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The study makes a novel contribution to ethnomarketing for diaspora communities by examining the preferences and consumption needs of consumers of Turkish origin in Germany with regard to wedding events in a differentiated manner. It becomes clear that while there is a high diversity of preferences, these preferences can be classified factor-analytically and assigned to consumption patterns. The systematics obtained can substantiate empirical research on target groups of Turkish origin in Germany.

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Summary and Conclusion

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  • 发表日期：

    2025年

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  • Ergün Kalayci

摘要

The study makes a novel contribution to ethnomarketing for diaspora communities by examining the preferences and consumption needs of consumers of Turkish origin in Germany with regard to wedding events in a differentiated manner. It becomes clear that while there is a high diversity of preferences, these preferences can be classified factor-analytically and assigned to consumption patterns. The systematics obtained can substantiate empirical research on target groups of Turkish origin in Germany.