By:
Bashir Uj Jaman
The impact of Corporate Advertising and branding on Ethnic Minorities in London in the Telecom Industry: The case of Dialacode International Calling Services and 3 London
minorities.
Impact of Corporate Advertising and branding on Ethnic Minorities in London
Table of ContentsLIST OF FIGURES:..........................................................................................................5
LIST OF TABLES............................................................................................................6
ACKNOWLEDGEMENT.................................................................................................7
DEDICATION..................................................................................................................8
DECLARATION...............................................................................................................9
STATEMENT 1..............................................................................................................10
STATEMENT 2..............................................................................................................10
EXECUTIVE SUMMARY.............................................................................................11
CHAPTER 1-INTRODUCTION....................................................................................13
1.0 Introduction:..............................................................................................................13
1.1 Research background:...............................................................................................13
1.2 Research Question:....................................................................................................18
1.3 Objectives..................................................................................................................18
1.4 Importance of the research topic:..............................................................................19
1.5 Appropriateness of research topic:............................................................................19
1.5 Scope of the research:................................................................................................19
1.6 Structure of the Research:.........................................................................................20
1.7 Conclusion:................................................................................................................21
CHAPTER 2-LITERATURE REVIEW.........................................................................22
2.0 Introduction:..............................................................................................................22
2.1 Importance of Literature review:...........................................................................22
3.0 Ethnic Minority:........................................................................................................23
3.1 Proportion of ethnic groups in UK:.......................................................................24
3.2 Effect of Globalisation on ethnicity:.........................................................................26
Figure 4: Immigrant in UK..........................................................................................27
4.0 Telecommunication Sector in UK:............................................................................28
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Figure 6: Market share of UK Mobile networks.............................................................28
4.1 Role of MVNOs and the challenges it faces:............................................................28
4.2 Cheap International Calls-Voice over Internet Protocol (VOIP):.............................29
4.3 International Calling Services in UK:.......................................................................29
4.4 Types of VOIP products in UK market:....................................................................30
4.4.1 Mobile Virtual Network Provider (MVNO):......................................................30
4.4.2 International Calling Cards:................................................................................31
4.4.3 Pre paid Access code Service from Main Mobile Network Provider (MNO):
.....................................................................................................................................32
4.4.4 Post Paid access code from landline:..................................................................33
4.4.5 Account based service from both mobile and landline:......................................33
4.5 Challenges for Telecom Industry:.............................................................................33
5.0 Influence of ethnic minority and ethnic media to develop ethnic advertisement:.....35
5.1 Influences of Language in designing advertisement materials:................................35
5.4 Branding:.................................................................................................................39
6.0 Conclusion:................................................................................................................40
CHAPTER 3- METHODOLOGY..................................................................................41
7.0 Introduction:..............................................................................................................41
7.1 Nature of research:....................................................................................................43
7.2 Research strategy and Data collection Method:........................................................43
7.3 Sampling:...................................................................................................................47
7.4 Limitation of research:..............................................................................................48
7.5 Ethical Issues:............................................................................................................48
7.6 Anticipated Time Line:..............................................................................................49
CHAPTER 4- FINDINGS...............................................................................................50
8.0 Introduction:..............................................................................................................50
8.1 Process of Data Collection:.......................................................................................50
8.2 Findings of the Questionnaire:..................................................................................50
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8.2.1 Best medium of advertisement:..........................................................................51
8.2.1.1 Bangladeshi ethnic media:...........................................................................52
8.2.1.2 Pakistani Ethnic Media:...............................................................................53
8.2.1.3 Indian Ethnic Media:....................................................................................55
8.2.2 Influential advertisement method for international calling:...............................57
8.2.3 Favourite International calling service:..............................................................58
8.2.4 Findings on Branding:......................................................................................59
8.2.4.1 Branding – Name:........................................................................................59
8.2.4.2 Branding-Logo:............................................................................................60
8.2.4.3 Branding-Dialacode:....................................................................................61
8.3 Conclusion:................................................................................................................63
CHAPTER 5- DATA ANALYSIS..................................................................................64
9.0 Introduction:..............................................................................................................64
9.1 Analysis of the Questionnaire:..................................................................................64
9.1.1 Respondent’s information:..................................................................................64
9.1.2 Advertisement information:................................................................................65
9.1.3 Information about branding:...............................................................................66
9.1.4: Information about Dialacode poster advertisement:..........................................67
9.2 Conclusion:................................................................................................................67
CHAPTER 6- CONCLUSION AND RECOMMENDATION.......................................68
Recommendation.............................................................................................................70
REFERENCE & BIBLIOGRAPHY...............................................................................71
Appendix A: Questionnaire.............................................................................................76
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LIST OF FIGURES:
Figure No Name Page No.
1 Research Structure 20
2 Age distribution of ethnic group 24
3 Regional Distribution of Asian Community in UK 26
4 Immigrant in UK 27
5 Destination of Immigrants within the UK 27
6 Market share of UK Mobile networks 28
7 Population, Sample and Individual cases 48
8 Popularity chart of Bangladeshi ethnic TV 53
9 Popularity chart of Bangladehsi ethnic Newspaper 53
10 Popularity graph of Pakistani ethnic TV 54
11 Popularity graph of Pakistani Ethnic Newspaper 55
12 Popularity Pie Chart of Indian Channel 56
13 Indian ethnic Newspaper Popularity pie chart 57
14 Bar diagram of efficient method of advertisement for international calling
58
15 Mostly used international calling type products 58
16 Favourite brand name for international calls 58
17 Brand name for MVNO‘s 59
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LIST OF TABLES
TABLE NO TABLE NAME PAGE NO1 Mixed and Main Minority ethnic group by age band 242 Ranking of UK MVNO‘s 303 Anticipated time plan for research 494 Brand name for MVNO‘S 595 Result of Brand Logos for MVNO‘s 606 Dialacode‘s best advertisement medium 62
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ACKNOWLEDGEMENT
This writing of dissertation is one of the toughest challenges that I had to take in my
life. Despite of hard time, I enjoyed doing it because of selfless support from many
people around me. I am heartily thankful to my supervisor, Mr.Adrian Gauci, whose
encouragement, guidance and support from the initial to the final level enabled me to
develop an understanding of the subject. It is my pleasure to thank to all the stuff of
Core Communication, specially Mrs. Rosie and Mr. Emad Bakshy for their assistance
for guiding me on each and every step during this research. Above all, I want to thank
my family members, my beloved parents to comfort me and encouraging me to do my
MBA.
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DEDICATION
This research has been dedicated to migrant people-ethnic minority of all the
communities around the world who have left their birth place to support them and their
family.
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DECLARATION
This work has not previously been accepted in substance for any degree and is not being
concurrently submitted in candidature for any degree
Signed:
--------------------------------------
Date: 5th January, 2012
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STATEMENT 1
I hereby declare that the work presented in this dissertation is, to the best of my
knowledge, my original work, except as acknowledged in the references. It is original
and a result of my own research. It has not been copied from anywhere or from anyone.
This dissertation is the result of my own investigations and analysis, except where
otherwise stated.
Where corrections services have been used, the extent and nature of the correction is
clearly marked in a footnote.
Other sources are acknowledged at reference section.
Signed:
Date: 5th January, 2012
STATEMENT 2
I hereby give consent for my thesis, if accepted, to be available for photocopying and
for inter-library loan, and for the title and summary to be made available to outside
organizations
Signed:
Date: 5th January, 2012
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Impact of Corporate Advertising and branding on Ethnic Minorities in London
EXECUTIVE SUMMARY
This research has been done to help companies develop efficient advertisement and
hence branding techniques to reach ethnic minority from Bangladeshi, Pakistani and
Indian background in UK, especially to advertise for international call service. Research
shows that most of the ethnic minority are influenced by TV, BUS and Window Poster
advertisement. Mostly used international calling service is done by calling card. Result
of mostly watched electronic media and paper media is presented in this paper.
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CHAPTER 1-INTRODUCTION
1.0 Introduction:
Aim and objective of this research is going to be outlined in this chapter. The reason for
researching on this topic and the way the result of it going to benefit the industry will be
discussed. An overall idea of the research will be outlined in research structure section.
Overall, this chapter is dedicated to give direction to the research.
1.1 Research background:
Marketing is in the heart of any business. One cannot think of any business without
marketing. Chartered institute of marketing (CIM) define marketing as ‘’The
management process responsible for identifying, anticipating and satisfying
customer requirements profitably ‘’. After identification of customer requirements, a
company should be able to let customer know about the product by right type of
advertisement. Advertisement is the means of making known in order to sell
(Jefkins,F.,2000). Therefore, understanding culture and mindset of the target customer
is crucial to send the information correctly in order to win the heart of customer to make
them buy the product.
Advertisement can be done through both electronic media, paper media or other point of
advertisement like billboard, bus, POS material- Posters, decorating shop windows with
sticker, banners, umbrella etc. Electronic media includes Television, Radio, Internet-
Social media, mobile marketing, email marketing and Paper media includes News paper
etc.
A multicultural country like UK enjoys the beauty of merging cultures and sharing taste
of different flavours of life among different ethnic minorities. On the contrary, every
ethnic minority strives and loves to hold the root of their own cultures- Their unique
food habit, clothing design and styles, religious background, moral and societal values,
music, drama, media and national occasions etc.
Therefore, an advertisement made to reach all the population in UK may not reach the
ethnic minorities and an advertisement made for Pakistanis may not be liked by
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Bangladeshis. The way an advertisement cannot be appropriate for both a young man
and old man, in the same way, an advertisement cannot be equally attractive for all the
population in UK. Therefore, market segmentation is required by marketers. A different
marketing and advertisement strategy is essential to reach targeted ethnic minority.
UK is considered as a first world country in the world. Every year thousands of
immigrants comes and settled in UK for various reasons- Study, Job, Tourism, medical
purpose etc. Because of economic strength, developed infrastructure, security and
communication system most of the immigrant settled in UK for long term. But, this
immigrant, in another word, ethnic minorities in UK loves to keep in touch with their
friends and family in their home country. Unlike white British or European people,
Asians and Africans consist of big family and love to stay close to each other both
physically, mentally and socially. Therefore, almost all the ethnic minority in UK makes
international calls from UK to their home country regularly. There are so many
companies who are already giving international call services and every month new
products with new offers, scheme, and new facilities are coming in the market. So, there
is fierce completion in the market which leads companies to better understand the
cultures of ethnic minorities through appropriate medium of advertisement to offer them
right type of international call services is necessary.
United Kingdom is the country of people from different colours, languages, religion and
ethnic minorities. 2001 Census shows that there are 4.6 million people from ethnic
minority background which is actually 7.9% of total population in UK. Research shows
that ethnic minority is growing day by day in UK either for migration or for big family
size among ethnic minorities. With the increase of ethnic minorities, commercial
importance is also growing. Therefore, companies doing business based on ethnic
minority need to understand how to target this segment by finding out their similarity
and difference with mainstream population (Gray, R., 2004). Demography from census
also shows that the higher percentage of ethnic minority is young (58%) while the white
population of sixty years old or over is 21 percent. Especially nearly seven out of ten
from Bangladeshi/ Pakistani background are young (Sonny N., & Andrew L.,1998).
