The relevance of minority ethnic groups for marketing: a research framework

This paper develops a research framework to examine cultural diversity from a marketing perspective. This is achieved by analysing the demographics, history, networks and resources proprietary to the largest minority groups in Sydney, Australia, whose ancestral language is other than English; by establishing that marketing theory about service provider selection by consumers concurs with the process followed by the members of each group; and by examining similarities and differences between and across groups, and relative to manistream population. The findings establish whether groups can be aggregated for marketing purposes.