Ethnic Products and Prospects for Their Production in Rural Areas of the Republic of Bashkortostan

One of the global trends in the development of the modern economy is the growing demand in the world for unique types of products and services that are characteristic of certain ethnic groups. This includes organic food and ecologically clean agricultural ethnic products produced according to unique national recipes and technologies. According to experts of the Rosselkhozbank, by 2024 the global market for organic products and drinks, mainly produced by small forms of management, will reach 324 billion dollars, and Russia has great opportunities in this direction. This article attempts to systematize and classify the main types of ethnic products and services, folk arts and crafts that are potentially possible to produce in rural areas of the Republic of Bashkortostan to increase incomes and employment. The article substantiates the need to expand the production of organic products, including environmentally friendly confessional products manufactured according to “Halal” standards.

Consumer Acculturation and Implications for Brand Preferences

This research investigates whether established theories of acculturation are applicable to British Indians and what impact acculturation has on their consumer behaviour. After classifying British Indians according to the acculturation framework devised by Berry (1980), the chapter considers whether membership of these acculturation categories has a bearing on British Indians' consumer behaviour, as indicated by their brand preferences for a range of host and ethnic products and services. The findings reveal that separated consumers prefer ethnic brands more than host brands, assimilated consumers prefer host brands more than ethnic brands and integrated consumers have brand preferences falling between these two. Acculturation category thus has POTENTIAL for use as a segmentation variable. Demographic factors have also been shown to influence patterns of acculturation (Berry 1997). This study therefore also examines the relationships between different acculturation categories, demographic variables and preferences for a range of ethnic and host brands. Overall, this research provides some interesting insights about buying preferences of Indian diaspora (a developing country) in the UK and is particularly relevant from an International marketing perspective.

FEATURES OF DETERMINING THE QUALITY OF ETHNIC SOURDOUGHS AND WAYS OF USING THEM IN BAKING AND CATERING BUSINESS

The usage of various sourdoughs increases in order to expand the range and improve the quality, nutritional properties, and safety of bread products. Spontaneous sourdoughs with different formulas and preparation parameters are used in technologies of popular ethnic products. This paper is devoted to the study of wheat spontaneous sourdoughs, such as hop, pea-anise, and wine yeast sourdough. The effect of the grade and baking properties of flour, the inclusion of additional ingredients that can act as enrichers of the nutrient medium, carriers of additional fermentation microorganisms, as well as controllers of the species composition of the microflora, on their quality has been studied. The basic scheme of preparing spontaneous wheat sourdough is developed; the basic stages and parameters of the dilution and production cycles are noted. The methods of controlling the process and quality of sourdough are described, the recommended values of the lifting force and titrated acidity are presented, as well as sensory characteristics. It has been established, that the required fermentation ability and acid accumulation rate of sourdough are obtained in different time: 24 hours for wine yeast sourdough, 7–8 days for hop sourdough, and up to 15 days of a dilution cycle for pea-anise sourdough. The stabilizing effect of active substances of hop and anise on the quality of sourdough has been proven. Hop and pea-anise sourdough retain the necessary biotechnological properties for 90 days of propagation, but wine yeast sourdough loses its quality after 30 days, sourdough without additives loses it after 9 days. The results of the research have theoretical and practical use, since the proposed scheme and approaches to developing the wheat sourdough technology and controlling their quality can be used to study various ethnic sourdoughs and technology of bread based on them. The experimental data on the quality of selected sourdoughs can be used to develop the technology of bread products with improved quality, nutritional value, and safety, ethnic products, and products "made according to old technologies".