Therefore understanding ethnic minority segment is of great importance to marketers.
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Almost all the people especially 1st generation ethnic minorities whose birth place are
out of UK in their country of origin make international calls to their relatives. Therefore
international call products fall under fast moving consumer goods (FMCG). Hence,
international calling service has become subject of bigger economical importance to
most of the telecommunication companies in UK. Other than small telecommunication
companies or MVNO’s even main mobile network providers in UK like O2 and
Vodafone competing to each other to attract customers for international calls. O2’s my
country and Vodafone’s international freebee gives free international calls on top up of
£10 or over. Importance of this market of international calls has been further proved by
O2’s recent launch of o2 calling card. According to telecom regulator Ofcom, this
international call market is worth of several hundred million pounds (Ho Geoff, 2011).
People make international calls through the use of Voice over internet protocol
(VOIP).VOIP is cheaper than a direct call from landline or mobile. VOIP comes in
different natures such as International calling cards, Mobile virtual private network
(MVNO), Online account system, Access code system from main mobile network and
Free call services such as skype and Yahoo messenger. Different people use different
product or a combination of more than one type of product. Why does consumer of
international call services give preferences to certain product than others? What factors
influences buying behaviour of international calling service users? Is it just prices,
advertisement or brand identity?
Author had chances to work in different telecom companies with international call
services in UK. While working in different telecom companies such as Dialacode
(Access code service), Lebara mobile (MVNO), and Simplecall (Online account
system), author has observed that companies invest a huge amount of money for
building brand identity by the use of different elements of branding. On the other hand,
it has been observed that ethnic minority is price sensitive because most of the users of
international call service are from low income group of the country. Therefore, author
felt the urges to find out answer of the question below:
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Does branding influences buying behaviour of ethnic minority for international
calls?
Branding plays a major role in promoting any service. Name of the product, Logo and
slogan are the three main elements of branding. Branding is done for easy identification
of product so that it spreads easily. Branding brings long term profitability for the
company by strengthening product life cycle of any product.
If branding really helps to influence buying behaviours which means spending money
behind branding helps in increase in sales, then what is the best way of building
brand for this market segment of international call services? Is it name, logo,
colour, music, or different ways of advertisement?
Core Communication is a London based Telecommunication Company. It has many
products to promote international calls such as idial, Hometalk, Yourcall, calling cards,
and dial-a-code (www.dialacode.com) services. It is currently doing advertisement just
by putting posters and leaflets in retail shops for their dialacode services. Because of its
growth and expansions, it is now considering spending a bigger budget for
advertisement. Therefore, Core Communication wants to find out best advertisement
medium to reach Bangladeshi, Pakistani and Indian ethnic minorities which will help
them to properly utilize their advertisement budget. Core Communication’s different
products for international calls works in different ways. Dialacode can be used from
Tmobile and orange and 3g mobiles by dialling a short code such as 290529 before
international numbers. Yourcall is an account based service where people need to
register with yourcall websites. Customers can use both mobile and landline’s free
minutes to dial a access numbers like 02073775534 before dialling international
numbers. Hometalk is a pin less post paid services where you dial a number such as
08443298447 before international numbers. Customers are billed at the end of the
month. Core communication’s calling card Dialcall is available in market. Customer can
use both landline and mobiles to make international calls. In this case, Customer gets
the chance to buy and carry calling cards physically and even use their friends mobile or
Telephone booth in the street to make international calls.
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After getting the information about correct medium of advertisement, Core
communication needs to decide which products they need to advertised more. So they
want to know the popularity of types of international call services among ethnic
minorities. Is it Mobile virtual network providers (MVNO), Calling cards, access
numbers or account based services?
On the other hand, Core communication wants to find out it’s brand position compared
to other competitors in the market. This research of finding factors that helps build
strong brand identity for international call services will help Core communication to
take better decision on building dialacode’s brand identity. As author is currently
working in this company, it is a matter of great privilege to take up this professional
research and give it a shape in an academic format.
How does Dialacode service works?
Dial a code (http://www.dialacode.com/) has set up different short code/access code
(290505) for different countries with T-mobile, orange and 3G mobile to promote cheap
international calls for this network. For example, if you have a T-mobile and if you
want to call Bangladesh, you just dial 290529 followed by international number to reach
your destination.
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1.2 Research Question:
How to reach ethnic minority in UK through efficient advertisement and Branding for
international calls with particularly emphasis on Dialacode service?
1.3 Objectives
To find out the best media to advertise to ethnic minority groups within the
Bangladeshi, Pakistani & Indian communities.
To analyse which method of advertising has influenced the purchase of
international calling services among the Bangladeshi, Pakistani & Indian
communities.
To establish what international calling services the Bangladeshi, Pakistani &
Indian communities mainly use.
To find out if purchase and use is mainly driven by price or brand loyalty amongst target groups namely Bangladeshi, Indian and Pakistani ethnic minority.
To find out brand strength of different international call services and factors that helps to build a strong brand identity.
To find out the awareness of Dial-a-Code amongst the target groups.
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1.4 Importance of the research topic:
Ethnic Minority is growing in UK, especially in London day by day. According to the
2001 Census, proportion of ethnic minority people rose from six percent to nine percent
compare to 1991.Bangladeshis formed 0.5 percent of total population in both England
and Wales. 33.4 percent of Bangladeshi community live in Tower hamlet area. 72.9%
people lives in London are born outside UK. Asian and Caribbean have a disposable
yearly income of 7 billion and 5 billion respectively (Evans et al, 2004). Therefore, it is
a matter of big importance for any organization to design its marketing strategy
focusing on ethnic minority.
1.5 Appropriateness of research topic:
Segmentation plays a major role in marketing. Marketing based on ethnic minority is
part of market segmentation. Many authors have written about importance of marketing
for ethnic minority. That is why this research has a clear link to theory. Though this
research has been carried out for dialacode services, but all Telecom companies along
with any companies interested about knowing right advertisement medium to reach
ethnic minority efficiently will benefit from this research.
1.5 Scope of the research:
UK ethnic minorities are consists of Bangladeshi, Pakistanis, Indians, Srilankan,
Africans, Chinise, Japanese, Eastern European etc. It is not possible to collect and
analyse data for all ethnic minority within limited time. In order to be able to finish this
report on time, researcher and sponsored company- core communication has agreed to
do the research only for Bangladeshi, Pakistani and Indians who actually burn most of
the international minutes through voice over internet protocol (VOIP) technology. A
total of 150 questionnaires, 50 from each community have to be filled up for this
research. It can be done within three weeks time interviewing and filling up 10-15
questionnaire forms a day. Therefore, result of this research is achievable within the
academic time frame.
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1.6 Structure of the Research:
Research is an initiative to bring or discover new knowledge which can be of use for the
humanity either of business value or of social value. Therefore, It needs to be followed a
step by step process in a disciplined manner. Structure of this research is presented by
following diagram.
Figure 1 - Research Structure
Source: Created by the Author (2012)
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Chapter 1 is the introduction chapter which gives direction and draw foundation for the
whole research report.
Chapter 2 is the literature review chapter. In this chapter, previous research and findings
on the similar topic will be investigated. Then Compare and Contrast of opinion will
pave the way forward for this research. Knowledge and understanding of this research
will help author to design questionnaire which will move forward with data collection
and finding further in this report.
Chapter 3 is the methodology sections. This section will give idea to the reader how the
data is collected and why the data collection method is most appropriate for this
research. This will help reader visualize the way data is presented and analysed for
better understanding of findings of the research.
Chapter 4 is Findings part. In this chapter, result of the questionnaire is presented in a
graphical format for better understanding. Presentation of the result in a graphical
format is going to help in analysis section.
Chapter 5 is the data analysis part. In this chapter, finding of the research will be
analysed in light with the aim and objective set in the introductory part.
Chapter 6 this chapter concludes the research with the brief discussion of findings. A set
of recommendation is made based on the finding which helps management in decision
making for future strategy setting. Also, a brief discussion is made to give future
direction to the researcher on this issue.
1.7 Conclusion:
This introductory chapter has brought the discussion about aim and objective of the
research. Clear direction of the research has been set in the research structure. A brief
discussion about importance of the research has been outlined. Next chapter is the
literature review which will bring all kinds of academic debate on the research issue.
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CHAPTER 2-LITERATURE REVIEW
2.0 Introduction:
The aim of literature review is to develop an understanding of the theoretical aspects of
the research topic which would give an insight of the topic to the researcher. These facts
and figures are required by the researcher to formulate his method of data collection and
analysis. This literature review will also be used by the researcher for comparing this
study of theory with the findings gathered through this research.
In this chapter, first of all, all the keywords of the research topic such as ‘’Ethnic
Minority’’, ‘’International calls in UK’’, ‘’Advertising’’ and ‘’Branding’’ is introduced.
And then theoretical discussion on the issues outlined below is presented in different
section of this chapter.
This literature review comprises of
The definition of ethnicity and growth of ethnic minority in UK,
Influence of ethnic minority in development of Telecom sector specially VOIP
services
Rise of ethnic minority media and its use in marketing.
Impact of advertisement on ethnic minority
Branding and its affect on ethnic minority buying behaviour
Segmentation and ethnic minority marketing etc
2.1 Importance of Literature review:
Literature review means finding out existing knowledge about a particular research
topic. Research is done to find out new knowledge, idea or formulate new theory. In
order to find out something new, one must always reflect and look at past. To build a
house, a strong foundation should be first ensured. Literature review is the foundation of
any research.
If researcher agrees with whatever available in literature, there is no point doing the
research. A researcher does not simply agree or disagree with any literature. Researcher
must critically analyze what is being said by other authors. Critically analyzing means,
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just not accepting everything read, just not looking at the surface, but digging deep into
matter to discover the hidden agenda. Critical analysis in research investigation means,
bringing out views of different authors on a particular subject and giving researcher’s
own views on it. Researcher need to find out what is known and what is unknown by
critically analyzing the literature review. In literature review, a researcher presents to its
reader the importance of research currently being done. A critical literature review find
out gap and controversy on the subject matter and pave the way to current research.
Critical literature review does not mean criticising authors of a literature as well as it
does not mean drawing a summary of literature that has been read. A researcher just
does not impose ideas on reader. A literature review must be able to open the eyes of a
reader and widen the level of thinking. So, literature review just does not say ‘’yes’’ or
‘’no’’, it must stay between two; balancing both positive and negative aspects of the
research topic.
