Ethnic marketing and a case study about food sector in Turkey

Since the second half of the 20th century, the social and the political rights of the individuals and the ethnic groups were started to be extended.These rights provided with individuals and the ethnic groups ,were covered with the national laws and the international treaties.Marketing experts who have never been indifferent to the social developments, started the ethnical marketing converting the developments in the political and the social rights of the individuals and their high spending power to a marketing strategy.Ethnic marketing started in USA in 1960s and was put into practice in the other countries where there are ethnic groups as a marketing strategy.Today, the rate of ethnic groups in the total population essentially in USA and Europe increases, and so does their spending power.In Turkey, the phenomenon of ethnic marketing has been the matter of discussion after legal amendments in the frame of adjustment laws of European Union.When the ethnic groups and their rates in Turkey are considered, it is expected that the marketing experts in Turkey use the ethnic marketing strategy.KEY WORDS: Ethnic Identity, Ethnic Marketing, Case Study