Multicultural marketing is a strategy that recognizes and embraces cultural diversity to effectively reach different consumer[1] groups. It arose from a shift in perspective, recognizing multiculturalism as an asset rather than a problem. This approach has become critical in international marketing and consumer research, due to its economic significance and unique theoretical aspects. Multicultural marketing strategies aim to increase sales[2] and gain a competitive edge by adapting their messaging and tactics to resonate with various cultural groups. This involves understanding and leveraging cultural values, behaviors, languages, and traditions to create culturally relevant and effective marketing stimuli. Pioneers in this field include Madam C. J. Walker, Procter and Gamble, McDonald’s, and Pepsi Cola. Successful multicultural marketing results in improved creativity, increased sales, and larger market shares.
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Multicultural marketing (also known as ethnic marketing) is the practice of marketing to one or more audiences of specific ethnicities—typically an ethnicity outside of a country's majority culture, which is sometimes called the "general market." Typically, multicultural marketing takes advantage of the ethnic group's different cultural referents—such as language, traditions, celebrations, religion and any other concepts—to communicate to and persuade that audience. Cultural as well as ethnic variations in multicultural societies such as the United States provide marketers with the opportunity to connect with consumers by developing consumer segments for targeted marketing initiatives. For example, insight into the culture and ethnicity of consumers is applied directly to consumer targeting through a variety of marketing initiatives in the U.S.
Multicultural marketing acknowledges differences in perception, motives and beliefs among consumers with different cultural backgrounds, utilises cultural norms of several cultures to maximise exposure of the business's product or services by demonstrating interest and appreciation of different cultures (De-Mooij, 2015). For a multicultural marketing strategy to succeed, cultural differences must be identified, understood, and respected. Businesses must communicate on different "wavelengths" and adapt to different markets around the world (Wilkinson & Cheng, 1999).
International marketing generally works with national-level data (De-Mooij, 2015). International marketers analyse nations with respect to GNI/capita, education levels, available mass media, social media used, retail infrastructure and product category data, all at the national level (De-Mooij, 2015). Applying cultural values at the same national level is useful for understanding differences in consumer product ownership, brand preferences and motives. This cannot be established from differences in income or other demographic characteristics, but may be explained by cultural differences (Demangeot, Broderick & Craig, 2015).Cultural value data tends to be assessed using either primary or secondary data. Primary data is derived directly from assessing values through surveys or experiments. Secondary data includes scores of properties of national culture. For individual-level studies, data is collected and analysed at the individual level and tied to the individual level outcome. To measure culture at the national level, individual data are combined by country and linked to the country-level outcome or pre-existing country-level measures. (Demangeot et al., 2015)
Multicultural marketing (also known as "ethnic marketing" or "cross-cultural marketing") applies unique marketing techniques to access the ethnic market. "Ethnic market" refers to cultures other than the majority culture in a company's home area. Multicultural marketing strategies involve recognising a culture's traditions, beliefs, values, norms, language, and religion—and applying those aspects to market to that culture's needs. (Rugimbana & Nwankwo, 2003).
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