3.0 Ethnic Minority:
The term ‘ethnicity’ can be describes as a shared identity or similarity of a group of
people which can be on the basis of a number of characteristics like cultural traditions
including family and social customs, a common geographic origin, common language
and common religion. In other words the key factor in defining an ethnic group is that it
is a distinct community by virtue of different characteristics like a cultural tradition, a
long shared history, a common geographic origin, a common language, a common
religion , or it can be racially conspicuous and being oppressed as a minority (Pires,
D.G and Stanton J.P ,2005).
Bulmer’s (1996) definition of an ethnic group is as follows:
‘’A group of people within a larger population having real or putative common
ancestry, memories of a shared past, and a cultural focus upon one or more symbolic
elements which define the group’s identity, such as kinship, religion, language, shared
territory, nationality or physical appearance. Members of an ethnic group are conscious
of belonging to an ethnic group’’.
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3.1 Proportion of ethnic groups in UK:
In order to help collecting data about ethnic minority, UK Census use a standard set of
harmonization. Harmonization means any UK government organization collecting data
about ethnic minority should follow the standard set of ethnic minority group such as
white, asian and caribbean etc. Classification of age and gender from 2001 cencus is
presented in the chart below:
Figure 2: Age distribution of ethnic group
In the UK ethnic minorities are those groups that are identified, or identify themselves
as coming from various different geographical regions like Indians, Pakistanis,
Bangladeshis, Punjabis, Turks, and Chinese etc. As per a report by Ben Smith on 18 th
November 2008, ethnic minorities make up about 8% of the population of the United
Kingdom. Different main ethnic minority based on age group is presented in the table
below.
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Table 1: Mixed and Main Minority ethnic group by age band
The report further added that in recent years there has been progress in the
representation of blacks and ethnic minority groups in many areas. According to the
national statistics in 2001 it was found that London has the highest proportion of people
from minority ethnic groups apart from more who identified themselves as of Pakistani
origin, of whom there is a higher proportion in Yorkshire and the Humber (2.9 per cent)
and the West Midlands (2.9 per cent). It was also found that two per cent of the
population of England and Wales are Indian, with Leicester having the highest
proportion (25.7 per cent). Geographical representation of Bangladeshi, Pakistani and
Indian in UK Show that most of the ethnic minority from all these three community
lives in London as illustrated below:
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Figure 3: Regional Distribution of Asian Community in UK
Bangladeshis formed 0.5 per cent of the population of England and Wales, with the
highest proportion in the London borough of Tower Hamlets (33.4 per cent). In England
and Wales, 1.1 per cent of people are Black Caribbean, 0.9 per cent is Black African
and a further 0.2 per cent is from Other Black groups (National Statistics, 2001)
3.2 Effect of Globalisation on ethnicity:
The rise in global processes in the past decades like industrialisation, urbanisation and
mass communications has been transforming society and these processes were thought
to end social and political importance of ethnicity. Instead globalisation has resulted in
strengthening ethnicity further, especially with reference to the role of migration. The
role of migration has created ethnic diversity and developed existing ethnicity in the UK
(Pires & Stanton, 2005). Non British people are growing every year in UK as a result of
migration. Following graph shows migration to UK on year on year basis.
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Figure 4: Immigrant in UK
It can be seen from the graph that ethnic minority people are increasing every year in
UK as result of migration. Therefore, any business organization should focus on
developing advertising techniques and branding strategy to cover target ethnic minority
group. Moreover, London is becoming the most multi cultural mega city in the world.
Most of the immigrants coming in UK every year settle in London. Therefore, London
based organization must have marketing plan ready to incorporate broader ethnic
minority in London through targeting specific ethnic minority with proper segmentation
strategy. Following pie chart shows the percentage of new immigrants settling down in
London every year.
Figure 5: Destination of Immigrants within the UK
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4.0 Telecommunication Sector in UK:
The telecommunication industry which is historically non-competitive has seen
important structural changes and growth in recent years. The telecom sector has
experienced great competition and this suggested that telecommunications policy exists
within a societal context and thus must change along with societal factors. Therefore
changes in telecommunication policy towards greater competition with the form that
competition has taken, and the impacts or outcome can be seen as a function of societal
forces. Creativity in the digital marketplace is a daunting task that many companies face
today. Thus this has resulted in providing products and services that require a unique
and synergistic approach to structure, marketing and customer service (Trauth E. M. &
Pitt D., 1992). Following figure shows market share of five major mobile networks in
UK.
Figure 6: Market share of UK Mobile networks
4.1 Role of MVNOs and the challenges it faces:
To develop an understanding of how the wireless market works, an insight into the role
of MVNOs and the challenges that they face is important. Mobile Virtual Network
Operator (MVNO) acquires services and pays another operator to provide some or in
otherwise entire network infrastructure as needed, though the operator markets a
publicly available telecommunications service. The mobile sector has experienced
considerable developments and growing interest from virtual network operations, which
has resulted in a range of options for the balance of facilities Mobile Virtual Network
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Operators (MVNOs) could provide for itself.(John Buckley, 2003). Mobile Virtual
network Operators (MVNOs) can be described as companies that purchase airtime and
product capabilities from major wireless providers and then resell them to individual
users in the form of products and packages. MVNOs ensure that the MVNO brand is
being leveraged productively and at the same time it is creating brand equity. Despite
the many advantages that these services offer to its consumers, MVNOs also face
challenges in the mobile marketplace as they try to establish solid foundations. MVNOs
have to ensure that they can resell service at a profit, and expand air time and service
capabilities as needed. Furthermore getting bills processed, out on time, collected etc is
its responsibility. Then to attract consumers and keep low costs to remain competitive
and at the same time while offering good levels of service so that consumers are
satisfied that they are getting good value for money. Lastly, MVNOs also ensure that
the virtual nature of the operator is completely transparent to the users (Luigi, Giusto &
Maurizio, 2006).
4.2 Cheap International Calls-Voice over Internet Protocol (VOIP):
Voice of internet protocol is the technology that communicates voice using internet
protocol and IP networks VOIP is much flexible than PSTN (Public switched telephone
network).VOIP is very productive as it provides flexibility of price and services. With
the passage of time VOIP will replace PSTN because it reduces costs (Mohamnd, A.S,
undated). VOIP service results in significant savings of upto 65% on home phone bill.
Survey results shows that VOIP subscribers has increased from 1.2 million in 2004 to
18 million in 2009 in USA (VOIP monthly newsletter, 2006).
4.3 International Calling Services in UK:
Technological changes, industry consolidation and deregulatory initiatives have had a
great impact on the telecom industry and over the last 20 years there has been dramatic
growth in international calls in developing countries, mostly because of economic
growth and falling prices. In the past decade there has been an increase in international
calls in the UK and in the early 1990s BT promoted international calling through
marketing programmes. Furthermore constant improvement in technology and growing
competition has led to substantial reduction in international call prices around the world.
The telecom sector in the UK has contributed immensely to various products and
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services to cater to consumer needs. The growing competition with regard to calling
cards, mobile operator services etc have greatly contributed to a new face of the telecom
sector (Loomis & Taylor, 2002).
4.4 Types of VOIP products in UK market:
There are different types of VOIP products in UK market including Skype. Because of
relevancy with this research only paid VOIP product types are listed below:
Mobile Virtual Network Provider (MVNO)
Calling Cards
Pre paid Access code Service from Main Mobile Network
Post paid Access code service from Landline
Account based service from both mobile and landline
4.4.1 Mobile Virtual Network Provider (MVNO):
As discussed earlier MVNO’s hires the services from main mobile networks. It does not
make any difference to customer between a main mobile network like Tmobile, o2,
Orange, Vodafone or 3G and a MVNO like Lyca or Lebara. Because, Customer can
make direct calls without the need of using any access number whether it is local or
international calls; only country code and area code should be dialled at the time of
making international calls. According to the recent survey in May’2011 by
Prepaidmvno.com, UK has 63 MVNO registered in UK. This website has ranked
MVNO’s according to their customer base. Only major MVNO’s that focuses on ethnic
minority are mentioned here. Lebara mobile (lebaramobile.co.uk), Lyca mobile
(lycamobile.co.uk), Nowmobile (nowmobile.co.uk), GT mobile (gtmobile.co.uk),
Vectonmobile (vectonemobile.co.uk), Delight mobile, Simplecall mobile etc. MVNO’s
hires the service from MNO as mentioned earlier. List of MVNO’s in UK along with
their ranking as done by prepaidmvno.com (May, 2011) is presented here.
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Company Networks Ranking Estimated Vol.
Virgin Mobile Orange & -Tmobile 1 3 Mil+
Tesco Mobile O2 2 2.6 Mil+
Lebara Mobile Vodafone 3 2 Mil
Lyca Mobile Orange & O2 4 1.9 Mil+
ASDA mobile Vodafone 5 400K+
Vectone Mobile O2 6 150k+
Amazon Kindle Vodafone 7 130k+
GT Mobile O2 8 100k+
Now Mobile Orange 9 90k+
GiffGaff O2 10 80k+
Utility Warehouse
T-Mobile 11 42.151
Econet Wireless Orange 12 40k+
Talk Talk Vodafone 13 20k+
Talk Mobile Vodafone 14 20k+
iCard Mobile Vodafone 15 5k+
Dialog Viz Vodafone 16 5k
Table 2: Ranking of UK MVNO’s
Source: PrepaidMvno.com
4.4.2 International Calling Cards:
Calling cards comes with a pin number. Calling cards can be used by pay monthly
mobile or landlines using bundles of monthly minutes or by dialling 0845 numbers from
a landline or phone booth. When customer uses free minutes to landlines they get more
minutes than dialling 0845 numbers. There are three steps a customer needs to follow to
connect to international number.
1. Dial access number
2. Enter PIN number then
3. Enter Destination number along with country code.
It has become culture of the UK calling card companies to announce false minutes to
attract customers. For Instances, a calling card with £5 credit announces 1200 minutes
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to Bangladesh hardly gives 250 minutes. There are hidden charges like connection
charge, daily maintenance charge, minimum call charge and limitation on validity.
Most widely used calling card companies in UK are Lycatel (Cobra, Unitel, Africatel,
Eurotel), Nowtel cards (Talkhome, Safari Talk, Maxi Talk, Nigeria talk), Pure Minute,
White Card, IDT cards (Chilli talk) etc.
It is the common marketing practice of UK calling card companies to give
competitively good minutes at the first 2-3 months in order to get confidence of the
users so that it gets referral sales and establish brand name in the market. Later on with
the course of time, it reduces minutes to make profit but most of users remain unaware
of that because they already have got good minutes at first use. With the maturity of
marketing strategy of calling card companies, maturity of consumer behaviour has
already grown. Now, market shows that most of the customer has lost trust on any
specific calling card, hence there is very less brand loyalty and customer ask for new
cards every time they approach calling card shops. Users like calling cards because it
can be carried to anywhere and it can be used from any phone with free minutes. When
customers free minute runs out, they can even use their friend’s mobile or landline to
use calling card. But it is time consuming, complex and customer need to remember or
write down international number to dial after pin number. Most of the international calls
are done by the use of calling card. That is why, even a mainstream mobile like O2 has
recently (June’2011) launched calling card service.
