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| Author: | Pankhania, A. Lee, N. Hooley, G. |
| Title: | Within-country ethnic differences and product positioning: a comparison of the perception of two British sub-cultures |
| Journal: | Journal of Strategic Marketing
2007 : MAY-JUL, VOL. 15:2-3, p. 121-138 |
| Index terms: | culture marketing strategy positioning statistical methods |
| Language: | eng |
| Abstract: | Differences in consumer behaviour between ethnic groups within countries haven't received much attention. This article investigates the effect of within-country ethnic differences on brand positioning, using the UK automobile industry as a context. This study uses both qualitative and quantitave methods to identify the perception of two sub-cultural groups, British of Indian extraction and Caucasian British. The study found that these two groups display appreciably different values and also place different levels of importance on different product attributes when evaluating brands. The results show that to position brands effectively, marketers should take account of cultural diversity within countries as well as between them. |
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