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Revisiting the substantiality criterion: From ethnic marketing to market segmentation

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  • Pires, Guilherme D.
  • Stanton, John
  • Stanton, Patricia

Abstract

This paper examines the meaning and application of the concept of substantiality for consumer market segmentation and target selection with a focus on ethnicity and minority ethnic groups. In contrast with interpretations of segment substance anchoring on some sufficient potential size to justify time and effort involved in planning, the objective is to consider key group dimensions to ascertain potential substantiality. Common criteria proposed to assess substance are essentially an exhortation to assess the value of the segmenting opportunity. An increase in producer surplus meets this requirement but this consideration is done post hoc. The challenge for market segmentation is to assess substantiality a priori. This paper presents a screening approach based on appraising minority ethnic group resources that enables such an assessment and has potential applicability to other consumer subcultures.

Suggested Citation

  • Pires, Guilherme D. & Stanton, John & Stanton, Patricia, 2011. "Revisiting the substantiality criterion: From ethnic marketing to market segmentation," Journal of Business Research, Elsevier, vol. 64(9), pages 988-996, September.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:9:p:988-996
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    References listed on IDEAS

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    Cited by:

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    3. Victoria K. Wells & Sarah Forbes & Madeline Powell & Daragh O'Reilly, 2022. "Segmentation, environmental identity and stages of change: An application to a wildlife trust," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 934-949, March.
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    5. Dose, David & Walsh, Gianfranco & Ruvio, Ayalla & Segev, Sigal, 2018. "Investigating links between cultural orientation and culture outcomes: Immigrants from the former Soviet Union to Israel and Germany," Journal of Business Research, Elsevier, vol. 82(C), pages 281-289.
    6. Hampson, Daniel P. & Grimes, Anthony & Banister, Emma & McGoldrick, Peter J., 2018. "A typology of consumers based on money attitudes after major recession," Journal of Business Research, Elsevier, vol. 91(C), pages 159-168.

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