Segmentation using ethnicity and the inadequacy of conceptual frameworks

The dominant approach used to operationalise the concept of ethnicity for segmentation purposes is argued to be flawed. After reviewing the reasons for segmentation and its attendant conditions, the inability of various concepts of ethnicity to provide a basis consistent with segmentation needs is considered. Limitations in the conceptual frameworks proposed for using ethnicity to operationally segment markets are identified and an alternative foundation for targeting is proposed