Multicultural vs One Size Fits All

In: Business and Management

Submitted By yelhsa39
Words 1360
Pages 6
Over the past few decades, the populations of minorities including Asians, Hispanics, and African Americans have increased enormously. “These new consumers demand representation, attention, and acceptance from the marketing community” (Macchiette & Roy, 1995). Because a consumer’s buying behavior is influenced by one’s culture, attitude and beliefs, marketers are steering away from stereotypical marketing and directing the focus on multicultural marketing. Marketers are creating strategies to meet the individual wants and needs of these cultural groups. Multicultural marketing prevents the possibility of “damned brands” and boycotts, while strengthening the relationship with consumers, and providing growth for a company. Social responsibility is a major factor that marketers need to consider when developing a promotional campaign for a new product. As said in the Journal of Consumer Marketing, “Products considered to be legitimate when targeting one group, may not be perceived as being socially responsible when targeting other sensitive groups” (Macchiette & Roy, 1995). For example, animal fur is considered a sign of wealth in some cultures, but will result in a negative opinion from other consumers such as animal activists. Marketers who do not consider all cultures and beliefs when developing a promotion will provoke boycotting of products and ethnical controversy among consumers, which in turn will result in a negative public image for the brand. Attaining appropriate research and understanding all diverse ethnic groups prior to promotion will protect a brand’s equity and alleviate the possibility of becoming a boycotted or “damned brand” (Macchiette & Roy, 1995). Marketers who have extensive knowledge of the multicultural society will also build better relationships with consumers. “Knowing more about your customers and how to communicate with them in…...

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