Multicultural marketing, Ethnic Advertising and Marketing in Australia - Sydney Some ad hoc ads mashup just to show why multicultural marketing is important. Refer to the below link https://youtu.be/UD4I91-uih0

1. Multicultural Marketing Index
Applied Research Project
Final Review
11th April 2014

3. Purpose and Objective
Objective-2a: To identify the psychographic parameters
that influence people’s buying decisions
Objective-1: To evaluate the impact of ethnic
advertisement versus mainstream advertisement
Objective-2b: To create an Index/Framework which maps
different communities based on psychographic
parameters
Research Objective

4. What is MMI?
It is a generic framework for mapping different ethnic
communities based on cultural and psychographic traits that
can be applied to different industry segments for:
Assessing industry’s reach to their target community
Calculating level of connection with their target community
Analysing impact of advertisement on the buying decisions of the consumer
MMI = Multicultural Marketing Index

5. • Literature
Review
• Discussions
Theory
• Purpose
• Objective
Hypothesis
• Secondary
Research
• F2F, FGD
• Qualitative
Approach
Observation
• Quantitativ
e Approach
• Data
Analysis
• Application
Confirmation
Research Approach

6. • Secondary Research
– Demography
– Immigration Trends
– Literature Review
• Primary Research
– Face to Face Interviews
– Identification of Parameters
– Questionnaire
– Pilot Survey
Recap of Mid Review

7. Chinese Indian Overall
Population 403193 208488 23,412,282
% of total population 1.72% 0.9% 100%
Median Age 35 31 37
Median Individual Weekly Income $328 $663 $577
Language Spoken at home other
than English
96.7% 88.7% --
Proficient in Speaking English 67.1% 93.3% --
Secondary Research
Demographic facts Summary
Indicates differences in
Income level
Indicates level of
language barrier

8. • Presents a framework to examine
relationship of Multicultural Marketing
and Business performance
• Deep analysis of a number of successful
cases and failed attempts
• Focuses on need for move away from
marginal multicultural marketing as just
a marginal add-on to automatic built in
aspect
• Application part is left for further
extension.
Secondary Research
Multicultural Marketing in Australia
Ian F. Wilkinson and Constant Cheng
©Journal of International Marketing
Vol. 7, No. 3, 1999, pp. 106-125
ISSN 1069-031X

9. Source: HBR, June 2013
Secondary Research
Diaspora Marketing Harvard Business Review

10. Secondary Research
Hofstede Model

11. For Parameter identification
• Face to Face Interviews (pre-midterm)
• Expert Views
Grading of Parameters
• Survey (Online and F2F)
• Quantitative Techniques
• Delphi Method
Primary Research

12. Objective-2a: To identify the psychographic parameters that
influence consumer’s buying decisions

13. Identification of Parameters
Literature
Study
Response
Analysis
F2F
Survey
Research Approach - Qualitative

14. Family Income
Brand
Prestige Price
Emotions
Discount
Achievement
Friends Quality of Life
Aesthetics
Value for Money
Informal Interviews

15. Video

16. Prestige Price Sensitivity Aesthetics
Social Collectivism/
Independence
Influence of mother
tongue
Mainstream media
penetration
Masculinity /
Femininity
Channel Reach
8 Parameters

17. Objective-1: To evaluate the impact of ethnic advertisement
versus mainstream advertisement

18. Indians Chinese
Hypothesis 1:
H1: Ethnic community living in Australia do not necessarily connect equally with mainstream ads and
ethnic ads
H0: Ethnic community living in Australia connects equally with mainstream and ethnic ads
Hypothesis 2:
H1: Ethnic community living in Australia do not necessarily connect equally with mainstream and
english ethnic ads
H0: Ethnic community living in Australia connect equally with multicultural ads
Hypothesis 3:
H1: Ethnic community living in Australia do not connect equally with English Transcreated Ads and
Regional Language Transcreated Ads
H0: Ethnic community living in Australia connect equally with English Transcreated Ads and Regional
Language Transcreated Ads
Hypothesis

19. For Hypothesis testing
• The two segments: Sample size of 30 each
– Indian
– Chinese
• Location selection for in-person survey
– Harris Park for Indian Community
– Chinatown for Chinese Community
– Burwood, UWS campus
Sampling Plan – Ad Effectiveness

