. (2007) Missed opportunities? : reaching the ethnic consumer market, International Journal of Consumer Studies, vol. 31, , pp. 168-173,
Abstract
Changing population demographics within the UK have become a source of increased interest to marketers as companies have realized the importance of targeting their products
and advertising efforts towards minority and ethnic groups. In addition, as the UK's ethnic minorities grow in both numbers and in terms of prosperity, so does the commercial significance of this market. A clearer understanding of both the nature of changing markets
and the relative importance of different minority ethnic groups as consumers is imperative to facilitate both consumer understanding and business development; marketers need to understand better how to target these people, what they have in common with the mainstream and where the differences lie. This paper seeks to describe current understanding of ethnic consumers and their impact on the marketplace while highlighting an area where
future research is potentially of considerable benefit.