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Exploring the role of acculturation in brand choice: a new perspective for targeting Indians living in the UK

Vijaygopal, Rohini and Dibb, Sally (2012). Exploring the role of acculturation in brand choice: a new perspective for targeting Indians living in the UK. Journal of Targeting, Measurement and Analysis for Marketing, 20(1) pp. 47–56.

DOI (Digital Object Identifier) Link: https://doi.org/10.1057/jt.2012.4
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Abstract

Indians are the largest UK ethnic minority, contributing significantly to the UK economy. Although this group's considerable spending power makes them of interest to marketing practitioners, greater insight into their consumer behaviour is required. An understanding of the influence of cultural factors on preferences and behaviour is a priority. This qualitative article considers how consumer acculturation affects the brand preferences of British Indian consumers. Berry's acculturation taxonomy and Mendoza's Cultural Life Style Inventory underpin the organisation of the data collection. The findings reveal distinctive brand choice patterns for individuals from different acculturation categories. Separated individuals use more of the ethnic brands than host brands; most integrated individuals are familiar with both ethnic and host brands; whereas assimilated individuals have a much narrower brand understanding, being familiar mainly with the host brands. The implications for researchers and practitioners are explored.

Item Type: Journal Item
Copyright Holders: 2012 Macmillan Publishers Ltd.
ISSN: 0967-3237
Keywords: ethnic minority; consumer behaviour; acculturation; segmentation; targeting
Academic Unit/School: Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Research Group: Innovation, Knowledge & Development research centre (IKD)
Item ID: 36304
Depositing User: Sally Dibb
Date Deposited: 23 Jan 2013 11:20
Last Modified: 07 Dec 2018 10:12
URI: http://oro.open.ac.uk/id/eprint/36304
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