Diaspora Market

A diaspora is a scattered population with a common origin in a smaller geographic locale.

Diaspora can also refer to the movement of the population from its original homeland.
Smaller markets are created abroad by identifying and targeting diaspora markets.
However, companies or brands are not always well received in such areas.

Categories of Immigrants
a.
b.
c.
d.

Assimilators
Marginals
Ethnic Affirmers
Biculturals

Marginals
Assimilators
Highly adaptive to host culture
Purchase host culture products
Want to fell included
Rarely retain home culture
identity
Rarely purchase home culture
products
Dont want to stand out

Feel they have been

marginalized by the society
Usually poor immigrants
Lack of economic and
educational opportunities
Neither culture can influence
buying behavior
Factors for purchasing
Affordability
Functionality
Durability

Ethnic Affirmers

Biculturals

Remain distant from host culture

May deride customs of host
culture
Cling to home culture identity
Purchase products from
homeland
To preserve identity
Good target for emerging giants

Sense of belonging while

retaining identity
Alter conduct for different
contexts
Use elements of both cultures
Compared to Ethnic Affirmers
Better educated
Higher socioeconomic status

Besides the importance of the type of diasporas in building global brands, four other
elements are important:

1. The brand must be universally attractive: in order to succeed it is necessary that a broader
population must have a positive attitude toward a brand.

2. The diaspora needs to be large enough: the relative size of the diaspora to the home
countrys population is crucial, because it must be big enough to justify investments involve in
the building of global brands.

3. Distribution of the diaspora must encourage brand expansion on the national scale: A
diaspora distributed all over a country and simultaneously concentrated in certain key locations
is most beneficial for emerging companies. In this way diasporas serve as nodes through which
the brands are distributed to various regions; as a result that the mainstream can be reached in
a cost-efficient way.

4. Socioeconomic conditions of diaspora must encourage brand bulding: It is important

that members of a certain diaspora coincide to some extend with the host populations profile,
because it is well known that people are much more likely to socialize with similar people.