ETHNICITY AND ITS ROLE IN MARKET SEGMENTATION
Abstract
Segmentation research in marketing has generated much debate about which variables should be used and the extent to which markets can be segmented. One variable which has not received much attention is ethnicity. Awareness of one's ethnic background is becoming increasingly apparent, both in the United States and elsewhere. Logit and probit analyses are applied to data gathered from ethnically destinct groups living in the Republic of South Afica to test the effect of ethnicity on the purchase behavior of frequently bought consumer products. The results indicate that ethnicity influences behavior in the South African market place, but that this influence diminishes with increased urbanization. Despite its significance as an explanatory variable ethnicity's importance is found to be limited when compared to more commonly used demographic variables.
Degree
Ph.D.
Subject Area
Marketing
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