DIASPORA NETWORKS AND THE CONSUMPTION OF NOSTALGIC PRODUCTS AMONG ROMANIAN MIGRANTS IN GERMANY

Statistics show that cross-national immigration represents one of the fastest growing global trends. Researchers have revealed that immigration is a transnational process with immigrants maintaining ties across the sending and receiving locations, and acting as a bridge between their countries of destination and origin. Research has also revealed the economic link created by the diaspora between the countries of origin and destination with two main components: the remittances sent to families and the consumption of home origin goods, also defined by scholars as ethnic products, nostalgic products or nostalgia products. During the period 2010-2015, the Romanian diaspora had the world's second fastest average annual growth rate. In the same period, Germany became one of the premier destinations for Romanian migration. An empirical study was organized in Germany in the period June – August 2017. The study is based on a regional survey of 124 subjects belonging to the Romanian community in Germany in four Bavarian cities. Four hypotheses have been advanced with the purpose of evaluating the level of demand for home origin products among Romanian migrants, the sources of supply, the level of expenditures and the motivational factors. The findings show that Romanian migrants in Germany manifest an important interest in and demand for home origin country goods; they spend 420 EUR yearly on ethnic products and their consumption motivation is strongly related to the products' special tastes and characteristics. Most of the products are obtained through local ethnic stores. The study’s results also reveal important similarities between the nostalgic product consumption habits of Romanian migrants in Germany and those of South American migrants in the U.S. The study’s findings are relevant for both the literature and for the Romanian companies, especially the ones active in the food and drink sector.

Effect of intergroup-based emotions on attitude towards cross-ethnic products

Purpose While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to develop multicultural perspective studies, and very little research has been done to examine intergroup complexities in consumption contexts (Demangeot et al., 2015). The purpose of this study is to fill this research gap by developing and empirically testing a research model to examine the effects of socio-political constructs and intergroup-based emotional variables on consumer decisions to consume cross-ethnic products. Design/methodology/approach A questionnaire designed to assess the effects of socio-political constructs and intergroup-based emotional variables on consumer decisions to consume cross-ethnic products was developed and administered to 294 students at a Midwestern US university. The data were analysed using partial least squares structural equation modelling (PLS-SEM) techniques. Findings Results indicate that all path coefficients are significant. Social dominance, intergroup anxiety and intergroup experience were found to be important predictors of intergroup tolerance and, importantly, intergroup tolerance was found to significantly affect consumer attitude toward cross-ethnic products. Research limitations/implications In terms of limitations and future research implications, this research suffers from inherent limitations associated with self-reported survey research in a limited geographic region. Accordingly, study respondents may not be representative of consumers across the nation or the world, the respondents may not have understood the questions in the intended manner, and reported intentions may not reflect actual behaviour. This study was conducted among college students, but other target segments may have different intergroup experiences and perceptions of ethnic products. Practical implications Findings from this research suggest that firms offering ethnic products can increase crossover consumption appeal by implementing marketing communication programmes that integrate cultural forums and event tactics to promote positive intergroup experiences and tolerance among their multicultural customers. Social implications Regarding policy implications, public policymakers and social thinkers may use the findings of this study as a prism to better explicate intercultural dealings among multicultural consumers. The contention of this study about public policy implications is supported by Neal et al.’s (2013) perspectives on how consumption situations can serve as a lens for explicating intergroup emotions in multicultural marketplaces. Originality/value This is one of only a few studies in marketing to assess the effects of socio-political constructs in a consumption context. This is the first known study to underscore the importance of intranational ethnic differences and assess the effects of socio-political and intergroup-based emotional variables on attitude to consume ethnic products, specifically.

Consumer Acculturation and Implications for Brand Preferences

This research investigates whether established theories of acculturation are applicable to British Indians and what impact acculturation has on their consumer behaviour. After classifying British Indians according to the acculturation framework devised by Berry (1980), the chapter considers whether membership of these acculturation categories has a bearing on British Indians' consumer behaviour, as indicated by their brand preferences for a range of host and ethnic products and services. The findings reveal that separated consumers prefer ethnic brands more than host brands, assimilated consumers prefer host brands more than ethnic brands and integrated consumers have brand preferences falling between these two. Acculturation category thus has POTENTIAL for use as a segmentation variable. Demographic factors have also been shown to influence patterns of acculturation (Berry 1997). This study therefore also examines the relationships between different acculturation categories, demographic variables and preferences for a range of ethnic and host brands. Overall, this research provides some interesting insights about buying preferences of Indian diaspora (a developing country) in the UK and is particularly relevant from an International marketing perspective.