Ethnic Identity: Understanding Cultural Differences Within a Culture

Abstract

Given the global nature of the present marketplace, and its accompanying complex multi-ethnic markets, one of the challenges faced by marketers involves understanding the different layers of cultural differences in order to better serve the resulting varying consumer segments. The purpose of this study is to take an important first step in gaining this understanding by exploring ethnic identity within the context of a single ethnic group in the U.S. market. By approaching ethnic identity using four ethnic segments (assimilated, ethnic, biculturals, and marginalizers), this study explores variation across these segments. Managerial implications and suggestions for future research are provided.