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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Ethnic Marketing
- Turkish Population in Germany
- Characteristics of the Turkish population in Germany
- Turkish migration to Germany
- Acculturation and Ethnic Identity
- Marketing Strategies
- Ethnic Marketing in Germany
- Theoretical Framework
- Research Methodology
- Analysis and Results
- Discussion and Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master dissertation investigates the Turkish population in Germany and their attitude towards ethnic marketing. It seeks to explore the unique characteristics of this demographic group, the influence of acculturation and ethnic identity on their receptiveness to ethnic marketing campaigns, and the potential effectiveness of targeting them with such strategies.
- Ethnic marketing as a strategy to reach minority groups.
- Characteristics and acculturation patterns of the Turkish population in Germany.
- The relationship between ethnic identity and attitudes towards ethnic marketing.
- The impact of generational differences on the acceptance of ethnic marketing.
- The effectiveness of ethnic marketing campaigns targeting specific Turkish sub-groups.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the dissertation's topic, research questions, and methodology. It highlights the importance of understanding ethnic marketing and its relevance to the Turkish population in Germany.
- Ethnic Marketing: This chapter defines ethnic marketing and explores its key concepts, including its history, theoretical frameworks, and potential benefits. It also examines the challenges and ethical considerations associated with this approach.
- Turkish Population in Germany: This chapter provides a detailed analysis of the Turkish population in Germany, examining their cultural background, historical migration patterns, and demographic characteristics. It discusses the social and economic integration of this group and its unique cultural and linguistic traits.
- Acculturation and Ethnic Identity: This chapter explores the concepts of acculturation and ethnic identity, highlighting their significance for understanding the Turkish population's attitudes towards ethnic marketing. It examines the different levels of acculturation and the impact of cultural assimilation on individual identity.
- Marketing Strategies: This chapter examines various marketing strategies, including mainstream marketing, niche marketing, and ethnic marketing. It analyzes the strengths and weaknesses of each approach and explores their suitability for different target audiences.
- Ethnic Marketing in Germany: This chapter focuses on the specific application of ethnic marketing in Germany, exploring its use across different industries and sectors. It analyzes the success and failures of previous ethnic marketing campaigns and identifies key factors influencing their effectiveness.
- Theoretical Framework: This chapter outlines the theoretical framework underpinning the dissertation's research, drawing on relevant theories from marketing, sociology, and cultural studies. It provides a conceptual foundation for understanding the relationship between acculturation, ethnic identity, and attitudes towards ethnic marketing.
- Research Methodology: This chapter details the research methodology employed in the dissertation, outlining the data collection methods, sampling strategies, and data analysis techniques used. It provides a clear explanation of the research process and ensures transparency and replicability.
- Analysis and Results: This chapter presents the findings of the research, analyzing the collected data and drawing conclusions based on the results. It examines the relationship between ethnic identity, acculturation levels, and attitudes towards ethnic marketing, providing evidence-based insights into the effectiveness of ethnic marketing campaigns.
Schlüsselwörter (Keywords)
This dissertation focuses on the themes of ethnic marketing, Turkish population in Germany, acculturation, ethnic identity, attitudes towards ethnic marketing, generational differences, and marketing strategies. It examines the use of ethnic marketing as a tool to reach specific minority groups, particularly the Turkish population in Germany, and analyzes the factors influencing their receptiveness to 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
