Inclusive marketing: Filipino market adaptability to inclusive marketing strategies

• Main Authors: Garcia, Katrina Ysabel, Pena, Tiffany Claire, Saslcedo, Shanel Jeanette, Santos, Joseph Emil N.
• Format: text
• Published: Animo Repository 2020
• Subjects: Marketing; Advertising
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/11285
• Institution: De La Salle University

Using an inductive approach, this exploratory research aims to understand the adaptability of inclusive marketing in the emerging market of the Philippines. There is a lack of literature regarding the subject matter of inclusive marketing in the Philippines, and this research aims to pioneer an understanding of inclusive marketing in the Philippines. Inclusive marketing adapts from the multi-ethnic marketing communications approach that aims to target different ethnic minorities and social groups through cultural representation in advertising. This study gauges the perception and possible effectiveness of inclusive marketing in an environment that is relatively new to it, by adapting the Theoretical Model of Inclusive Marketing by Licsandru & Cui (2018) which describes ethnic marketing effectiveness and subjective social inclusion and self-congruity.