Market segmentation based on level of acculturation

Abstract

In recent years companies have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Globally, regional cultures have become more pronounced as waves of new immigration have begun to change the landscape for marketers. This paper examines the growing impact of immigrants in Europe and offers an American example of how to penetrate these emerging market segments. Of all the ethnic groups in the USA, Hispanic‐Americans are the fastest growing segment and the largest ethnic minority group. In Europe new immigrant groups are beginning to impact the economic, social and political scene. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un‐acculturated minorities. Today, it is essential that marketers divide their markets by country of origin and by level of acculturation.

Citation

Palumbo, F.A. and Teich, I. (2004), "Market segmentation based on level of acculturation", Marketing Intelligence & Planning, Vol. 22 No. 4, pp. 472-484. https://doi.org/10.1108/02634500410542761