ETHNIC MARKETING: THE CASE OF AUSTRIA

Abstract

Today, people are more committed to their ethnic origins and origin-based values. Therefore, businesses spend lots of energy and efforts to know the ethnic identities of their customers and operate marketing activities accordingly to increase their sales and profits. The study first clarifies the concepts of ethnic, ethnic identity and marketing, then focuses on the notions of ethnic marketing, which is assumed to be derived from these concepts, and its purposes, benefits and costs. The dataset used for the analyses is employed with several tests such as, Kaiser-Meyer-Olkin (KMO) and Bartlett's test, factor analysis, validity and reliability analysis, frequency analysis, ANOVA, T-test, correlation and regression tests and crosstab tests. The results of the study show that ethnic groups living in Austria have a high level of ethnic marketing expectation from businesses operating in Austria, that these ethnic groups have a high level of belonging to their own ethnic origins and that ethnic marketing is important and necessary for businesses.