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Ethnic marketing possibilities and its ethics issues

Author

Listed:
  • ANNAMARIA SAS,

    (Department of Applied Economics University of Pannonia, Hungary)

  • AGOTA KOZMA

    (Department of Applied Economics University of Pannonia, Hungary)

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.

Suggested Citation

  • Annamaria Sas, & Agota Kozma, 2009. "Ethnic marketing possibilities and its ethics issues," Perspectives of Innovation in Economics and Business (PIEB), Prague Development Center, vol. 3(3), pages 95-97.
    • Handle: RePEc:pdc:jrpieb:v:3:y:2009:i:3:p:95-97
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    More about this item

    Keywords

    Ethnic marketing; ethics; identity; segmentation.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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