Segmentation using ethnicity and the inadequacy of conceptual frameworks

Guilherme D. Pires; John Stanton; Sharon Purchase

Segmentation using ethnicity and the inadequacy of conceptual frameworks

Guilherme D. Pires, John Stanton, Sharon Purchase

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

The dominant approach used to operationalise the concept of ethnicity for segmentation purposes is argued to be flawed. After reviewing the reasons for segmentation and its attendant conditions, the inability of various concepts of ethnicity to provide a basis consistent with segmentation needs is considered. Limitations in the conceptual frameworks proposed for using ethnicity to operationally segment markets are identified and an alternative foundation for targeting is proposed.

Original language	English
Title of host publication	ANZMAC 2005 Conference: Broadening the Boundaries
Publisher	University of Western Australia
Number of pages	9
ISBN (Electronic)	0646455028
ISBN (Print)	064645546X
Publication status	Published - 2005
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

ethnic groups
marketing
market segmentation

Cite this

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title = "Segmentation using ethnicity and the inadequacy of conceptual frameworks",

abstract = "The dominant approach used to operationalise the concept of ethnicity for segmentation purposes is argued to be flawed. After reviewing the reasons for segmentation and its attendant conditions, the inability of various concepts of ethnicity to provide a basis consistent with segmentation needs is considered. Limitations in the conceptual frameworks proposed for using ethnicity to operationally segment markets are identified and an alternative foundation for targeting is proposed.",

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T1 - Segmentation using ethnicity and the inadequacy of conceptual frameworks

AU - Pires, Guilherme D.

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AU - Purchase, Sharon

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AB - The dominant approach used to operationalise the concept of ethnicity for segmentation purposes is argued to be flawed. After reviewing the reasons for segmentation and its attendant conditions, the inability of various concepts of ethnicity to provide a basis consistent with segmentation needs is considered. Limitations in the conceptual frameworks proposed for using ethnicity to operationally segment markets are identified and an alternative foundation for targeting is proposed.

KW - ethnic groups

KW - marketing

KW - market segmentation

UR - http://handle.uws.edu.au:8081/1959.7/44859

M3 - Conference Paper

SN - 064645546X

BT - ANZMAC 2005 Conference: Broadening the Boundaries

PB - University of Western Australia

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Segmentation using ethnicity and the inadequacy of conceptual frameworks

Abstract

Conference

Keywords

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Cite this