{"id":19400,"date":"2024-10-03T15:42:44","date_gmt":"2024-10-03T12:42:44","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=19400"},"modified":"2024-10-03T15:42:44","modified_gmt":"2024-10-03T12:42:44","slug":"ethnic-marketing-adapting-strategies-diversity-cultural-consumers","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/ethnic-marketing-adapting-strategies-diversity-cultural-consumers\/","title":{"rendered":"Stamat V., Sarkova A. Ethnic Marketing: Adapting Strategies to the Diversity of Cultural Consumers"},"content":{"rendered":"

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JEL Classification: <\/strong>\u041c30; M31; \u041c37; M39; L10.<\/em><\/span><\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V46(2024)-16<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Viktoriia Stamat, <\/strong>PhD (Economics), Associate Professor, Department of Management and Marketing, Mykolayiv National Agrarian University, Mykolaiv, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0001-5789-4023<\/a>
\ne-mail: <\/strong>vmkolesnyk@ukr.net<\/a><\/p>\n

Anastasiia Sarkova,<\/strong> Bachelor Student of Management Faculty, Mykolayiv National Agrarian University, Mykolaiv, Ukraine<\/p>\n

ORCID ID:<\/strong> 0009-0006-0679-5934<\/a>
\ne-mail: <\/strong>s.sarkova.sar@gmail.com<\/a><\/p>\n

 <\/p>\n

Ethnic Marketing: Adapting Strategies to the Diversity of Cultural Consumers<\/strong><\/h2>\n

Abstract.<\/em><\/strong> Introduction.<\/strong> In today’s world, ethnic marketing is proving to be an important tool for attracting the attention of different ethnic consumer groups. Companies increasingly need to adapt their marketing strategies to different cultural and ethnic consumer groups due to globalization, the growing number of ethnic minorities, increased attention to cultural diversity and the competitive advantage it can provide in the market. This article examines the main strategies of ethnic marketing. The article discusses five types of audience segmentation in ethnic marketing, the role of cultural characteristics in marketing campaigns, and the effectiveness of communication and product adaptation.<\/em><\/p>\n

Purpose.<\/em><\/strong> The purpose of the article is to study ethnic marketing in order to adapt strategies to the diversity of cultural consumers.<\/em><\/p>\n

Results.<\/em><\/strong> The article identifies the main strategies of ethnic marketing, five types of audience segmentation in ethnic marketing, and discusses the role of cultural characteristics in marketing campaigns.<\/em><\/p>\n

Conclusions.<\/em><\/strong> In today’s intercultural environment, it is increasingly important to understand and take into account cultural peculiarities when developing marketing strategies for different ethnic groups.<\/em><\/p>\n

Keywords:<\/em><\/strong> ethnic marketing; ethnic groups; intercultural environment; market segmentation; ethnic identity; multicultural marketing; understanding cultural peculiarities.<\/em><\/p>\n

References:<\/strong><\/p>\n

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    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 12 July 2024<\/p>\n

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    Stamat V., Sarkova A. Ethnic Marketing: Adapting Strategies to the Diversity of Cultural Consumers. Modern Economics. 2024, \u2116 46(2024),77-89. DOI: https:\/\/doi.org\/10.31521\/modecon.V46(2024)-16.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    [vc_row][vc_column][vc_column_text] JEL Classification: \u041c30; M31; \u041c37; M39; L10. DOI: https:\/\/doi.org\/10.31521\/modecon.V46(2024)-16 [\/vc_column_text][vc_column_text]Viktoriia Stamat, PhD (Economics), Associate Professor, Department of Management and Marketing, Mykolayiv National Agrarian University, Mykolaiv, Ukraine ORCID ID: 0000-0001-5789-4023 e-mail: vmkolesnyk@ukr.net Anastasiia Sarkova, Bachelor Student of Management Faculty, Mykolayiv National Agrarian University, Mykolaiv, Ukraine ORCID ID: 0009-0006-0679-5934 e-mail: s.sarkova.sar@gmail.com   Ethnic Marketing: Adapting Strategies
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