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Introduction

Marketers are growingly acknowledging the increasing strength of ethnic groups and are reverting with targeted marketing efforts. Targeted interactions normally draw on several references to the ethnic culture in an attempt to augment communication with and obtain the consent of the intended audience. Nonetheless, research on how these accommodation attempts might be received is insufficient. Drawing upon a range of disciplines, the authors formulate a theory of multicultural marketing.

Ethnic Multiplicity in the Marketplace

Demographic transitions might serve as a catalyst for cultural and social changes in both commercial and private spheres. From a commercial perspective, several organizations are recognizing that ethnic groups previously ignored are increasing in market power and that matching their requirements presents a good opportunity for success. Demographic trends among the biggest ethnic groups disclose that each will keep on increasing in importance as a potential target market. A study of prevailing business trends signifies that the growth of ethnic target marketing is matching the demographic transitions in the American marketplace (Oosthuizen, 2004).Illustrations abound of both ill-fated and successful multicultural targeting strategies.

In the latter category are included the approaches employed by marketing moguls such as Pepsi-Co and Kraft General Foods, which have a separate divisions within their marketing department to formulate targeted communication strategies to multicultural groups by means of conventional advertising media and through varied channels like ethnic event sponsorship. Kraft not only invites marketing ideas from its ethnic workers, but is even committed to promoting ethnic events like Hispanic World’s Fair in New York, and Calle Ocho, a Hispanic street festival in Miami. Hence, clearly, the organizations are promoting multicultural communities and are henceforth creating brand awareness.

Their usage of cultural symbols to reach multicultural customers has been received well by the target audience. Various less renowned organizations are also increasingly acknowledging the requirement of developing novel market segments (Rust, Boorman and Bhalla, 2010).

Intercultural Communication

A review of theories formulated in other disciplines discloses a range of research in sociolinguistics which might be helpful for the present study. Specifically applicable are the researches reviewing the adaptation of one’s speech patterns while communicating with people belonging to distinct ethnic groups. Research works reveal that as the speech patterns of A goes on become more same to that of B, the chances that B will positively assess A gets high. Propagators of speech accommodation theory laid focus on behaviors restricted to the sociolinguistic domain like length and accent of utterance and speech rate. Researchers identified that when individuals were encouraged to seek consent or enhance communication, their speech patterns tended to converge with that of the other party (Jeffres, 2000).

Promotional communications are aimed at communicating efficiently and seeking the consent of the targeted audience. Corporations aim at accommodating their consumer groups for building the brand equity. As in the respect of certain original intercultural speech research, communication across ethnic groups frequently entails accommodation to the targeted group’s culture. Nonetheless, in this attempt, organizations might go beyond simply matching their target’s language or speech styles and makes use of cultural symbols for becoming same as and gaining the approval of their audience (Xu and et.al., 2004). A speech accommodation research was drawn by Koslow, Shamdasani and Touchstone in 1994, during their examination of Hispanic customers’ responses to the usage of Spanish language in ads, hypothesizing that “for accommodation to take place, Hispanics should see the selection and usage of Spanish in the ads as a pointer of the advertiser’s respect for the Hispanic culture and intention to shatter cultural barriers by reduction of linguistic disparities.

They identified that the usage of Spanish in advertisements augmented perceptions about the sensitivity of advertiser toward Hispanic Culture and those perceptions were related positively with impact toward the advertisements. Their research findings varied from those in a similar research conducted by Faber and O’Guinn in 1991. These researchers identified that for majority of the people exposed to both Spanish and English language versions of an ad, there so significant affect on attitude toward either the advertisement or the brand (Rust, Boorman and Bhal