Cross-cultural issues in domestic ethnic marketing : an approach to address a research gap

![CDATA[A growing international literature discusses how to market to ‘ethnic consumers’ within ethnically diverse countries. While the ability to research and apply findings from ethnic groups in one country to another has long been the subject of cross-cultural research protocols, within a country such protocols appear a neglected dimension. Failure to attend to the cross-cultural implications for studying the consumer behaviour of ethnic consumers within a country questions both the way in which ethnic consumers are segmented and the ability to generalise findings on how and when to reach ethnic consumers using a targeted approach based on their ethnic identity. This paper expands the basis for this criticism and proposes a research framework that is intended to generate segments based on ethnicity that are more robust in terms of homogeneity and size.]]