4.4.3 Pre paid Access code Service from Main Mobile Network Provider
(MNO):
There are five MNO’s in UK; Tmobile, Vodafone, O2, Orange, and 3G. Dialacode uses
Tmobile (PAYG and Pay monthly), Orange (PAYG) and 3G (PAYG and Pay monthly)
networks to promote international calls. Customer with any of these three networks
needs to dial different access code for different countries followed by destination
number for international calls. The positive side of using Dialacode is that customers
do not need another phone or calling card for international calls but they need to suffer
hassle of remembering different access code for different countries. Magic code is
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another prepaid access code based product which also promotes international calls by
using 3G network.
4.4.4 Post Paid access code from landline:
This service is provided in conjunction with landline providers. Companies advertise
different access code like 08453249999 for calls to specific country. Consumer use the
access code followed by international calls. At the end of the month, landline company
bill the consumer according rate advertised by international calling company. This
service is good for people who want to save time for going to buy calling card or top up
voucher in the market. But this service keeps consumer unaware of their expanse until
end of the month and sometimes they become victims of wrong billing by international
call providers.
4.4.5 Account based service from both mobile and landline:
This system of service require consumer to make an account with an account based
international call providers like simplecall, rebtel or local phone. Once account is set
up, consumer can use their free minutes from both landline and mobile to make
international calls. Good side of this service is that consumer get chance to keep track of
their calls online by checking call history. On the other hands, this is not liked by
consumers with low monthly contract minutes to landline. Because this services eat up
free minutes and billed by international call providers as well.
4.5 Challenges for Telecom Industry:
Innovation is the key to success and telecom operators are offering flat-rate plans and
other provisions at lower prices to attract customers and augment market share in terms
of number of customers and to meet growing needs. At the same time since the increase
in the use of data services, telecom companies are offering better services and the entry
of new participants in the telecom market has resulted in significant price wars. The
price wars have widened the number of options available for consumers, sparking a
trend of huge churn rates. Thus retention of customers has become the most important
challenge for telecom operators and attracting new subscribers while retaining existing
market share with respect to both subscribers and revenues will be critical to success.
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In order to improve and widen the scale of operation in the countries in which they are
operating, many major telecom participants have been looking at merging with smaller
competitors. An analyst advised on the fact that “Strategic mergers and planned
acquisitions will definitely help the partnering telecom operators to address the various
challenges together,” Furthermore “With innovation being the key for developing
applications and services, these partnerships should also focus on incorporating
innovation into their services to gain revenues in the saturated telecom markets.”
Furthermore next-generation technologies are being developed and tested in order to
cater to the need for enhanced speed and capacity. There has been substantial increase
in the number of services and applications with the use of mobile phones in areas such
as healthcare and banking etc. in order to improve their efficiency and effectiveness and
these services require better quality of service and capacity. Due to the poor financial
performance, some MVNOs have opted to merge with major mobile network operators
(MNOs) as has been explained in the previous paragraph. (Frost & Sullivan, 2011)
The above literature that is intended to be used by the researcher investigates and
analyses the existence of ethnic minority groups in the UK, and the meaning of ethnicity
in particular. The past decades have witnessed dramatic rise in the telecom sector
globally. Thus in the UK there has been paradigm shifts in the telecom industry which
has led to MVNOs, and various initiatives to cater to consumer needs and keep pace
with growing competition. There has been considerable rise in international calls which
has catered to growing needs of consumers in ethnic groups, immigrants, residents etc.
Despite the fact that rapid growth in the telecom sector has eased lives, it also faces
numerous challenges to keep pace with technological changes, stay competitive and be
innovative at the same time. Telecom companies in the UK like orange, BT, Vodafone
etc are focusing on defining customer needs and demands. They are also involved in
preparing for sustaining competitive advantage and winning competition by detecting
emerging trends in the future.
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5.0 Influence of ethnic minority and ethnic media to develop
ethnic advertisement:
Statistics of an increasing population of ethnic groups has given rise to need for
successful ethnic marketing which means catering to needs of these groups in particular,
which means taking into account consumption needs and preferences of consumers
making up a minority ethnic group and if they are different from those of other ethnic
groups or mainstream consumers. Secondly information channels and communication
channels used by these groups and other consumers needs to be studied. Another aspect
of successful ethic marketing is targeting these differences in a way that increases the
value of the business. On the other hand (Cui & Choudhury,2002) argue that ethnic
marketing strategies should be applied when traditional channels are unsuccessful in
fulfilling ethnic minority needs and these consumers have unique needs and are
different with to those products designed for majority of consumers. Since the
population and purchasing power of ethnic minority consumers has increased, more
marketers are using sub cultural segmentation and targeted marketing to reach these
consumers. Meanwhile, some marketers have grown increasingly concerned with the
cost-effectiveness of ethnic segmentation and differentiated marketing. Cui Geng (2007)
has referred to brill (1994) who states ‘’growing population of ethnic minority now likes
to differentiate themselves instead of assimilating with main culture and demand
marketing and advertising truly represent their cultural heritage’’.
5.1 Influences of Language in designing advertisement materials:
Different ethnic minorities have different languages. A good percentage of ethnic
minority people cannot speak or read English because they are not educated. Therefore,
designing advertisement in English languages either it is electronic or paper media is
not going to help marketers to reach this group. On the other hand, immigration history
in UK shows that most of the recent immigrants from Asian countries are young and
educated who can read and speak in English. On top of that, growing number of young
ethnic minority people who are born in UK feels more British than of their ethnic origin
like their ancestors. Therefore, marketers need to decide which sub groups (age) they
want to target.
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For telecom industry with the concentration on international calls, it is natural that
young educated recent immigrants are most likely to use modern medium of
communication like Facebook and Skype to chat and talk to their relatives in back
home. Therefore, they consume a negligible amount of money on monthly basis for
international calls. On the contrary, uneducated people who cannot communicate in
English have no other means to call Bangladesh other than buying calling cards or using
MVNO mobile networks. Therefore, international calls industry’s main target should be
this segment of ethnic minorities.
It is important for advertisers to understand how ethnic minority group members feel
about being targeted by current multicultural marketing communication practices and if
English language media for the general market are still a good way to reach these
consumers. Past research has often employed a content analysis technique to gauge
instances of ethnic minority representation in advertising. However, a void exists in the
literature with respect to examining how ethnic minorities actually feel about tactics and
messages directed at them. Therefore a cross-cultural survey of adults in three ethnic
groups in the United States was carried out to examine these attitudes and also to assess
current media use patterns. The results suggest that English broadcast media are still a
good way to reach people across the various groups (Carrie La Ferle & Wei Na Lee,
2005). The study further reveals that attitudes toward the frequency and accuracy of
these groups as portrayed in advertisements are somewhat different from the negative
viewpoints historically found in the literature. In fact, the results suggest that today's
advertisements are not considered inadequate or inaccurate by many and that efforts
toward targeting ethnic minorities are potentially welcomed. However, a bi-modal
distribution across several representation issues indicates that advertisers must still be
cautious in the minds of some ethnic minority consumers. It is point to be noted here
that this research was done in USA Texas for anglo American, African American and
Hispanic American who are becoming part of US culture day by day. Therefore this
research may not be directly suitable for UK market in general and definitely not
suitable to represent all types of ethnic minorities, especially Asian background people.
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On contrary to above research, another research was done in USA targeting same ethnic
group by Jaime Noriega & Edward Blair (2008) to find out how languages of
advertising influences the nature of thought from bilinguals. In their article, authors has
mentioned Deshpandé and colleagues (Deshpandé, Hoyer, and Donthu 1986; Forehand
and Deshpandé 2001) who found that ethnic self-identity affects whether a native-
language execution aids ad persuasiveness, such that a native-language execution is
more persuasive for people whose ethnic self-identity is high rather than low. Secondly,
authors have referred to Luna and Peracchio (1999, 2001) who found that it is
preferable to advertise to bilinguals in their first/native language not because of any
social or cultural considerations but simply because second-language words are more
difficult to process for bilinguals. Because conceptual links are more difficult to come
by for second-language words than for first-language words, less of a message will be
recalled when it is presented in the person’s second language. The moderators suggested
by this stream of research are any elements that affect the level of verbal processing
required by an advertisement or the ease of doing this processing. An obvious choice is
the audience member’s language fluency, and Luna and Peracchio (2001; see also Luna,
Peracchio, and DeJuan 2003) also find that high levels of picture–text congruity make
the process easier and allow for better recall of a second-language message. Thirdly,
Luna and Peracchio (2002, 2005) also consider language effects from the perspective of
affective response. Luna and Peracchio’s argument is that some words have more of an
emotional attachment when presented in the native language than in the second
language. This may occur as a result of sociolinguist tic differences. A bilingual’s native
culture may value certain concepts (e.g., family, relationships, religion) more highly
than other cultures, and the language in which the meaning of the concept is first
learned then becomes the prototypical representation of that concept. A possible
moderator suggested by this stream of research is the nature of the appeal of any given
advertisement. Jaime Noriega & Edward Blair (2008) started their research with
following three hypothesises:
H1: Native-language advertisements elicit a higher proportion of FFHH-related (family,
friends, home, or homeland) thoughts than second-language advertisements.
H2: The phenomenon predicted in H1 is moderated by context such that the effect is
stronger for advertisements in native-language contexts than for those in second
language contexts.
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H3: A rise in the proportion of FFHH-related thoughts results in more positive attitudes
toward the ad and the brand and higher purchase intentions.
Author has done this research with a sample size of 82 with both man and woman in
equal numbers of bilingual people with the proficiency of English. They found all the
hypothesis are affirmative. Which means that advertising in native (first) languages
bring more business for the organization.
In another article by Rob Blackwell (2003) argues that several industry marketers agrees
that the response rate for Spanish languages direct mail is much higher than that of
generalized targeted language. Rob Blackwell (2003) pointed out that advertising with
wrong translation may bring negative effect. He states that pretending to be Chinese
while you are Korean is kind of insult to Chinese. On the contrary, Scott Koslow et al
(1994) argues that even though any mistake is done in translating or any means of
advertisement to reach a specific ethnic minority, that minority will respect it because,
they will understand you are trying to respect their culture. The authors has referred to
accommodation theory which explains that as person A becomes more similar to person
B, the like lihood that B will like A increases. The desire of person A to become more
similar to B is perceived by B as acknowledgment of the inherent worth of B's self- and
cultural identity, which results in positive feelings toward A and often in reciprocal
accommodating behavior (Thakerar, Giles, and Cheshire 1982). This attraction is
achieved through the reduction of linguistic dissimilarities by adaptation of speech and
nonverbal behaviors so that one person becomes more similar to the other.