20. Sample Demography
Sample Demography
Indian Community

21. Sample Demography
Sample Demography
Chinese Community

22. Ads Effectiveness - Indians
Test #1:
Most preferred ad out of English mainstream, Transcreated, Translated Transcreated.
Ad 1 [English Mainstream] Ad-2 [English Transcreated] Ad-3 [Hindi Transcreated]

23. Ads Effectiveness - Indians
Test #2:
Compare effectiveness of message (1) Message (2) Background.
Ad 1 [English Mainstream] Ad-2 [English Transcreated]

24. Ads Effectiveness - Indians
Test #3
To test the language preference.
Ad 2 [English Transcreated] Ad-3 [Hindi Transcreated]

25. Quantitative Analysis
Indians

26. Hypothesis 1
•Main Stream, English transcreated & Hindi translated
Ads have same impact on Indian PopulationH0
•Main Stream, English transcreated & Hindi translated
Ads do not have same impact on Indian PopulationH1
Chi Calculated=(F0-Fe)^2/Fe = 2.6
Chi critical= CHINV(probability, df) = 5.99
Chi-calculated < Chi-critical
H0 is not rejected.
6
13
11
0
2
4
6
8
10
12
14
English
Mainstream
English
Transcreated
Hindi
Transcreated
Hypothesis-1

27. Hypothesis 2
• English Main Stream & English transcreated Ads
have same impact on Indian PopulationH0
• English Main Stream & English transcreated Ads
do not have same impact on Indian PopulationH1
Chi Calculated=(F0-Fe)^2/Fe = 6.53
Chi critical= CHINV(probability, df) = 3.84
Chi cal > Chi critical
H0 is rejected
8
22
0
5
10
15
20
25
English Mainstream English
Transcreated
Hypothesis-2

28. Hypothesis 3
• English transcreated & hindi Transcreated Ads
have same impact on Indian PopulationH0
• English transcreated & hindi Transcreated Ads
do not same impact on Indian PopulationH1
Chi Calculated=(F0-Fe)^2/Fe = 8.9
Chi critical= CHINV(probability, df) = 5.99
Chi-cal > Chi-critical
H0 is rejected
14
13
2
0
2
4
6
8
10
12
14
16
English
Transcreated
Hindi
Transcreated
Both
Hypothesis-3

29. Ad Effectiveness – Chinese
Ad-1 (English Mainstream) Ad-2 (English Transcreated) Ad-3 (Translated Transcreated)
Test #1:
Most preferred ad out of English mainstream, Transcreated, Translated Transcreated

30. Ad Effectiveness – Chinese
Test #2 :
Compare effectiveness of message (1) Message (2) Background.
Ad-1 (English Mainstream) Ad-2 (English Transcreated)

31. Ad Effectiveness – Chinese
Test #3:
To test the language preference.
Ad-2 (English Transcreated) Ad-3 (Translated Transcreated)

32. Quantitative Analysis
Chinese

33. Hypothesis 1
•Main Stream, English transcreated & chinese transcreated
Ads have same impact on chinese PopulationH0
•Main Stream, English transcreated & chinese translated
Ads do not have same impact on chinese PopulationH1
Chi Calculated=(F0-Fe)^2/Fe = 15.8
Chi critical= CHINV(probability, df) = 5.99
Chi cal > Chi critical
H0 is rejected
3
7
20
0
5
10
15
20
25
Main stream English
Transcreated
Chinese
transcreated
Series1
Hypothesis-1

34. Hypothesis 2
•English Main Stream & English transcreated Ads
have same impact on chinese PopulationH0
•English Main Stream & English transcreated Ads
do not have same impact on chinese PopulationH1
Chi Calculated=(F0-Fe)^2/Fe = 8.53
Chi critical= CHINV(probability, df) = 3.84
Chi cal > Chi critical
H0 is rejected 7
23
0
5
10
15
20
25
Main stream English Transcreated
Hypothesis-2

35. Hypothesis 3
• English transcreated & Chinese Transcreated
Ads have same impact on Chinese PopulationH0
• English transcreated & Chinese Transcreated
Ads do not same impact on Chinese PopulationH1
Chi Calculated=(F0-Fe)^2/Fe = 21.8
Chi critical= CHINV(probability, df) = 5.99
Chi cal > Chi critical
H0 is rejected 5
22
3
0
5
10
15
20
25
English
Transcreated
Chinese
transcreated
Both
Hypothesis-3

