Domestic Cross Cultural Marketing in Australia: A Critique of the Segmentation Rationale

While individual ethnic groups are of potential marketing relevance in culturally diverse societies such as Australia, multicultural marketing has tended to aggregate across ethnic groups. This approach is questioned in this paper as ethnicity and culture are characteristics of individual ethnic groups and, the strategic aggregation of ethnic groups for segmentation purposes may be weakened by ethnicity and differing rates of acculturation. No justification is found in the marketing literature for the use of aggregation approaches in culturally diverse societies.