Ethnic markets—A Canadian perspective

Reworking published 1981 Census of Canada data, the authors initially present—for all ethnic communities of significant size (40.000⁺ nationally)—information on mother tongue, language spoken most often at home, and place of birth. Comparable provincial and CMA data is then provided. The authors conclude that marketers must supplement Census data with knowledge of such factors as the relative strength of ethnic affiliations and the drawing power of ethnic media. Custom designed studies of ethnic purchase and consumption patterns are also considered essential.