Developing ethnicity as a segmentation criterion : an alternative approach

![CDATA[This paper extends the discussion on whether to use ethnicity as a segmentation criterion, and if so, how. It criticises the use of simple demographic definitions of ethnicity as a basis for identifying ethnic groups, as well as the use of such dimensions to screen and select target groups. Following a review of the limitations of demographic approaches, the need to include self-ascription to strengthen the segmentation criterion is argued. This refinement turns attention to indicators that can be used to screen and rank ethnic groups in terms of their potential market attractiveness, encompassing the group’s measurability, accessibility, stability and substantiality.]]