LABOUR MARKET INTEGRATION OF MIGRANTS AND ITS INFLUENCE ON CONSUMER SEGMENTATION

Abstract Global migration has brought about changes in the labour market and the consumer environment of both developed and developing economies. The entry of migrants into the host nations also changes consumer behaviour, as their migration into the formal labour markets influences the economy's productivity and social cohesion. Nevertheless, most segmentation models used by business operators and political experts do not give attention to the dynamic nature of the labour market position of migrants in influencing consumption behaviour. The paper will examine the impact of the different levels of labour market inclusion of migrant groups in society, which include the informal employment experiences to a more stabilised form of economic inclusion, on consumer identity and preferences, as well as responses towards specific marketing techniques. This study employs a mixed-methods scheme, located between national labour and consumer survey data and qualitative cross-region implicitness interviews that will be held in the choice regions with a high population density of the targeted migrants. The study finds the trends in income expenditure, brand loyalty, product preferences, and cultural consumption among migrant groups with varying employment and economic assimilation rates, respectively. It was found that the migrants who are fully integrated in the labour market display very similar consumer behaviour to that of the native population in terms of brand embrace and discretionary spending. Conversely, migrants working in precarious jobs display less price-driven consumption, need-oriented market dynamics, and commonly work outside the mainstream business logistics. Notably, the analysis reveals that labour integration is not only the economic situation but also the consumer segmentation role regulator that impacts access to market and culture, even partly. The research findings show that the issue of labour market integration should be factored in when marketers and policymakers develop segmentation strategies, particularly in multicultural urban contexts. The inclusion of economic inclusion can result in a more precise target, inclusive branding, and fair access to goods and services using a segmentation model.