Copy the page URI to the clipboard
Vijaygopal, Rohini; Dibb, Sally and Meadows, Maureen
(2012).
URL: https://www.acrwebsite.org/volumes/1011581/volumes...
Abstract
The importance of demographic variables and acculturation categories in consumer behaviour involving ethnic minorities has been highlighted in literature. This paper considers the primary differentiators of consumer behaviour among British Indians by examining the relationships between acculturation categories, demographic variables and preferences for a range of ethnic and host brands.