ABSTRACT
Substantiality is the most important factor for a minority ethnic group to be of interest to business, as well as homogeneity within itself and heterogeneity relative to other groups. However, if critical mass is not enough it may be possible for businesses to look at a sort of persona marketing. That involves looking for similarities between groups and, as long as there are enough similarities for critical mass to be achieved, then you design value propositions that will appeal for the groups involved. This is not specific to ethnicity. There is still an ethnic divide there. But businesses are making the best out of the groups. So ethnic marketing should not be seen as just a marketing effect. It is something that exists.
