Canada is becoming home to various people from various backgrounds. Immigration will have a great impact on marketing activities in the country. Marketing is always based on the socio-cultural and economic composition of the market. A marketer must understand the cultural composition of the market. Immigration diversifies the local market. The new immigrants have different characteristics that make them distinct from the locals.
This would mean that the marketer would have to design products that are appropriate for each category of individuals. This would start with segmenting the market. The market will be segmented base on such characteristics as cultural differences. This would help capture the new market entrants.
Market segmentation will not only be important in capturing the new entrants but also in defining the impact of immigration on the local market. Canada is becoming one of the leading nations in which people from other parts of the world prefer living. Despite the possible differences that these immigrants may have amongst themselves, one characteristic that they share is that they have a stronger purchasing power. This is because most of them are professionals who come to the country as doctors, lawyers, engineers, and marketers. Ignoring them may be suicidal to a firm that is interested in capturing the local market.
They have to be taken into consideration when designing company products. It is a challenge to classify immigrants based on their socio-cultural background. However, this is what the market expects. To make this task less cumbersome, common socio-cultural characteristics should be grouped. This will reduce the segments, making it easier to reach out to each segment. Each segment of the market has different tastes and preferences.