Erdem

Ethnic Marketing for Turks in Ger Erdem

Master's Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Manchester Metropolitan University Business School, 85 entries in the bibliography, language: English, comment: This master thesis was written at the end of a master program at a university in the UK. This master thesis deals with the Turkish population in Germany and the historical background of the immigration to Germany. Furthermore several topics are dealt with, which are possible influences on the attitude towards ethnic marketing. The primary research consists of a survey about the attitude of Turks in Germany towards ethnic marketing and how acculturation and ethnic marketing influence this attitude... , abstract: This master dissertation analyses the Turkish population in Germany and its attitude towards ethnic marketing. The Turkish population in Germany has special characteristics which are different from the mainstream German society as e. g. their language, culture and religion. However, the Turkish population in Germany cannot be characterised as one group. Different generations within this group show different characteristics and habits and therefore need to be evaluated solely. Consequently, it is important to know which generation of the Turks a company wants to appeal to with an ethnic marketing campaign. As ethnic marketing is the ideal way to appeal to those people of an ethnic minority who are connected to their culture, language and ethnic identity, the first generation Turks were analysed as being the most ideal target group among the Turks in Germany. The primary research showed that ethnic marketing is seen as rather positive by the first and second generation. Nonetheless, a closer analysis indicates that because of the different classifications of both generations into acculturation levels, where the second generation shows a higher affinity to acculturation, the first generation has