This master dissertation analyses the Turkish population in Germany and its attitude
towards ethnic marketing. The Turkish population in Germany has special
characteristics which are different from the mainstream German society as e.g. their
language, culture and religion. However, the Turkish population in Germany cannot be characterised as one group. Different generations within this group show different characteristics and habits and therefore need to be evaluated solely. Consequently, it is important to know which generation of the Turks a company wants to appeal to with an ethnic marketing campaign.
As ethnic marketing is the ideal way to appeal to those people of an ethnic minority
who are connected to their culture, language and ethnic identity, the first generation
Turks were analysed as being the most ideal target group among the Turks in Germany.
The primary research showed that ethnic marketing is seen as rather positive by the first
and second generation. Nonetheless, a closer analysis indicates that because of the
different classifications of both generations into acculturation levels, where the second
generation shows a higher affinity to acculturation, the first generation has a quite more
positive view of ethnic marketing. A further research emphasises the differences among the Turkish society with the analysis of the ethnic identity of the Turkish population in Germany and the different attitudes towards ethnic marketing, which arise due to differing strengths of ethnic identity.This analysis indicated that the Turks in Germany can be classified as having
mostly a strong ethnic identity. Moreover, the correlation between the strength of ethnic
identity and the attitude towards ethnic marketing can be stated as being positive. This
emphasises the fact that those people who feel more connected to their ethnic identity
have a much more positive view about ethnic marketing. However,a correlation between the ethnic identity and the acculturation progress is not evident as a strong ethnic identity is viable among all acculturation levels.This phenomenon indicates that regardless the development of the acculturation process it can be stated that the Turks in Germany are a group which has a strong connection to its ethnic identity. Overall, ethnic marketing is a good tool to appeal to the Turkish ethnic minority; however, a well thought-through plan regarding the choice of the desired target group is essential.
Table of Contents
1 Introduction
2 Turkish Immigrants in Germany
2.1 Turkish Immigration to Germany: a Brief Introduction
2.2 Characteristics of the Turks in Germany
2.2.1 Demographic Aspects of the Turkish Population in Germany
2.2.2 Duration of Stay
2.2.3 Connection to Home Country and Intention to Remigrate
2.2.4 Economical Situation
2.2.5 Use of Media - Turkish and / or German?
2.2.6 Language Ability of the Turkish Immigrants – Turkish is Special
3 Ethnic Marketing – Not very Popular in Germany
4 Acculturation and Ethnic Identity
4.1 Acculturation
4.2 Ethnic Identity
5 Methodology
5.1 Questionnaire Design
5.2 Data Collection
6 The Analysis of Results
6.1 Evaluation of Acculturation Levels and Consequentially the Different Attitudes towards Ethnic Marketing
6.2 Ethnic Identity and the Judgement of Ethnic Marketing
6.3 Ethnic Identity and Its Relation to Acculturation
7 Conclusion
Research Objectives and Core Themes
This dissertation aims to evaluate the Turkish population in Germany as a target group for ethnic marketing by identifying their demographic characteristics, assessing consumer perception, comparing generational attitudes through the lens of acculturation, and investigating the correlation between ethnic identity strength and marketing reception.
- Analysis of Turkish immigration history and demographics in Germany.
- Evaluation of acculturation models and their impact on generational behavior.
- Investigation of the relationship between ethnic identity and marketing attitudes.
- Assessment of media usage and linguistic preferences among different generations.
- Development of strategies for effective ethnic marketing campaigns.
Excerpt from the Book
2.2.6 Language Ability of the Turkish Immigrants – Turkish is Special
The ability of the Turkish immigrants to speak the German language is very important in means of being able to communicate with the German population and, therefore, integrate into the mainstream society. Lack of skills in this matter limit the options for social, economical and political participation in the German society (Weidacher, 2000). Moreover, language skills are important in regards of ethnic marketing as the language of marketing campaigns needs to be adapted to the language abilities and preferences of the target group (Cinar, 2002). The study of the Centre for Turkey Studies shows that 60% of the Turkish immigrants have a good command of both languages, 34% speak Turkish better and only 6% think they are better at speaking German (Kraus-Weysser and Ugurdemir-Brincks, 2002).