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5.4 Branding:
‘’Ethnic groups don't just absorb white Anglo-Saxon culture, they actively influence the
development of that culture. Most brands have an ignorance of it because most agencies
are non-multicultural. If you can get ahead of the curve and be a brand for new Britain,
you'll win in five or ten years' time’’ (Gray, R., 2004).
Kevin Robets, CEO of Saatchi and Saatchi stated in 2002, ‘’anyone who wants to go
global has to understand the local and the local of all their customers, because people
live in the local’’ (Mooij de Marieke, 2011).
Because above two quotes shows the importance of understanding ethnic minority
marketing. Marketers should go through extensive research to understand consumer
behaviour of ethnic minority, sensitivity of different cultures and its impact on
branding.
Branding plays a major rule in sales and marketing of any product. The main elements
of branding are name, logo and slogan. It means by right selection and implementation
of name, Logo (Sign), colour, music or slogan helps in strengthening brand name of a
product which results in long term profitability of the company. Though brand is
intangible, it has a huge economic importance for any organization. For instances,
intangible asset of standard and poor’s has increased 80% compared 30%to twenty
years ago (Clifton, R. Et al, 2009). Brand identity helps products to differentiate from
others. Differentiation enables consumers to recognize a specific good and it influences
in decision making process of a consumer (Knipp, A.V, 2009).
Brand identity consists of following six elements:
1. Brand origin: Where do we come from?
2. Brand leading competences: What are we able and capable of doing?
3. Brand vision: Where do we want to be?
4. Brand values: What do we believe?
5. Brand personality: How do we appear?
6. Brand performance: What do we do?
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There are several different consumer behaviour models that can help managers to
understand decision making process of consumers. Ethnic minority consumer’s product
knowledge from different country and companies does not go with the supplier’s
communication which generally directs towards mainstream population. Ethnic
minority consumers exchange information and experience with the people from same
ethnic minority through affiliation.
The consumer passes through five phases before buying any product; need, recognition,
information search, evaluation of alternative, purchase decision and post purchase
behaviour.
Reaching ethnic minority may not be easy. Language barrier, limited access to paper
media, marketers lacking in understanding ethnic minority culture make it difficult for
marketers to design marketing strategy to be able to reach ethnic minority (Pires and
Stanton, 2005).
6.0 Conclusion:
This chapter of literature review has brought all kinds of debate from different authors
on the subject matters. It explores the importance of ethnic minority marketing, market
size for international calls and the competitions among rivals. This section also
highlighted the finding on ethnic advertisement with regards to use of ethnic languages,
actor and media in designing ethnic marketing strategy.
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CHAPTER 3- METHODOLOGY
7.0 Introduction:
Research method gives us details about how we are going to achieve our research aims
and objectives. It also helps us to justify the method in the light of those objectives.
Data collection methods explain more particularly and precisely how data will be
collected. For example if the method is interview than how many will be conducted,
duration of interview, and how they will be analysed?
Research method gives details description of how data will be collected, analyzed and
decision will be made. This research will be done for finding brand position of different
international call providers. Therefore a list of name and logos of all international call
services such as Lyca mobile, Lebara mobile, Now mobile, Delight mobile, Cobra
calling card, Talk home calling card, Chilli talk, Dial a code, Simplecall will be
gathered in a page. As this research is to check buying behaviour of ethnic minority,
specially Bangladeshi and Pakistani, Therefore whitechaple and green streen, most
populated areas in London for Bangladeshi and Pakistani respectively will be selected to
gather primary data.
People from Bangladeshi and Pakistani origin will be selected randomly from the street
and they will be shown list of brand logos of different international call providers. Then
they will be asked about how they have come to know about certain products than
others to find out elements that influences building brand. Respondents will be asked
whether they buy any product only because of price or are they influenced by brand
identity.
This research will consist of both primary and secondary data. Primary data will be
collected by designing a questionnaire which will have both qualitative and quantitative
data.
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Respondents will be shown both English and Bangla posters (Bangla alphabet) to the
Bangladeshi and English and Pakistani Poster (written with Urdu alphabet) to check
which poster they can read and understand more.
At the end of the Survey, all the data will be entered in spreadsheet to find out the result
of the survey.
This survey is done by filling up questionnaires by taking direct interviews of randomly
selected people from Whitechapel, London, UK. Whitechapel is selected as because it is
the main meeting place of Bangali community living in London and hub of Bangali
community living outside London. As most of the Bangali working in restaurants
outside London visit Whitechapel on Monday and Tuesday, survey was done on
Tuesday. Researcher was careful enough to select people from different age groups (20-
30, 30-45), different professional background (student, employed) as well as both male
and female.
This survey consists of mainly two parts:
To compare brand strength of dial-a-code with other international call providers
like Lyca, Lebara, Vectone, Nomi, Talk mobile, and Chilli Talk within Bangali
community towards VOIP service provider. This has been done by Q1 and Q2
by asking brand name and asking to identify logos of different service providers.
To find out the best advertisement medium for Dial-a-code service. Currently
Dial-a-Code advertise through TV, Press, Social media and POS materials
(Poster, sticker, open/close door sign, pen. Retail staff uniform). People were
shown dial-a-code poster designed in Bangla and asked whether they know
about the service or not. When people told they know Dial a code, they have
been asked how do they come to knew about it (TV/Press/ Poster/
Recommendation/ Others)
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7.1 Nature of research:
This research will be analytical in nature. Research can be of two types; Descriptive and
analytical. Descriptive research includes surveys and fact-finding enquires of different
kinds. On the other hand in analytical research, researcher has to use facts or
information already available, and analyze it to make a critical evaluation of material
(Dr. C. R. Kothari, 2009). As the aim of this research is to find out best advertisement
medium for different ethnic minority in London specially Bangladeshi, Pakistani and
Indian, analysis of data will be done to find best electronic, paper media and other
media which reach the target population easily.
7.2 Research strategy and Data collection Method:
‘Research Strategy is a general plan of the researcher will go about answering the
research questions he has set. It will contain clear objectives, derived from research
questions, specify the sources from which the researcher intend to collect data, and
consider the constraints that he will inevitably have (for example access to data, and
time, location and money, ethical issues)’ (Saunders et al., 2003; p. - 90).
On the other hand, Data collection is a process of preparing and collecting data. Data
are mainly two type’s qualitative and quantitative. One of the most important matters is
that what data collection method should be adopted in this study. The use of qualitative
or a quantitative approach or both is determined in this section following a discussion of
the different methods and their advantages and disadvantages.
This research is based on both primary and secondary data. Secondary data is collected
from published books, magazine, articles and journals both from online and library.
Primary data is collected by designing a closed ended and open ended questionnaire.
Both qualitative and quantitative approach is applied to collect primary data. Qualitative
data is derived from words and is collected through a non-standardised method where
the researcher classifies data into categories. The analysis is conducted through
conceptualising the data into a meaningful view of the response. On the other hand,
quantitative data is derived through numbers and the collection of results is numerical
and standardised. The analysis is done through use of diagrams and statistics. Christy, et
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al (1999) argued that quantitative research gives an accurate and mathematical measure
of results.
Qualitative data depends more on the researcher’s ability as to how it structure, analyse
and derive conclusions from the raw data collected. Although qualitative data is not as
reliable as quantitative data it can provide a deeper understanding for a specialist subject
(Mariampolski, 2001).
Quantitative techniques are usually based on questionnaires or other types of surveying
methods. They use closed ended questions which lack depth. Qualitative data also uses
open ended questions which give room for discussion and ideas generation.
Following methods are useful for qualitative data collection:
Participant Observation, Non-participant Observation, Field Notes, Reflexive
Journals, Structured Interview, Semi-structured Interview, Unstructured Interview,
and Analysis of documents and materials.
On the other hand researcher can use one or many methods of quantitative researches
below:
Statistical, General linear model factor analysis, literature reports, surveys, policies
and Census.
There are two separate ways in which qualitative research can take place: the first one is
individual in depth interviews which take one or two hours and are conducted with one
person at the time either through discussion or through a set of open ended questions.
The second one is focus group which is the use of a composed of a small number of
people, normally six to twelve per group for a period of one to four hours. Focus groups
can either take a formal structure where the interviewer also called moderator follows a
set agenda with a set of questions or an informal structure where the moderator
introduces a subject and directs the focus of the discussion in the desired direction,
without influencing the participants’ responses. Focus groups also make use of group
dynamics (group development and relationship) where two opposing sides of the group
hold a discussion generating a greater depth in their response.
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The use of interview is predominantly used in academic research where the data needs
to be precise and focus groups are more commonly used in professional circumstances
due to their economical and time advantages (Saunders et al 2003).
The main drawback of focus groups is that it offers people to reward extrovert people
and more passive members will not express their opinion. On the other hand, in an
interview the individual can be more informative when expressing their opinions.
On the contrary quantitative research has advantages like generating results that are
statistically reliable if the research is designed and conducted properly (Nykiel, 2007).
Then another prominent advantage is that results are projectable to the population. The
primary disadvantage of quantitative research is that issues can only be measured if they
are known prior to the beginning of the survey. Thus the researcher should have prior
knowledge and be familiar with the issues he intends to incorporate in the questionnaire
for his research. Another of Nykiels (2007) criticism is that in quantitative method the
researcher is detached and objective, though researcher gains, analyses and interprets
quantitative data. Conclusion
This research is done to find out best advertisement medium to reach ethnic minority
who make international calls. Though white British or people from main population also
make international calls, they are excluded from this research. Because, international
calls made by main population compare to ethnic minority is negligible. On the other
hand, there are people of second generation or third generation from ethnic minority
background who should be also excluded from this research because they do not make
international calls and they share almost same mindset of main population. Therefore,
the qualifying question of the survey of asking respondent whether he make
international calls or not, helps to decide surveyors whether to proceed further or not.
This research targets three types of ethnic minority groups- Bangladeshi, Pakistani and
Indian community in UK. According to Censes, London is the most multicultural city in
the world and majority of ethnic minority people in UK lives in London. London
Research Centre projections show that the proportion of ethnic minorities in 2001 will
range from 56 per cent in Newham; 51 per cent in Brent; 42 per cent in Tower Hamlets;
39 per cent in Ealing and 38 per cent in Hackney, down to five per cent in Havering;
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seven per cent in both Richmond and Bromley, and eight per cent in both Sutton and
Bexley (Storkey Marian et al, 2007). The 2001 National Census recorded 153,893
people of Bangladeshi origin living in London and just over two fifths as living in
Tower Hamlets. Newham has the highest proportion of non-White ethnic groups in the
country, with 61 per cent of the population drawn from Mixed, Asian or Asian British,
Black or Black British, Chinese or other ethnic group. Newham has the second highest
proportion of Asian population in England and Wales. It also has the second highest
proportion of Black Africans in England and Wales (Newham council census, 2001).
