Unintended consequences of race‐based segmentation strategies
Abstract
Purpose
The purpose of this paper is to review the pitfalls and potentials of segmentation decisions based on the visible demographic variable of race.
Design/methodology/approach
The paper takes as its approach a review of assumptions and values of use of race as a marketing segmentation strategy, but places them against the inherent dangers that could be overlooked in a retail environment. The paper's purpose is to note the misuse of the planning tool of segmentation.
Findings
Dealing with race‐driven decisions could create an unwelcome or even segregating situation with potential for customer loss or even discrimination. The business needs to understand how to attract and retain customers of all types.
Originality/value
It is easy to forget that people of any type could be valued customers, and no store should, intentionally or otherwise, desire to discourage some customers at the expense of gaining others.
Keywords
Citation
Davidson, E.F. (2009), "Unintended consequences of race‐based segmentation strategies", Journal of Consumer Marketing, Vol. 26 No. 3, pp. 141-142. https://doi.org/10.1108/07363760910954073
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited