Shades of ethnicity – issues of marketing and technology

This 2007 report by Professor Ashok Ranchhod and Dr Yasmin Sekhon offers insights into marketing to different ethnic groups in the UK. It defines a number of different types of 'ethnicity' and attitudinal segments among this target audience, such as abstainers, economisers and enthusiasts, to highlight the main marketing opportunities.

Key data provided includes:

• Cross-cultural attitudes between the East and the West.

• The value of the 'brown pound'.

• The consumption and decision-making habits of British Asians.