IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v64y2011i9p988-996.html
   My bibliography  Save this article

Revisiting the substantiality criterion: From ethnic marketing to market segmentation

Author

Listed:
  • Pires, Guilherme D.
  • Stanton, John
  • Stanton, Patricia

Abstract

This paper examines the meaning and application of the concept of substantiality for consumer market segmentation and target selection with a focus on ethnicity and minority ethnic groups. In contrast with interpretations of segment substance anchoring on some sufficient potential size to justify time and effort involved in planning, the objective is to consider key group dimensions to ascertain potential substantiality. Common criteria proposed to assess substance are essentially an exhortation to assess the value of the segmenting opportunity. An increase in producer surplus meets this requirement but this consideration is done post hoc. The challenge for market segmentation is to assess substantiality a priori. This paper presents a screening approach based on appraising minority ethnic group resources that enables such an assessment and has potential applicability to other consumer subcultures.

Suggested Citation

  • Pires, Guilherme D. & Stanton, John & Stanton, Patricia, 2011. "Revisiting the substantiality criterion: From ethnic marketing to market segmentation," Journal of Business Research, Elsevier, vol. 64(9), pages 988-996, September.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:9:p:988-996
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296310002511
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rossiter, John R. & Chan, Alvin M., 1998. "Ethnicity in Business and Consumer Behavior," Journal of Business Research, Elsevier, vol. 42(2), pages 127-134, June.
    2. Usunier, Jean-Claude, 1998. "Oral pleasure and expatriate satisfaction: an empirical approach," International Business Review, Elsevier, vol. 7(1), pages 89-110, February.
    3. Sivadas, Eugene & Grewal, Rajdeep & Kellaris, James, 1998. "The Internet as a Micro Marketing Tool: Targeting Consumers through Preferences Revealed in Music Newsgroup Usage," Journal of Business Research, Elsevier, vol. 41(3), pages 179-186, March.
    4. Mark Granovetter, 2005. "The Impact of Social Structure on Economic Outcomes," Journal of Economic Perspectives, American Economic Association, vol. 19(1), pages 33-50, Winter.
    5. Lerman, Dawn & Maldonado, Rachel & Luna, David, 2009. "A theory-based measure of acculturation: The shortened cultural life style inventory," Journal of Business Research, Elsevier, vol. 62(4), pages 399-406, April.
    6. Scherer, F M, 1979. "The Welfare Economics of Product Variety: An Application to the Ready-to-Eat Cereals Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 28(2), pages 113-134, December.
    7. Torres, Ivonne M., 2007. "A tale of two theories: Sympathy or competition?," Journal of Business Research, Elsevier, vol. 60(3), pages 197-205, March.
    8. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lau, Hei Tong & Lee, Richard, 2018. "Ethnic media advertising effectiveness, influences and implications," Australasian marketing journal, Elsevier, vol. 26(3), pages 216-220.
    2. Romero, Cláudia Buhamra Abreu & Laroche, Michel & Aurup, Golam Mohammad & Ferraz, Sofia Batista, 2018. "Ethnicity and acculturation of environmental attitudes and behaviors: A cross-cultural study with Brazilians in Canada," Journal of Business Research, Elsevier, vol. 82(C), pages 300-309.
    3. Victoria K. Wells & Sarah Forbes & Madeline Powell & Daragh O'Reilly, 2022. "Segmentation, environmental identity and stages of change: An application to a wildlife trust," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 934-949, March.
    4. Marco Vriens & Nathan Bosch & Chad Vidden & Jason Talwar, 2022. "Prediction and profitability in market segmentation typing tools," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 360-389, December.
    5. Dose, David & Walsh, Gianfranco & Ruvio, Ayalla & Segev, Sigal, 2018. "Investigating links between cultural orientation and culture outcomes: Immigrants from the former Soviet Union to Israel and Germany," Journal of Business Research, Elsevier, vol. 82(C), pages 281-289.
    6. Hampson, Daniel P. & Grimes, Anthony & Banister, Emma & McGoldrick, Peter J., 2018. "A typology of consumers based on money attitudes after major recession," Journal of Business Research, Elsevier, vol. 91(C), pages 159-168.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pires, Guilherme & Stanton, John, 2015. "Ethnic Marketing Sensitivity: Reconciling Rigorous Theory With Pragmatism," Newcastle Business School Discussion Paper Series: Research on the Frontiers of Knowledge 3, The University of Newcastle, Australia.