Looking at the German language ability of the Turkish population, the conditions during the time of immigration have to be taken into consideration. In the early years of the migration the guest workers did not plan to stay in Germany for more than two years and, therefore, were not really interested in learning the German language. Furthermore, the German population and government were not eager to provide an intensive language course (Sen et al., 2001). Even after a longer stay, most of the first generation immigrants were not willing and also not able to learn the German language as most of them came from rural areas in Turkey, where the education level was very low (Sen and Goldberg, 1994). Furthermore, the work of the immigrants did not implicitly demand a good knowledge of the German language as it was usually blue collar work (first generation is moving towards homogeny in language) (Heckmann, 1992). The second generation was expected to speak better German as they were going to be integrated into the German schools and eventually learn German there in the every day school life and also in special German classes for immigrants’ children.
Summary of Chapters
1 Introduction: Provides an overview of the rising popularity of ethnic marketing in Germany and outlines the research objectives regarding the Turkish population.
2 Turkish Immigrants in Germany: Details the history of Turkish migration and examines specific characteristics such as demographics, duration of stay, economic status, media habits, and language proficiency.
3 Ethnic Marketing – Not very Popular in Germany: Explains the definition of ethnic marketing and discusses why, despite the Turkish community's significant size and spending power, German companies hesitate to adopt specialized marketing strategies.
4 Acculturation and Ethnic Identity: Defines the theoretical frameworks of acculturation and ethnic identity, analyzing their roles in shaping the attitudes and behaviors of immigrant populations.
5 Methodology: Outlines the research design, including the use of an online questionnaire to gather empirical data and the selection process for respondents.
6 The Analysis of Results: Presents the primary research findings, examining how acculturation levels and ethnic identity correlate with attitudes toward ethnic marketing.
7 Conclusion: Summarizes the study's findings, highlighting that while ethnic marketing is a viable strategy, it must be tailored to the specific needs and identity of the Turkish target group.
Keywords
Ethnic marketing, Turkish immigrants, Germany, Acculturation, Assimilation, Ethnic identity, Consumer behavior, Generational differences, Marketing strategies, Language proficiency, Immigration history, Target group analysis, Socio-economic status, Cultural identity.
Frequently Asked Questions
What is the core focus of this dissertation?
The research focuses on analyzing the Turkish population in Germany and their attitudes toward ethnic marketing, specifically exploring how generational differences, acculturation, and ethnic identity influence these attitudes.
What are the primary thematic areas covered?
The work covers migration history, demographic aspects, linguistic abilities, media consumption, and the theoretical frameworks of acculturation and ethnic identity in the context of marketing.
What is the primary research objective?
The primary objectives are to identify the characteristics of Turkish immigrants relevant for marketing, understand their perception of ethnic marketing, determine if different generations perceive it differently due to acculturation, and analyze if ethnic identity correlates with their judgment of such marketing.
Which scientific methods were employed?
The study utilizes both secondary literature research and an empirical approach, conducting an online survey of 369 Turkish individuals in Germany to gather and analyze quantitative data.
What topics are addressed in the main body of the work?
The main body examines the history of Turkish guest workers, the evolution of their characteristics across generations, the theoretical concepts of acculturation models and ethnic identity constructs, and the statistical analysis of survey results.
What are the characterizing keywords of this study?
Key terms include Ethnic marketing, Acculturation, Ethnic identity, Turkish immigrants, Consumer behavior, and Generational differences.
How do acculturation levels influence attitudes toward ethnic marketing?
The study indicates that lower acculturation levels are generally associated with a more positive attitude toward ethnic marketing, as these individuals maintain a stronger connection to their original culture and identity.
Does ethnic identity correlate with a positive reception of ethnic marketing?
Yes, the research confirms a positive correlation between the strength of ethnic identity and the reception of ethnic marketing; individuals with a stronger ethnic identity show a more positive view of such campaigns.
- Quote paper
- Kutay Erdem (Author), 2006, Ethnic Marketing for Turks in Germany - Influences on the attitude towards Ethnic Marketing, Munich, GRIN Verlag, https://www.grin.com/document/67205
