Free University of Brussels

How do ethnic minorities in Flanders (Belgium) perceive ethnic marketing?

A qualitative and quantitative research method will be used to understand how ethnic minorities in Flanders perceive ethnic marketing.
Although these groups would be profitable (from a business point of view) enough to justify the use of ethnic consumer, there are few efforts being made in Flanders to reach them. Because in ethnic marketing it is very important to understand the culture of the ethnic consumer, this research project aims to make a first step towards understanding ethnic minorities and their point of view on ethnic marketing: how they perceive it, if it would influence their buying behavior and how they would like to be approached via marketing efforts.