The sensitive case of ethnicity The example of the study of diversity in marketing

Abstract

This article examines the notion of ethnicity and its use as a market segmentation variable. Ethnicity, as a sensitive and even polemical object of study, leads researchers to make theoretical and operational choices that are often based on colonial paradigms. This research therefore has an impact on the dissemination of certain ideologies at the expense of others. Isn't ethnicity an artifact that exists only because we have decided to study it? The notion of cultural identity, which can be generalized to all consumers, is an interesting conceptual alternative to that of ethnicity.