Ethnic marketing possibilities and its ethics issues

Annamaria Sas, and Agota Kozma
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Annamaria Sas,: Department of Applied Economics University of Pannonia, Hungary
Agota Kozma: Department of Applied Economics University of Pannonia, Hungary

Perspectives of Innovation in Economics and Business (PIEB), 2009, vol. 3, issue 3, 95-97

Abstract: This paper focuses on the possibilities of ethnic marketing and its ethic connections. The differences found in our face-to-face interviews and analysing questionnaire data will provide opportunities for Hungarian small enterprises. Targeting ethnic groups for marketing purposes results in ethical difficulties. In Hungary, ethnic marketing is yet an inexperienced concept. Based on these ideas the authors examine the ins and outs of using ethnic marketing in case of Germans in Hungary. Consumers with German ethnic attitude really want German products and brands. At the same time, enterprises have to emphasise the products’ “Germanness” and character in a better/stronger way because this can help for better consumer decision making.

Keywords: Ethnic marketing; ethics; identity; segmentation. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2009
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