The development of Germany into a multicultural society represents important challenges that arise in the most diverse areas of the joint life. The actuality of this topic is evident in the numerous discussions, which are guided from the perspective of the respective area. So areas such as e.g. politics, pedagogy or working life with the changes that ethnic diversity brings with it. This economic area is seeing the importance and potential of a multicultural society. From this understanding, a new branch of marketing developed which is specifically oriented on ethnic groups – called Ethnic Marketing.
While the phenomenon of Ethnic Marketing has become an integral part of entrepreneurial trade and thinking in the USA, Great Britain and the Netherlands, the development lags behind in Germany. Only a few companies recognized the importance of ethnical groups as a the target group, while most companies are afraid of using it.
For this reason, it is the task of the marketing to manifest the trend and to develop the concept of Ethnic Marketing and especially to provide the companies with clear examples on how to use it.
The aim of this work is to provide an overview of the two largest ethnic minorities in Germany and to highlight the marketing potential of these target groups.
Table of Contents
1. INTRODUCTION
2. THE DEMOGRAPHIC DEVELOPMENT IN GERMANY
3. DEFINITION ETHNIC MARKETING
4. EMIGRANTS AND LATE RESETTLERS
4.1. INTEGRATION STAND
4.2. DEMOGRAPHIC GATHERING AND SOCIOECONOMIC STRUCTURES
4.3. CULTURE AND CONSUMER BEHAVIOR
4.4 MEDIA USAGE
5. GERMAN TURKS
5.1. DEFINITION
5.2. INTEGRATION STAND
5.3. DEMOGRAPHIC GATHERING AND SOCIOECONOMIC STRUCTURES
5.4. CULTURE AND CONSUMER BEHAVIOR
5.5. MEDIA USAGE
5.6. ADVERTISING EXAMPLES
6. CONCLUSION
Objectives and Core Themes
The primary objective of this work is to explore the concept of ethnic marketing in Germany, focusing on the two largest ethnic minority groups—German Turks and emigrants/late resettlers—to assess their marketing potential and provide strategies for effective engagement.
- Theoretical foundation and definition of ethnic marketing.
- Demographic and socio-economic analysis of major ethnic minorities in Germany.
- Cultural characteristics and consumer behavior of specific ethnic groups.
- Analysis of media usage habits as a communication channel for ethnic marketing.
- Practical examples of successful ethnic marketing strategies in the German market.
Excerpt from the Book
5.4.Culture and consumer behavior
Turks drive an engulfed Ford, buy at ALDI and send all their money home to Turkey. A stereotype that today is certainly no longer durable. Nevertheless, the cultural character and consumer behavior of Turks living in Germany still differ considerably from the majority society. Without knowledge of these characteristics, successful marketing is not possible for this target group.
A first overview of the great differences between German and Turkish culture is given by figure 8.
In contrast to Christian Germans, German Turks are predominantly Muslim. Above all, these differences in religion are the reasons for the essential differences between Turkish and German culture. It turns out that many of the young Turks in Germany are much more conservative and more aware of their traditions than their fellow Germans, and even their compatriots in Turkey.
Thus, according to a survey conducted by the Center for Turkology Studies in 2000, only 8 percent of the German Turks were regarded as strictly religious. A further 55 percent were called "more religious". Only six percent were not religious. Around 40 percent visited a mosque at least once a week. The tendency towards an increasingly orthodox Islam is also reflected in many other areas.
Summary of Chapters
1. INTRODUCTION: Outlines the development of Germany into a multicultural society and introduces ethnic marketing as a necessary, albeit underdeveloped, strategic branch.
2. THE DEMOGRAPHIC DEVELOPMENT IN GERMANY: Provides an overview of Germany's population structure, distinguishing between foreign citizens and those with an immigration background.
3. DEFINITION ETHNIC MARKETING: Defines ethnic marketing as a targeted approach to market segments defined by specific ethnic minority attributes.
4. EMIGRANTS AND LATE RESETTLERS: Analyzes the demographic, socio-economic, and cultural profile of Russian-speaking late resettlers in Germany.
5. GERMAN TURKS: Examines the largest ethnic minority in Germany, detailing their integration status, purchasing power, lifestyle types, and consumer behavior.
6. CONCLUSION: Synthesizes the marketing potential of ethnic minorities and discusses future requirements for balancing economic goals with social integration.
Keywords
Ethnic Marketing, Germany, Migration, Ethnic Minorities, German Turks, Late Resettlers, Consumer Behavior, Purchasing Power, Integration, Media Usage, Demographic Change, Cultural Identity, Target Groups, Advertising, Acculturation.
Frequently Asked Questions
What is the core focus of this publication?
The work focuses on the significance of ethnic marketing within the German market, specifically addressing how companies can engage with the country's two largest ethnic minorities.
Which specific ethnic groups are analyzed in detail?
The publication analyzes German Turks and Russian-speaking late resettlers as the primary target groups.
What is the main objective of the research?
The aim is to highlight the marketing potential of these groups and provide companies with actionable insights and examples on how to address them effectively.
Which scientific methods are utilized?
The author relies on existing statistical data, demographic studies, communication research, and cultural theories to describe and segment the relevant target groups.
What aspects of the target groups are covered in the main section?
The main section covers integration status, socio-economic structures, consumer habits, media consumption patterns, and religious influences on purchasing behavior.
Which keywords characterize this work?
Key concepts include ethnic marketing, multicultural society, demographic development, consumer behavior, and media integration.
Why is the "German Turk" group considered particularly interesting for marketers?
They represent a large, young, and brand-affine population with significant purchasing power, necessitating specific marketing approaches rather than standard ones.
How does the author characterize the role of religion in ethnic marketing?
Religion is described as a fundamental aspect of cultural identity for many minorities, which dictates specific boundaries and preferences in advertising (e.g., halal products).
What is the conclusion regarding future marketing strategies?
The author concludes that ethnic marketing should be viewed not just as an economic tool, but as a potential bridge for cultural integration in a changing society.
- Arbeit zitieren
- Ekaterini Dimitrakudi (Autor:in), 2017, Ethnic Marketing in Germany, München, GRIN Verlag, https://www.grin.com/document/368418