Therefore, these two councils Tower hamlet and Newham have been selected as the
most appropriate place to collect data for the targeted ethnic minority. Whitechaple and
Eastham tube stations are the most crowded place in Tower hamlet and Newham
respectively. There are small shops which sells only international calling cards and
international mobile chips in the street in front of these stations. Because of the
discounted rate from this specialized calling card shops, most of the users of
international calls comes to this areas. Hence, researcher has decided to do the surveys
in mentioned areas. A questionnaire has been designed to collect both qualitative and
quantitative data. It is not known from beforehand what might be the possible results or
more specifically what advertisement medium is being used by a specific ethnic
minority, therefore open ended questions is best suitable to collect qualitative data.
From this qualitative data, researcher has collected quantitative data by entering the
results of qualitative data in excel sheet. It is understood that people are reluctant to give
time for interviews to fill up the questionnaire. Therefore Tmobile chips with £5 credit
to make international call using dialacode services has been given as an incentive to
each respondents. Each interview lasted for about 8-12 minutes. People were selected
randomly from the street. While a group of friends or family members were together,
researcher took interview from only one person in the group to avoid any kinds of
duplication or biasness of the information.
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7.3 Sampling:
Sample- is a representative number of elements or people of the total population to be
studied that is homogeneous within itself and heterogeneous from other population.
Sample Population
Figure 7: Population, Sample and Individual cases.
Source: Saunders, et al (2003), p.151.
Population-is a full set of elements from which a sample is taken.
Sampling techniques provide a range of methods that enable us to reduce the amount of
data that is needed to be collected. It collects the data from a subgroup rather than all
possible case or elements.
Reasons for drawing sample:
Less time consuming than census;
Less costly to administrator than census;
Less cumbersome and more practical to administrator than the census of the
targeted population.
There are different types of sampling methods, most common are; simple random
sampling and Stratified sampling. Researcher use simple random sampling where
selection of any sample can represent whole population. On the other hand, stratified
sampling is useful when there are variances among population and understanding of
different sub groups is necessary. In this research, stratified sampling is used to
differentiate among ethnic minorities from different background, such as Bangladeshi,
Pakistani and Indian. But, further subgroups in any specific ethnic community are not
necessary. Because of people from any specific community shares the same cultural
root in respect of ages and educational levels. For instance, a Bangladeshi young
immigrant watches the same Television channel like old Bangladeshi immigrant.
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Therefore a simple random sampling is used while doing survey for any specific
community.
This research has been done to find out best advertisement medium to reach ethnic
minority in UK, especially Bangladeshi, Pakistani and Indian Community. Therefore
selection of sample size should be big enough to represent whole population. A sample
size of 50 from each ethnic group has been surveyed randomly from the street. A
qualifying question of asking which ethnic minority group the respondent belongs to,
helped researcher find out exact sample size of 50 from each ethnic minority group.
7.4 Limitation of research:
Though a small sample size of 50 may not represents whole population of Bangladeshi,
Pakistani and Indian but because of shortage of time to finish this report on time, it was
necessary to make the size as small as possible. Therefore, in any future study when this
research will be done with bigger sample size, a better result may come out. Selection of
a specific council for instance, Tower hamlet for Bangladeshi community may not
represent whole Bangladeshi community in UK. Therefore, in future, survey can be
done in some other cities of UK as well.
7.5 Ethical Issues:
It is important to always keep in mind the ethical issues while conducting research. In
secondary research, researcher must refer to the original author for any ideas taken from
any articles, journals, books or previous research in order to avoid plagiarism. On the
other hand, researcher should maintain privacy of respondents while collecting primary
data. Researcher must ensure no body is negatively affected by the data given by any of
the respondents. It is to also make sure that research is carried out within social
standards and legal framework of the state or environment. It is the general expectation
from the researcher that he will let the respondents know about the outcome of his
research at the end.
During course of conducting research ethical issues can arise at various stages in the
research, and these issues have to be seriously taken into account by the researcher.
Issues relating to integrity and discipline could be of concern to the researcher, and
cannot be ignored. The underlying reasons for taking into consideration ethical issues is
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that no harm involved to the participants and the consent of participants has been taken
prior to the research. Furthermore the researcher has to ensure that the research did not
involve deception or invasion of privacy of the respondent, and also ensure that
confidentiality and anonymity were present during the research. All these issues need to
be taken into consideration by the researcher as it is both the legal and ethical
requirement during course of research.
In this research there was no requirement to take personal data and respondents were
explained about the purpose of the research. Therefore, all the ethical issues were
ensured during the study.
7.6 Anticipated Time Line:
It is also important to make sure researcher have a pre plan to finish the research within
stipulated time frame. Gants chart of breaking down research helps researcher to cope
with time. This research will go with following time frame:
Research Proposal 5th August 2011
Literature Review 15th October 2011
Questionnaires 27th October 2011
Data Collection 25th November 2011
Data Analysis 15th December 2011
Draft of Report 15th January 2012
Final Submission 5th February 2012
Table 3: Anticipated time plan for research
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CHAPTER 4- FINDINGS
8.0 Introduction:
This chapter presents the finding of the survey questions with regards to the aim and
objective of this research. The questionnaire was divided into mainly three parts;
information about advertisement, branding and about effectiveness of core
communication’s dialacode services advertisement. These findings are presented here in
three separate sections according to the questionnaire.
8.1 Process of Data Collection:
Data is collected through close and open ended questionnaire from 50 respondents from
each ethnic minority of Bangladeshi, Pakistani and Indian ethnic minorities. People are
selected randomly from the streets in front of Whitechaple (Bangladeshi), Upton park
(Pakistani and Indian). They were told of £5 credit T-mobile sim as a reward of
attending the survey. Respondents were first classified as whether from Bangladeshi,
Pakistani or Indian background. Otherwise, they have been excluded for being
surveyed. Collected data from three different sets of minorities was entered in three
different spread sheets for calculation and results. After the data is received from the
spreadsheets it was entered into excel to make graph and pie charts to give it a better
visual effect for better understanding.
8.2 Findings of the Questionnaire:
In line with the aim and objectives of this research, data has been classified mainly in
three categories. First of all, this research seeks to find out best medium of
advertisement from all types of available paper and electronic media with the specific
name for each ethnic minority group. Secondly, after finding name of best medium for
advertisement researcher wanted to find out method of advertisement that influence
buying behaviour of ethnic minority, for instance, paper media or electronic media.
Finally, this research will establish most favourite international call service for ethnic
minority.
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Survey results shows that 65% of respondents are of the age between 26-35, 20%
between 36-45 and 15% between 17-25 years. This result resembles the 1991 census
report presented in a graphical form by Ballard Roger (undated) which shows most of
the Bangladeshi, Pakistani and Indians are young. As this survey has been done with the
people age above 17, therefore, children under age 17 are excluded from this survey. So,
this sample of 150 respondents actually represents whole population. 75% of surveyed
sample are male and 25% are female. According to the Census 1991number of females
are slightly lower than male ethnic minority. But this big difference of sex in this survey
is because of Asian females are most likely not to talk to unknown person (surveyors) in
the street.
8.2.1 Best medium of advertisement:
As we have discussed earlier advertisement can be done through different mediums;
Television, Newspaper, Radio, Internet, mobile SMS, Bus, Tube, Billboards, leaflet,
Sticker, Shop windows, Posters etc. All the ethnic minorities in UK have their own TV
channels and news paper broadcasted and printed in their own languages. According to
survey report, 90% of the respondents (Bangladeshi, Pakistani and Indians) out of 150
randomly selected people have access to Television channels and all of them watch
ethnic TV. Only 45% of the respondents watch non ethnic TV channels. 65% of the
respondents read ethnic news paper and only 39% read national news paper. 47% of the
respondents listen to radio and 31% of the respondents use internet. Results of the
survey are explained below separately for Bangladeshi, Pakistani and Indians ethnic
minority.
There were 50 respondents from each ethnic minority group. So, data has been
presented in a percentage format with 50 respondents as 100% results.
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8.2.1.1 Bangladeshi ethnic media:
87% of Bangladeshi has access to ethnic TV channel. Report shows that almost all of
the viewers watch all the Bangladeshi TV channels in UK. But they give preference to
some TV channels over others and spend most of the time with favourite TV channels.
Channel S and ATN Bangla is the most favourite Bangladeshi TV channel in UK.
Result of the survey is presented below.
Channel S; 43.00
ATN Bangla; 35.00
NTV; 33.00
Channel i; 31.00
Desh TV; 15.00
Bangla TV; 27.00
Channel NameChannel SATN BanglaNTVChannel iDesh TVBangla TV
Figure8: Popularity chart of Bangladeshi ethnic TV
37% of Bangladeshi watches non ethnic TV channel. BBC and Sky news are most
favourite non ethnic TV among Bangladeshi. 57% of the Bangladeshi read ethnic news
paper. Potrika, Notun Din, Surma, Bangla Times, London Bangla, Jummabar are read
by Bangladeshis. Potrika and Notun Din are the most favourite news paper among this
ethnic minority.
Potrika; 26
Notun Din; 19Surma; 18
Bangla Times; 13
London Bangla; 11
Jummabar ; 5
PotrikaNotun DinSurmaBangla TimesLondon BanglaJummabar
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Figure 9: Popularity chart of Bangladehsi ethnic Newspaper
43% of Bangladeshi respondents read national newspapers. Metro, evening standard and
The Sun are mostly read national newspaper by Bangladeshi ethnic minority.
Only 29% Bangladeshi listens to radio. Most favourite Bangali radios are; Capital FM,
London Hart, BBC world and Magic.
25% of Bangladeshi ethnic minority use internet. Facebook, hotmail,yahoo, gmail,
Youtube, dramaserials.com. prothomalo.com are mostly viewed websites by
Bangladeshis.
8.2.1.2 Pakistani Ethnic Media:
78% of Pakistani ethnic minority watch Pakistani Television channels in UK. ARY TV,
DM Digital, PTV, Sunrise, Hum TV,Visan, Geo News, Hadit TV are most watched
Pakistani Television channel in UK. ARY TV and PTV is most favourite channel
among Pakistani minority. 60% of Pakistani watch ARY TV, 47% watch PTV and 39%
watch Geo News.
ARY TV
PTV
GEO New
sVisa
n
DM Digital
Sunris
e
Hum TV
Hadit T
V0
5
10
15
20
25
30
Figure 10: Popularity graph of Pakistani ethnic TV
Sky news, BBC, I TV, BBC-3, Itv-2 are some of the non ethnic Television channel
watched by Pakistani ethnic Minority; Sky news and BBC are most favourite non ethnic
TV channels with 45% and 37%, Pakistani viewers respectively
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Jang, Ausaf, Nayawaqt, Dawn and Kashmir news are most read Pakistani news paper.
Jang and Nayawaqt are most favourites among Pakistanis.
