Economics

In a heterogeneous society such as Canada which counts for more than 200 ethnic niche markets, many businesses would have the advantage to understand the effect of ethnicity on consumption. For instance many marketers have taken into account ethnic differences in terms of cultural values, native language, religious values, family values, etc, when they formulate their strategies. On the other hand, companies in many industries (e.g. food, financial services, etc.) tend to customize their product or services to meet the cultural needs of some ethnic groups as well as immigrants. Likewise, advertisers tend to take into account the issue of ethnicity when designing their ads. Review chapter 13, and provide a concrete example of your choice of company practices (e.g. customization of a product or a service with regard to a given ethnic group) or an advertisement that shows how a company or an advertiser, is targeting a specific ethnic group of consumers, and identify what proxies (e.g. language, expressions, symbols, the product or service features, etc.), were used for such a purpose of targeting.

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