DIASPORA

BUSINESS
MARKETS
 DIASPORA

• Diasporas are groups living away from their birth countries such as first-generation
immigrants. The idea is to market your brand to a group that is familiar with and has an
affinity for offerings that come from their home country.
 THE LURE OF DIASPORAS

• Since 2000, the number of first-generation immigrants worldwide has risen sharply, from 150
million to 214 million—a 42% increase.

• Marketing to diasporas is becoming

– increasingly attractive
– Shrunk Distances
– Affordable Air Travels
– Inexpensive Telecommunication
 TARGETING THE RIGHT IMMIGRANT

• After people immigrate, they consciously and subconsciously modify aspects

of their identity in response to the host culture. Marketers have observed
changes in the attitudes, lifestyles, purchase and usage behaviors of
immigrants.

• Maintaining their cultural distinctiveness while living in foreign society

• Affiliating themselves with Host culture

SEGMENTING DIASPORAS
 ASSIMILATOR

• They adopt host country culture

• They won’t buy products from homeland
• Hyper prone to purchase home country brands
 MARGINAL

• Usually Poor people

• Lack economic and educational opportunities
• Affordability, Functionality and Durability
• Culture don’t influence their purchase decisions
 ETHNIC AFFIRMERS

• Prefer Home country products

• Stick to cultural values
• Retain their identity
• Attractive segment
 BICULTURAL

• Sense of belonging to both home and host country

• Better educated
• Higher incomes
• Socioeconomic status
• More involved in local social networks