Jang Ausaf Nayawaqt Dawn Kashmiri news
0
5
10
15
20
25
30
35
40
Figure11: Popularity graph of Pakistani Ethnic Newspaper
Metro, Sun, Star, Daily Mirror and Evening Standard are most read national newspaper
by Pakistani ethnic minority. Metro and Sun is read by more than 30% Pakistani ethnic
minority.
63% Pakistani listen to Radios which are Sunrise, Kismal, FM103 Pakistan, FM 106
UK. Sunrise and FM 103 Pakistan are most favourite among Pakistani ethnic minority
in UK.
Most of the Pakistani do not use internet. Only 25%, most of them are Pakistani
students visit different websites for checking their mail, entertainment and study
purposes.
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8.2.1.3 Indian Ethnic Media:
Most of the Indians have access to ethnic TV channel. Watching Television is part of
their day to day life. 93% of Indian watch Indian Television channel. Star plus, Zee TV,
Zee 1, Sab TV, Star TV, 840 Channel, 847 channel(Panjabi) are some of the most
favourite Indian ethnic minority channel in UK. ZEE TV and Star plus are most
watched TV. Zee TV is watched by 80% of Indian and and Star plus is watched by 65%
of Indians. Zee TV is Indian movie channel. Both male and female watch this channel.
But Star plus is mostly watched by female.
Star Plus; 34
Zee TV; 46
Zee 1; 27Sab TV; 24
Star TV; 29
840 Channel;
21
847 Channel; 22
Star PlusZee TVZee 1Sab TVStar TV840 Channel847 Channel
Figure 12: Popularity Pie Chart of Indian Channel
55% of Indian watches non ethnic TV. BBC new, British Asia, Sky news, MU TV, Itv,
BBC 1 and BBC 2 are some of the mostly watched non ethnic TV channel watched by
Indian. Among these channels, Itv and BBC-1 are most favourites among Indians.
55% of Indians read ethnic newspapers. Spokesman, Gujrat Samachar, Indian Post,
Panjab Time and Despordesh are some of the most read Indian ethnic newspaper in UK.
Gujrat samachar and Despordesh are most favourite newspapers with 50% and 48%
Indian readership respectively.
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Spokesman; 16
Gujrat Samachar;
25Indian Post; 19
Panjab Time; 15
De-spordesh;
23SpokesmanGujrat SamacharIndian PostPanjab TimeDespordesh
Figure 13: Indian ethnic Newspaper Popularity pie chart
Metro, Evening Standard, Star, Citi AM, The sun and The Star are some of the favourite
national newspaper among Indian ethnic minority. Metro and the Sun are most
favourite. 35% Indian read Metro and 21% read the Sun.
52% Indians listen to Indian radios. FM 458, FM 1031, Club asia, Sun rise, Desi Radio
are mostly listened Indian radio station. Sunrise and Desi radio are most favourite
Indian radios.
65% of Indians browse internet. Youtube, facebook and moviedeshi.com are some of
the mostly visited websites by Indian ethnic minority in UK.
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8.2.2 Influential advertisement method for international calling:
Almost most of the Bangladeshi, Indian and Pakistanis are influenced by advertisement.
Only, 8% people are not influenced by advertisement. They said, they buy calling cards
or international calls with a referral from their friends, family or shop keeper.
Bar chart presented below shows that TV, Bus and Window Posters are most efficient
methods of advertisement to reach ethnic minority of Indian and Bangladeshi and
Pakistani community
TV BUSTU
BEPRES
S
Window Poste
r
Online
Radio
Leaflet
05
101520253035404550
IndianBangaldeshiPakistani
Figure 14: Bar diagram of efficient method of advertisement for international calling
From the 50 respondents 90% of Indians, 85% Bangladeshi and 78% Pakistani have the
access to ethnic minority TV channel and are influenced by TV advertisement which
influences their buying behaviour. As most of the ethnic minority people are of low
income, majority of them use bus for their transport instead of using private car. Hence
on an average more than 85% of ethnic minority people from above three communities
notice bus advertisement. Almost similar percentage of people, also see advertisement
on the Tube. It is to be noted here that Window poster (POS material) is on the third
position in terms of respondent’s visibility. Marketers know that TV, Bus and Tube
advertisements are the most costly medium of advertisement. Hence, window posters
advertisement should be the first choice of advertisement for the organization with an
average budget. Only few people go online and listen to radio. Though most of the
people take leaflets in hand but they hardly read it.
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8.2.3 Favourite International calling service:
Most of the respondents among surveyed communities use both MVNO and Calling
cards.
Bangladeshi Indian Pakistani0
10
20
30
40
50
60
MVNOAccess CodeCalling Card
Figure15: Mostly used international calling type products
Calling card is most favourite product to Bangladeshi, Pakistani and Indian
communities. 18% of People who have a main network mobile like Tmobile, orange
and 3g have used access code service like dialacode.
Lebara Lyc
aNow
Simplec
all
Vectone
Dialaco
de GT
Calling C
ard05
1015202530354045
BangladeshiPakistaniIndian
Figure 16: Favourite brand name for international calls
Lyca and Lebara are most favourite MVNO’s for Indian and Pakistani Communities
and most of Bangladeshi community likes simplecall mobile. Calling card is most
favourites calling service among all three communities. White card, Cobra, Talk home
and Chilli Talk are some of the most favourite calling cards among these three ethnic
communities.
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8.2.4 Findings on Branding:
8.2.4.1 Branding – Name:
Respondents have been shown a list of brand names that are providing international call
services in UK. Brand names shown are Lebara , Now Mobile, Vectone, Talk Mobile,
Dial-a-code, Lyca Mobile, Chili Talk. Total 51 respondents have participated. Result of
the question number one is shown below:
Brand Name Quantity
Lebara 45Lyca 47Now mobile 41Vectone 44Talk Mobile 25Dial-a-Code 11Chili Talk 30
Table 4: Brand name for MVNO’S
From the above table it is clear that people are very aware of brand names. Lyca and
Lebara is the mostly known name in the market. Vectone and Nomi are in second
position. Dial-a-Code name is known to only 21% people.
88.23%92.15%
80.39%86.27%
49%
21.56%
58.82%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Lebara Lyca Nomi Vectone TalkMobile
Dial-a-Code
ChiliTalk
Figure 17: Brand name for MVNO’s
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Unexpectedly, Talk mobile has higher (double) brand awareness than Dial-a-code
though it does not advertise much or does not have a retail team like dial-a-code.
Surveyor observed that people were looking for T-mobile name when they were shown
the list of brand names. So, there is high chance that respondents have mixed up Talk
mobile with T- mobile. So may be because of that Talk mobile number has exceeded
dial a code number.
It is also found that most of the respondents have at least tried once all major brands
such as Lyca, Lebara, Vectone, Nomi and Chilli Talk.
Though at the start of Feb’2011 Vectone was the mostly heard name in the market, but
it seems from the above report that it is decreasing by time and people already have
negative comments about it (Noisy line and false billing).
8.2.4.2 Branding-Logo:
Objective of Q2 is to find out whether people know/saw the brand logos or not. People
were shown logos of Lyca, Lebara, Vectone, Nomi, Talk Mobile, Chilli Talk and Dial-
a-Code and asked to identify familiar logos.
It is worth noting here that all the logos shown have the name within the logo. So, it
may be difficult to verify whether people are aware of logos or not as surveyor has
observed that people were reading out logos the way they have read brand names for
Q1.
Brand Name Quantity PercentageLebara 47 92.15%
Lyca 42 82.35%
Now Mobile 35 68.62%
Vectone 43 84.31%
Talk Mobile 23 45.09%
Dial-a-Code 15 29.41%
Chili Talk 26 50.98%
Table 5: Result of Brand Logos for MVNO’s
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15 respondents out of 51 have seen Dial-a-code logo whereas only 11 respondents have
said they have heard of the name Dial-a-code (Q1). When people have said they have
seen dial-a-code logos, surveyor has asked them the timing and location of seeing that
logo. They said either they have seen in TV or in poster. Few of them said they do not
remember where they have seen it.
Though in terms of knowing brand name Lyca mobile exceeds Lebara but in terms of
Logo Lebara and Vectone has exceeds Lyca mobile. Surveyor feels that it is may be
because of widow hiring and decorating it with Lebara and Vectone stickers (Borders)
with big logos. It is worth noting here that Lebara/Vectone focuses more on window
borders than posters. Lyca mobile also hire windows but its decoration is not as
attractive as Lebara and Vectone.
8.2.4.3 Branding-Dialacode:
People were shown Bangla poster of dial-a-code and asked whether they know about
this service. 27 respondents out of 51 have replied affirmative which is approximately
50%.
Do you know how it works?
16 people out of 27 who responded positively have said they know how it works and the
most of them sometime use the service. So 16 people out of 51 which is 31% know how
dial-a-code service work.
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How do you know about Dial-a-Code?
This question has been added after surveyor has already filled up questionnaire of 15
respondents. So, result of this question is actually based on 36 respondents.
Advertisement Materials Respondent Quantity
Television 10
Press 1
Poster 14
Referral 1
Others 0
Table 6: Dialacode’s best advertisement medium
It is seen that postering is more effective than TV advertisement. When surveyor did
another survey at the Feb’2011 found that most of respondents knew dial-a-code by TV
advertisement. Poster (English) was hardly understood or seen by people.
Based on that findings dial-a-code had designed bangle poster with new lay out and
3p/min offer to Bangladesh for only Feb’2011 whereas normal call rate for Bangladesh
is 5p/min . Therefore it is noticed that 3p/min campaign and bangle poster was really
effective.
Most of the Bangladeshi people other than students and professionals, living in Tower
hamlet can hardly read English and some (specially woman) even cannot read Bangla.
People most of the time look at the headline of newspapers or just scan through it. From
above table it is found that press advertisement is not effective for dial-a-code for
Bangladeshi community.
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8.3 Conclusion:
The objective of this chapter was to present all the findings of the questionnaire in
accordance with the research questions on three different issues; firstly, to find out best
medium of advertisement for Bangladeshi, Pakistani and Indian community. After
finding out best advertisement instrument, it was important to know how ethnic
minority perceive branding. Does name, logo or colour of any organization affects their
buying behaviours. Results of these were presented with the light of international calls
in this section. And most importantly, dialacode services advertisement techniques of
using an English poster and Bangladeshi poster were presented here which found that
dialacode should use ethnic minority centred posters.
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CHAPTER 5- DATA ANALYSIS
9.0 Introduction:
After the findings of the report, data analysis is required for both quantitative and
qualitative details. In this chapter, we will discuss how questionnaire was set, how those
questions are related with the objective of this report and how the data was analysed to
draw the conclusions.
9.1 Analysis of the Questionnaire:
The questionnaire can be mainly divided into four sections:
9.1.1 Respondent’s information:
There is mainly three parts in this section. Author has collected age, gender and
occupation of the respondents in order to classify and analyse reports according to
different age group, gender and occupation. It is important to collect this information so
that marketers can target the most profitable age group or gender or the occupation.
