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首页> 外文期刊>Journal of Strategic Marketing >Within-country ethnic differences and product positioning: a comparison of the perceptions of two British sub-cultures
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Within-country ethnic differences and product positioning: a comparison of the perceptions of two British sub-cultures

机译：国家内部的种族差异和产品定位：两种英国亚文化观念的比较

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摘要

While cross-cultural consumer behaviour and its impact on marketing strategies has received considerable interest within the marketing literature, differences between ethnic groups within countries have received significantly less attention. This study examines the effect of within-country ethnic differences on brand positioning, using the UK automobile industry as a context. Both qualitative and quantitative research is used to identify the perceptions of two sub-cultural groups: British of Indian extraction, and Caucasian British. It was found that these two groups display appreciably different values, and also place different levels of importance on different product attributes when evaluating brands. Furthermore, the two groups exhibited different perceptions of the same set of brands. The results suggest that, to position brands effectively, marketers should take account of cultural diversity within countries as well as between them.
机译：尽管跨文化的消费者行为及其对营销策略的影响在营销文献中引起了极大的关注，但国家内部种族之间的差异受到的关注却大大减少。这项研究以英国汽车业为背景，研究了国家内部种族差异对品牌定位的影响。定性和定量研究都用于确定两个亚文化群体的看法：印度裔英国人和白人白种人。发现这两组显示出明显不同的价值，并且在评估品牌时对不同产品属性的重视程度也不同。此外，这两个群体对同一组品牌表现出不同的看法。结果表明，为了有效地定位品牌，营销人员应考虑国家内部以及国家之间的文化多样性。

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