36. Ad Effectiveness Survey Outcomes
• Ethnic communities connect more with Ethnic Transcreated
Ads.
• Indian community prefers English transcreated ads over
mainstream ads
• Indian community connects almost equally with English
transcreated and Hindi transcreated ads
• Chinese community prefers English transcreated ads over
mainstream ads
• Chinese community prefers Chinese transcreated ads over
English transcreated ads

37. Objective-2b: To create an Index/Framework which maps
different communities based on psychographic parameters

38. Rating of Parameters
Data
Analysis
F2F
Survey
Online
Survey
Research Approach - Quantitative

39. Online Survey

40. Parameter Grading
• The three segments: Sample size of 30 each
– Australians, New Zealander & English/Scottish/Irish
– Indian Community
– Chinese Community
• Primarily online survey for target communities
Sampling Plan – Parameter Grading

41. Sample Analysis - Chinese

42. Sample Analysis - Chinese

43. Sample Analysis - Indians

44. Sample Analysis - Indians

45. Parameter Grading for Communities
# Parameter
Grading
For Chinese
Grading
For Indian
Grading For
Australians
1 Prestige 4.50 4.36 6.50
2 Price Sensitivity 5.09 4.61 4.40
3 Aesthetics 4.50 4.68 5.18
4 Social Collectivism
4.40 4.33 4.8
5 Prevalence of mother tongue
3.88 3.48 --
6 Masculinity 3.55 3.89 5.16
7 Mainstream media penetration 2.78 3.21 --
8 Ethnic Channel Reach 2.66 3.51 --

46. How Parameters Are Graded?
Questions
Coded
Parameters
Question
Weightage
Response
Averages
Graded Weightage
Chinese Indian Chinese Indian
Is achievement and success more important to you
than work life balance?
Masculinity 100% 3.55 3.89 3.55 3.89
Do brands play a very important role in your buying
decisions?
Prestige 100% 4.50 4.36 4.50 4.36
Your buying decision depend on the price of the
product
Price Sensitivity Q1 50% 5.06 4.33
5.09 4.61Package deals / discounts / offers influence you to buy
the product
Price Sensitivity Q2 50% 5.13 4.88
Your purchase decision is influenced by friends or
family
Collectivism Q1 70% 4.31 4.03
4.40 4.33How often are you accompanied by your family
members while shopping?
Collectivism Q2 30% 4.59 5.03
Would you like to see an advertisement in your mother
tongue and would it influence you to buy the product?
Language Barrier 100% 3.88 3.48 3.88 3.48
How many hours per week do you watch the channel
of your home country or any regional channel?
Ethnic Channel reach 100% 2.78 3.21 2.78 3.21
How many hours per week do you watch Australian or
any other English TV channel?
Mainstream Channels 100% 2.66 3.51 2.66 3.51
Colors in the advertisements influence you to watch
the ad and buy the product
Aesthetics 100% 4.06 4.55
4.50 4.68
Overall look and feel in the advertisements influence
you to watch the ad and buy the product
Aesthetics 100% 4.94 4.82

47. Industry Weightage – Delphi Method
# Parameter
Telecom
Services
Automobile
1 Prestige 5 25
2 Price Sensitivity 40 20
3 Aesthetics 15 15
4 Social Collectivism 20 15
5 Prevalence of mother tongue 5 5
6 Masculinity 5 10
7 Mainstream media penetration 5 5
8 Ethnic Channel Reach 5 5

48. MMI Application - Automobile
# Parameter
Industry
Weightage (IW)
Ethnicity
Grading (EG)
Chinese
MMI = IW * EG
1 Prestige 25 4.50
112.5
2 Price Sensitivity 20 5.09 101.8
3 Aesthetics 15 4.50 67.5
4 Social Collectivism 15 4.40
66
5 Prevalence of mother tongue 5
3.88
19.4
6 Masculinity 10 3.55
35.5
7 Mainstream media penetration 5 2.78 13.9
8 Ethnic Channel Reach 5 2.66 13.3
MMI 429.9

49. Correlation Analysis

50. Price Sensitivity Vs Years Lived in Australia

51. Price Sensitivity Vs Income Level

52. Income Level Vs Prestige

53. Include more & More
response to the survey
Include More
Ethnicities to index
Apply it to as
many industry
possible
• .
Way Ahead!

54. • Number of Responses
• Diversity in samples – High net-worth
individuals, Generations
• Time constraints
Critique and Limitations

55. • Industry Weightage calculation
• Media reach grading
• Focus Group Discussion
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