    2. Cappellini, Benedetta & Yen, Dorothy Ai-wan, 2013. "Little Emperors in the UK: Acculturation and food over time," Journal of Business Research, Elsevier, vol. 66(8), pages 968-974.
    3. Bartikowski, Boris & Taieb, Besma & Chandon, Jean-Louis, 2016. "Targeting without alienating on the Internet: Ethnic minority and majority consumers," Journal of Business Research, Elsevier, vol. 69(3), pages 1082-1089.
    4. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.
    5. Dose, David & Walsh, Gianfranco & Ruvio, Ayalla & Segev, Sigal, 2018. "Investigating links between cultural orientation and culture outcomes: Immigrants from the former Soviet Union to Israel and Germany," Journal of Business Research, Elsevier, vol. 82(C), pages 281-289.
    6. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile, 2020. "Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites," Journal of Business Research, Elsevier, vol. 121(C), pages 420-428.
    7. Choudhary, Sonal & Nayak, Rakesh & Kumari, Sushma & Choudhury, Homagni, 2019. "Analysing acculturation to sustainable food consumption behaviour in the social media through the lens of information diffusion," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 481-492.
    8. Kong, Dongmin & Pan, Yue & Tian, Gary Gang & Zhang, Pengdong, 2020. "CEOs' hometown connections and access to trade credit: Evidence from China," Journal of Corporate Finance, Elsevier, vol. 62(C).
    9. Katarzyna Growiec & Jakub Growiec & Bogumil Kaminski, 2017. "Social Network Structure and The Trade-Off Between Social Utility and Economic Performance," KAE Working Papers 2017-026, Warsaw School of Economics, Collegium of Economic Analysis.
    10. Di Ciommo, Floridea & Comendador, Julio & López-Lambas, María Eugenia & Cherchi, Elisabetta & Ortúzar, Juan de Dios, 2014. "Exploring the role of social capital influence variables on travel behaviour," Transportation Research Part A: Policy and Practice, Elsevier, vol. 68(C), pages 46-55.
    11. Lars Kunze & Nicolai Suppa, 2014. "Bowling Alone or Bowling at All? The Effect of Unemployment on Social Participation," Ruhr Economic Papers 0510, Rheinisch-Westfälisches Institut für Wirtschaftsforschung, Ruhr-Universität Bochum, Universität Dortmund, Universität Duisburg-Essen.
    12. Stuart D. Allen & Stephen K. Layson & Albert N. Link, 2013. "Public gains from entrepreneurial research: Inferences about the economic value of public support of the Small Business Innovation Research program," Chapters, in: Public Support of Innovation in Entrepreneurial Firms, chapter 6, pages 105-112, Edward Elgar Publishing.
    13. Li, Lu & Li, Yihang & Wang, Xueding & Xiao, Tusheng & Zhu, Hongjun, 2022. "Hedge fund networks, information dissemination, and stock price comovement: Evidence from China," International Review of Financial Analysis, Elsevier, vol. 83(C).
    14. Angelovski, Andrej & Brandts, Jordi & Sola, Carles, 2016. "Hiring and escalation bias in subjective performance evaluations: A laboratory experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 121(C), pages 114-129.
    15. Young-Choon Kim & Taekjin Shin & Sangchan Park, 2021. "Enhancing firm performance through intra-group managerial experience: Evidence from group-affiliated firms in Korea," Asia Pacific Journal of Management, Springer, vol. 38(2), pages 435-465, June.
    16. Zhepeng Li & Xiao Fang & Xue Bai & Olivia R. Liu Sheng, 2017. "Utility-Based Link Recommendation for Online Social Networks," Management Science, INFORMS, vol. 63(6), pages 1938-1952, June.
    17. Sandra Weber, 2007. "Saving St. James: A case study of farmwomen entrepreneurs," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 24(4), pages 425-434, December.
    18. Ali Ellouze & Bastien Fernandez, 2023. "Population dynamics in fresh product markets with no posted prices," Papers 2311.03987, arXiv.org.
    19. Gilboa, Shaked & Mitchell, Vince, 2020. "The role of culture and purchasing power parity in shaping mall-shoppers’ profiles," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    20. Raitano, Michele & Vona, Francesco, 2021. "Nepotism vs. Specific Skills: The effect of professional liberalization on returns to parental background of Italian lawyers," Journal of Economic Behavior & Organization, Elsevier, vol. 184(C), pages 489-505.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:64:y:2011:i:9:p:988-996. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.