Ethno marketing as a phenomenological method to understand co creation in subsistence markets: a conceptual discussion

Muppuri Sekhar, S. S. Prasada Rao


Culture has often considered as one of the key determinant factor while considering the consumer behaviour. Cultural plays a major role in the marginal markets. Over 60% of the world’s population lives at the margins. The ethnic target group behaviour, attitudes, values, consumption and reception behaviour are key in business success and there should be separate approach to study them.

Ethno-Marketing is a study of human emotions and the culture in subsistence or marginal markets. It helps to pick the cultural nuances of the market and allow us to capture cultural differentiators. It lays the foundation of cultural dimension to analyse consumers from a cultural lens such that organizations can take appropriate decisions.

Ethno-market has a synchronous relationship with phenomenology as both of them study the contextual life world and are concerned with capturing emotions and experiences of individuals.

The following paper reveals some important concepts and principles of ethno-marketing and its relationship with phenomenology.


Ethno marketing, Phenomenology, marketing, culture, marketing research

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