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Etnisk mångfald inom marknadsföringsstrategier: En studie om etnisk mångfald inom företags marknadsstrategier gentemot kunder och konsumenters gensvar på strategierna
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Man's global mobility contributes to a culturally heterogeneous society. Society is characterized by ethnic diversity and in step with movements such as Black Lives Matter, expectations of the social performance of marketers have increased. As far as reflecting today's society and appearing diverse, specifically around ethnicity, there are several marketing strategies companies can use. This study intends to further examine which marketing strategies three companies use to appear ethnically diverse towards customers and how these are perceived by the consumer. By examining three companies' marketing strategies towards customers as well as consumers' responses to them, this study contributes to a deeper understanding of the subject. The study data collection of empirical data is taken from a quantitative approach in the form of a questionnaire survey as well as a qualitative approach in the form of an individual interview and two focus group interviews. The theories used in this study are the STP-process, planning marketing communications and social context.

Place, publisher, year, edition, pages
2021. , p. 69
Keywords [en]
ethnic diversity, marketing strategies, minority, diversity, segmentation
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:sh:diva-46272OAI: oai:DiVA.org:sh-46272DiVA, id: diva2:1587615
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2021-08-26 Created: 2021-08-25 Last updated: 2021-08-26Bibliographically approved

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Etnisk mångfald inom marknadsföringsstrategier(1077 kB)487 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf