Abstract
Ethno marketing defines as marketing segmentation approach that groups consumers on the basis of ethnicity. Ethno marketing starts with recognizing the elements of culture as crucial and essential for driving contemporary marketing strategies. Ethno marketing is slowly gaining traction in marketing in multicultural environments, particularly in countries or regions inhabited by consumers from different ethnic backgrounds. This study aims to find whether such marketing activities based on cultural elements practice has any effect on consumers’ buying behavior in the Balkans. It focuses on consumers in Kosova with the understanding that this is a preliminary exploratory study whose results will form basis for a large study on the Balkan region.The study used a structured questionnaire with the Likert Scale. One hundred, forty-eight responses were received and analyzed using the SPSS statistical software.The results of the analysis show that Albanian consumers in Kosova agree that ethno marketing is important and company marketing activities such as a company’s advertisement and promotion in the language of the ethnic is considered very important during consumers purchase decisions. Furthermore, results reveal that symbols, cultural elements as well as the information dissemination inside the stores and outside seem to be very important for consumers.On the basis of this study, a larger study that covers the different countries in the Balkan region to determine how consumers in the different countries in the region relate to ethno marketing is strongly recommended.
Highlights
People are influenced by culture on the way they think, they face the world and the way they consume products
Ethno marketing starts with recognizing the elements of culture as crucial and essential for running businesses nowadays
The results will show whether cultural elements such as: culture, subculture, language, religion, and symbols embodied in companies’ activities will influence their buying behavior
Summary
People are influenced by culture on the way they think, they face the world and the way they consume products. Consumers see the world and their surroundings through their lenses, and as such their behavior is very much influenced by many shared factors that belong to a culture, such as: values, suppositions, rules, values, society perceptions, beliefs, and evaluations. Culture has been found as the most influential element dealing with the consumption behavior where certain products are linked with a particular symbolism (Lindridge and Dibb, 2003). Companies make efforts to understand their consumers on the way they behave in the market. They want to understand them how they react to different stimuli in their marketing efforts, and how they behave in their purchasing moment
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