Because, while making an advertisement for young is not appropriate for old people.
Our finding is that young people between the ages of 18-30 spend more time on
international calls. But the mid aged people between the ages of 31-40 years old spent
highest for international calls though they talk less than young people. Older people
with 40+ years of age spend very less for international calls. The reason behind this
finding is that, most of the young immigrants from back home feel homesick or they
have affair at back home. Therefore, they spent huge time on international calls. But the
fact is that most of the young people are educated as well who use Skype, Facebook or
MSN for international calls which is free of cost. On the other hand, most of the young
immigrants in UK are living as students who don’t have much extra money to waste.
Therefore, they do not spent more than £10-£15 a month on international calls. Most of
the young aged people are male. On the other hand, most of the middle aged people who
are half educated or not educated at all spent £20-£30 a month. People of this age group
are 70% male and 30% female. As this is the most profitable age group therefore,
marketers should target both male and female. Finally, People with 40+ age spent only
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£5-£10 a month. People of this age group are 40% male and 60% female. Most of the
old aged females do not have anything to do as they are retired. They do not go out
much as their male counterparts. Moreover, they do not have many relatives here in this
country because they settled here in UK at least 50 years before. That is the main
reason, female in this group spent more time on international calls than male. So, if any
marketers are targeting this age group, they should definitely put some emphasize on
female motivation.
9.1.2 Advertisement information:
In this section of the questionnaire author asked respondents about advertisement
related questions to find out what is the best medium and best technique to reach these
three Bangladeshi, Pakistani and Indian ethnic minority. First of all, it was important to
understand, whether respondents are influenced by advertisement at all. Then, it was
important to understand what factors motivate buying behaviour of the target group; is it
price or quality of the line or is it promotional activities? Then author asked straight
open field questions about which national and international TV, newspaper and radio
respondents watch and listen to. The question was open field not a multiple choice
question as because it was unknown to author at the beginning name of all the TV
channel or news paper for these three different ethnic minority. After getting the
answers of these questions, author chalked out all the TV channel names, news paper
name and radio names and classified it into three different sub categories based on three
different ethnic minorities. Then all the data was entered into the tally sheet so that
author can add up all the data so that it is presentable in the percentage and graphical
format.
Second set of questions in this section was to learn about respondent’s attention to
different advertisement methods such as online advertisement, BUS advertisement,
Billboard, Tube, Leaflet or window sticker and posters. This question was necessary to
help marketers identify best medium of advertisement to design advertisement strategy
in most economical way. If any organization have limited budget, they should select the
best medium with low cost. In this section we found, the best medium of advertisement
is window posters and stickers.
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Finally, the question was set to find out which material or tools the respondents like
most for making international calls? Is it calling card, access codes for mobile or
landline or MVNO’s-direct call from mobile? This question is necessary to find out
what is best product to cater the needs for these three ethnic minorities. If any
organization has limited budget for this industry, which product they should launch or if
any organization have all the products, which product they should advertise more. Our
finding was that most of the people use both calling card and MVNO’s. But most of
them believe, they get more minutes from calling card than MVNO’s. Therefore, much
of their spending for international calls are done with calling card. This findings is
matching with the fact that calling cards announces false minutes like 1000 minutes for
£5 for Bangladesh while it gives only 150 minutes. But MVNO’s advertises per
minute billing system and true billing. Therefore, people have the feeling of getting
much minute from calling card than MVNO’s. Therefore, organization should spend
much money on calling card promotion and advertisement.
9.1.3 Information about branding:
In this section of questionnaire, it was intended to find out which MVNO’s has the
highest brand image in the market and how they have achieved that brand image. This
information will help any future organization coming into this industry to build their
brand in most efficient way.
Firstly, author has presented all the MVNO’s name to the respondents to find out which
name they are familiar with.
Secondly, author has presented all the logo’s of the MVON’s to see which logo they
recognize.
Thirdly, author presented all the slogans of the MVNO’s to find out which is the slogan
they heard most.
In all these three questions, author has posed the counter questions to find out where did
they see these name or logo or slogans. It was necessary to find out how these logo are
reaching the ethnic minorities.
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9.1.4: Information about Dialacode poster advertisement:
In this section, author intended to find out which language of poster advertisement is
more effective for ethnic minority. Is it native language or the standard English
language?
Therefore, author has shown both English and Bangla poster to Bangladeshi community
and checked with different sub set questions which language poster people understand
much.
Author found that people do not understand English poster clearly. They understand it is
an international calling poster but they do not understand how to use it.
But in Bangladeshi poster, they understand all the information clearly.
Therefore, it is recommended that advertisements should be in ethnic minority’s own
language.
9.2 Conclusion:
In this section we have analysed all the questions set and why was it important to design
questionnaire in this manner. In next section we will draw conclusion and recommend
dialacode some tips to develop their advertisement and branding strategy.
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CHAPTER 6- CONCLUSION AND RECOMMENDATION
Why does company spend millions on advertisement? Cant a company sells a product
comparatively with cheaper price by saving money from advertisement? With these
questions in mind, I studied about importance of advertisement. I found, in this world of
globalization and booming of media, advertisement plays a major role to sells the
product and acquires more customers even with higher price. We cannot think of any
marketing plan without advertisement nowadays.
Though, UK is a European English country, scholars of statistics and demography
predicts white British will become minority in UK with the course of time. UK is a
multicultural country. Every year thousands of immigrants settled down in UK. Birth
rate is high among immigrant people like African or Asian people compare to white
British. Therefore, any companies selling ethnic minority based product must
understand buying behaviour of ethnic minorities. They need to understand, ‘’ Why
does a Bangladeshi prefers going to Bangladeshi grocery shop than Tesco or Asda?’’
The purpose of the research is to find out best advertisement medium to reach ethnic
minority from Bangladeshi, Pakistani and Indian background. This proposal
encompasses the proportion of ethnic minority groups in UK, and how these growing
numbers have initiated new trends in marketing. The concept of ethnic marketing is
discussed and the characteristics that identify its use to fulfil consumer needs. Then the
impact of Globalisation and the changes that have occurred due to it, and also its role in
strengthening ethnicity is highlighted in this proposal. Also an overview of the
telecommunication sector and the role of MVNOs in the telecom sector have been
discussed, so that the researcher is aware of the current position of telecom industry.
Today’s fast paced business environment breeds many challenges for the telecom
sector, and to keep up with competition and be competitive companies need to be
innovative. Challenges and future trends in telecom sector in the UK like identification
of products with higher brand identity, best medium of advertisement to reach out to
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consumers, an increase in price wars are a few of the concerns that companies need to
take into account.
It is being found during survey that both Bangladeshi and Pakistani watches some hindi
Television channels like B4U and Star Plus. Only 60 years before Bangladesh, Pakistan
and India was one country. Because of that reason Pakistani and Bangladeshi still love
to Watches some Hindi channel.
Any company targeting both Indian male and female consumer should advertise on Zee
TV but for any female only product, Star plus will best serve the purpose.
Any company targeting Muslim Bangladeshi, Pakistani and Indian should choose Peace
TV, Peace TV Urdu and Channel Islam or Iqra TV. Peace TV English is the most
favourite among general Muslims of these three ethnic communities.
As 92% Bangladeshi, Indian and Pakistanis are influenced by advertisement, it is very
important for any organization that produces ethnic minority based products to keep a
good budget for advertisement. Though TV, Bus and Window poster are most efficient
method of advertisement to promote international calling services; But in terms of cost,
definitely window poster should get the first priority. Because of TV and Bus
advertisements are more costly than window poster advertisements. Therefore, any
company with big budget, especially at the time of launching any product, company
should advertise in all the three medium of advertisement- Bus, TV and Window Poster.
But company with limited budget should choose window poster advertisement.
It is also observed that a remarkable percentage of Bangladeshi and Pakistani have
weakness of speaking and reading English. Therefore any advertisement targeting these
two communities should be done with their own language.
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Recommendation
Core Communication should put more emphasize on promoting calling card services as
Calling card is the most favorite product among Bangladeshi, Indian and Pakistani
communities. Core Communication already has Dialcall calling card in the market
which is not known by most of the surveyed respondents. Therefore, Core
communication may take following actions:
It should spend good percentage of their budget to promote calling card.
Company may even consider introducing some more calling cards in the market,
each one specialize for a specific targeted ethnic minority. For instance, a
specialized calling card for Indian community should give more minutes to India
than other countries.
This calling card should be heavily advertised in Indian Television media.
Core communication should make special A2 size window poster for each
calling card.
Sales agents of Core Communication need to be properly trained to be able to
stick the poster on the right place of shop windows.
All the TV advertisement and poster should be done with the ethnic minorities
own language.
Dial-a-Code should design sticker like Lebara. For example one sticker for
Bangladesh with only Bangladesh flag, Logos of T-Mobile, orange and 3g and
access code. Similarly we can do different sticker for different countries.
Another sticker is only with dial-a-code logo. We can stick one country sticker
and one dial-a-code sticker side by side and make a frame permanently in shop
window.
As most of the people said they have heard the name of Lyca, Lebara and
Vectone in stall/street activities so dial-a-code should also open some stalls
permanently for long time.
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Appendix A: Questionnaire
Market Research
Do you make international call? If not kindly do not proceed.
Respondent number:
Question Answers Free field feedback
Age under 16,
17 - 25,
26 - 35,
36 - 45,
45+
gender Male
Female
occupation Student The 'others' column consists
mostly of studentsJob Holder
Restaurant
worker
Unemployed
Others
Which Ethnic TV Channel do
you most frequently watch?
Which Ethnic newspaper do
you most frequently read?
Which non international TV
channel do you watch, i.e.,
ITV, Sky News etc
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Which national newspaper do
you read, i.e. The Sun, The
Mail on Sunday etc
Which radio station do you
listen to?
Which website do you most
frequently visit?
Are you influenced by
advertising?
Yes
No
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Which method of advertising
influenced your purchase of the
calling service you currently use?
TV
Press
Bus
Tube
bus stops
Window
posters
Online
Leaflets
Radio
None
Other
What service do you currently
use for making international calls
Lebara
Lyca,
Now
Mobile,
SimpleCall,
Vectone
Dial-a-
Code,
GT
Calling
Card
Others
Do you use calling cards? If yes,
which brand
Yes
No
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Lyca
While brand name are you
familiar with
Whice Logo here do you
recognise
General comments
Lebara
Now mobile
Vectone
GT
Simplecall
Icard Mobile
VIZ Mobile
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Which Slogan is familiar to you: 1. Call the world for less
2. For every call
3. It’s simple
4. Low cost UK and international calls
Showing Dialacode English poster, ask following question
1. Do you understand what it is?
2. Do understand how it works?
Showing Dialacode Bangladeshi Poster, ask following question.
1. Do you understand what it is?
2. Do understand how it works?
Open field for General Comments
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