Ethnic marketing

Today, people are more committed to their ethnic origins and origin-based values. Therefore, businesses spend lots of energy and efforts to know the ethnic identities of their customers and operate marketing activities accordingly to increase their sales and profits. The main purpose of the current study is examining ethnic marketing, emerged as a result of aforementioned marketing activities. The study first clarifies the concepts of ethnic, ethnic identity and marketing, then focuses on the notions of ethnic marketing, which is assumed to be derived from these concepts, and its purposes, benefits and costs. The thesis consists of three chapters. In the first chapter, the concept of marketing, the history of marketing and ethnic marketing, types of marketing, definitions of ethnic marketing, concepts of ethnicity and ethnic identity, language, religion, lifestyle, culture and their relationship with ethnic marketing are examined. Using Turkish and global marketing examples, the first chapter also determines the role of culture in the consumption behavior of ethnic groups, the purpose and significance of ethnic marketing, the benefits and costs of ethnic marketing, the application of the factors of product, price, distribution and promotion, known as the marketing mix in the literature, in the real markets. The second chapter of the thesis discusses the general characteristics of Austria, its ethnic structure, the ethnic groups living in Austria and the basic characteristics of these groups, the population and settlement areas of the common ethnic groups, the problems experienced by the ethnic groups living in Austria and finally the ethnic marketing activities in the study area. The third and last chapter of the thesis includes applications specially designed for this research. In this chapter, the purpose and significance of the research, its method, scope and limitations, the way of collecting and evaluating the data, the research hypotheses and analyses are included. In order to test the hypotheses of the research, the dataset used for the analyses is employed with several tests such as, Kaiser-Meyer-Olkin (KMO) and Bartlett's test, factor analysis, validity and reliability analysis, frequency analysis, Anova, T-test, correlation and regression tests and crosstab tests. Six hypotheses have been evaluated within the scope of the thesis. As a result of the analyses, five of these hypotheses were completely confirmed and one was partially confirmed. The results of the study show that ethnic groups living in Austria have a high level of ethnic marketing expectation from businesses operating in Austria and that these ethnic groups have a high level of belonging to their own ethnic origins and that ethnic marketing is important and necessary for businesses. Key Words: Ethnic, Ethnic Identity, Ethnic Marketing