Ethnic marketing potential in England and Wales: new evidence from the 2001 UK census

Sirkeci, I ORCID: https://orcid.org/0000-0002-2334-7424 2009, 'Ethnic marketing potential in England and Wales: new evidence from the 2001 UK census' , Asian Journal of Marketing, 3 (1) , pp. 1-9.

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Abstract

This research presents an analysis of the ethnic breakdown of the population in England and Wales and show the potential of ethnic market segments. This study uses the data from 1991 and 2001 UK censuses and 2004 Annual Population Survey data to show the ethnic breakdown of the population in England and Wales. Since 1999, most of the increase in market value in terms of expenditures is likely to be generated by ethnic minorities in England and Wales. This study demonstrates that the ethnic minority market in England and Wales has rich opportunities to offer. Ethnic market in the UK is a fast growing market. This is a crude estimation of the market value but still indicates the broader trend. Further studies investigating both the customer expenditures and attitudes are needed to gain a comprehensive and insightful understanding of the ethnic market in the UK. This is the first analysis of the ethnic market potential in the UK based on the 2001 Census data which was released in 2004. The brief analysis could be helpful for practitioners who might be targeting ethnic segments in the UK. It is also a starting point providing a brief examination for those considering further research on the subject. This study offers the first ever review of the ethnic potential in England and Wales based on the 2001 Census data. It also highlights the potential of this data for marketing research.

Item Type:	Article
Schools:	Schools > Salford Business School
Journal or Publication Title:	Asian Journal of Marketing
Publisher:	Academic Journals Inc
ISSN:	1819-1924
Depositing User:	Ibrahim Sirkeci
Date Deposited:	10 Nov 2022 12:41
Last Modified:	10 Nov 2022 12:41
URI:	https://usir.salford.ac.uk/id/eprint/65543

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