Marketing to the South Asian Population Assignment

marketing to the South Asian Population - Assignment Example more(prenominal)over, the increase of heathen diversity has become a trend that will increase, which means that UK nation will be even more heterogeneous in future. (Halsey, 2000) The number of immigrants from South Asia will rise, which means greater brotherly weight for this group - currently, the largest of all social minorities in the UK.Adding to social weight also means adding to economic value of South Asian population in Britain. Previously perceived as needing the purchasing power (Sivanandan, 1989) ethnic minorities now limn a significant segment as consumers, workers, and investors in Europe new immigrant groups atomic number 18 beginning to doctor the economic, social and political scene (Palumbo and Teich, 2004). On the one hand, the significance of ethnic minorities increases, and on the other one, practitioners lack the information on how to use their presence. Indeed, acquire behaviour of foreigner s differ from European significantly. For instance, Delener (1990) finds that religiosity affects significantly buying behaviour of many ethnic groups. Therefore, apprehensiveness of purchasing habits of people from minority ethnic group requires understanding of their cultural differences, which become apparent in ethnic identities of each nation.Despite the wide academic chase to immigrant adaptation (Bhugra et al., 1999 Masuda et al., 1970 Phinney, 1990 Ward and Kennedy, 1994) there is still a significant lack of coherence in the verbal description of ethnic identity, particularly because of terminological issues. Ethnic identity is explained in early studies as common phone line based on shared individual characteristics and socio-cultural experiences (Drieger, 1978) and as fellings of belonging or commitment (Ting-Toomey, 1981). Later researches project ethnic identity of a group or individual as the maintenance of original ethnic persona (Laroche et al., 1998) and a sense of shared values and attitudes (White and Burke, 1987). Thus ethnic identity is not a clear term, barely rather an umbrella of terms close to each other, yet not exactly similar, remaining open up for new perspectives.Consequently, such multi-dimensional definition of ethnic identity has led to wide acceptance of its multi-dimensional nature (Christian et al., 1976). other underlying notion widely agreed is that ethnic identity is bound to culture. (Rosenthal and Hrynevich, 1985). However cultural dimensions go across studies, proposing different models for the analysis of ethnic identity, mainly depending on the particular observed identity. For instance, Palumbo and Teich (2004) indicate religion, eucharist of passage, language, food and leisure as dimensions of Hispanic ethnic identity. Laroche et al. (2005) while observing differences between Greek and Italian identities, analyse three dimensions ethnic language use with family members, ethnic language media exposure and et hnic attachment. More general research of Constant et al. (2006) measured ethnic identities of ex-Yugoslavian, Greek, Italian, Turkish and Spanish ethnic groups with five elements language, culture, social interaction, history of migration, and ethnic self-identification. Without further excessive specification, seven widely accepted dimensions of ethnic identity are given language, friendship networks, religious affiliation, participation in clubs and organisations, food preferences, traditional celebrations, and politics.Ethnic minority groups commit a vast field of interest