Pankhania, Asha, Lee, Nick and Hooley, Graham (2007) Within-country ethnic differences and product positioning : a comparison of the perceptions of two British sub-cultures. Journal of Strategic Marketing, 15 (2). pp. 121-138. doi:10.1080/09652540701318997 ISSN 0965-254X.

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Abstract

While cross‐cultural consumer behaviour and its impact on marketing strategies has received considerable interest within the marketing literature, differences between ethnic groups within countries have received significantly less attention. This study examines the effect of within‐country ethnic differences on brand positioning, using the UK automobile industry as a context. Both qualitative and quantitative research is used to identify the perceptions of two sub‐cultural groups: British of Indian extraction, and Caucasian British. It was found that these two groups display appreciably different values, and also place different levels of importance on different product attributes when evaluating brands. Furthermore, the two groups exhibited different perceptions of the same set of brands. The results suggest that, to position brands effectively, marketers should take account of cultural diversity within countries as well as between them.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Strategic Marketing
Publisher:	Routledge
ISSN:	0965-254X
Official Date:	2007
Dates:	Date Event 2007 Published
Volume:	15
Number:	2
Page Range:	pp. 121-138
DOI:	10.1080/09652540701318997
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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