Building a Relationship with Ethnic Consumers: From the Exotic to the Ethnic Assortment

In recent decades many Countries have become multicultural societies. Many researchers have stressed the relevance of understanding the ethnic cultures and their impact on consumption behaviors and marketing practices. This is even more true in Countries that only recently are facing the presence of ethnic minorities. This article aims at analyzing the beginning of the relationship between indigenous retailers and immigrants. After a review of relevant literature in the area of ethnic consumer behavior and retailer marketing strategies, this article analyzes a case study, involving an Italian large-scale retailer, and its project aiming at targeting ethnic consumers. Issues and implications are then discussed.