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

  • Rohini Vijaygopal
    ,
  • Sally Dibb
Research Output:
Contribution to journal
Article
 Peer-review

Sustainable Development Goals

  • SDG 12 - Responsible Consumption and Production
    SDG 12 Responsible Consumption and Production

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.

Publication Information

Output type

Research Output:
Contribution to journal
Article
 Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 47-56

Journal (Volume, Issue Number)

Journal of Targeting, Measurement and Analysis for Marketing (Volume 20, Issue 1)

Publication milestones

  • Published - 01/01/2012

Publication status

Published - 01/01/2012

ISSN

0967-3237

Publication IDs

  • handle.net: 10547/297125
  • Scopus: 84859776699

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