Language, Ethnical Identity and Consumer Behavior: A Cross-Cultural Study of Marketing Communication in the Region FVG

Abstract

In the multiethnic EU contest, the European Institutions encourage all citizens to be multilingual by learning at least two languages in addition to their mother tongue, including the local languages to maintain alive their cultural backgrounds and preserve their ethnic identity. The objective of this study is to verify whether the local language used in marketing communication strategies could significantly affect the consumers’ preferences for food product and their decisions. The theoretical framework is given by the consumer motivational approach that enlarges the traditional consumer theory including other determinants of consumers decisions as the language and ethnicity; the empirical analysis is performed with the multivariate conjoint analysis to evaluate the influence of the cross cultural influence in consumer’s choice. A number of students from the university of Udin have been interviewed with a questionnaire focusing on preferences for a simulated packed sandwich product distributed by vendor machine inside the University space to test the influence of local language. The results suggest some reactions to the messages reported by package in different languages depending on the level of language knowledge and suggest their use for potential demand segmentation to generate niche markets. These results can be generalized to the many regional markets in the EU where the identity construct evocated by the local language can be used in market communication strategies to increase the local food demand and customization.