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

2.50
Hdl Handle:
http://hdl.handle.net/10547/297125
Title:
Exploring the role of acculturation in brand choice: a new perspective for targeting Indians living in the United Kingdom
Authors:
Vijaygopal, Rohini; Dibb, Sally
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.
Citation:
Vijaygopal, R. & Dibb, S. (2012) 'Exploring the role of acculturation in brand choice: A new perspective for targeting Indians living in the United Kingdom', Journal of Targeting, Measurement and Analysis for Marketing, 20 (1), pp.47-56
Publisher:
Palgrave MacMillan
Journal:
Journal of Targeting, Measurement and Analysis for Marketing
Issue Date:
2012
URI:
http://hdl.handle.net/10547/297125
DOI:
10.1057/jt.2012.4
Additional Links:
http://www.palgrave-journals.com/doifinder/10.1057/jt.2012.4
Type:
Article
Language:
en
ISSN:
0967-3237; 1479-1862
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorVijaygopal, Rohinien_GB
dc.contributor.authorDibb, Sallyen_GB
dc.date.accessioned2013-07-29T08:22:22Z-
dc.date.available2013-07-29T08:22:22Z-
dc.date.issued2012-
dc.identifier.citationVijaygopal, R. & Dibb, S. (2012) 'Exploring the role of acculturation in brand choice: A new perspective for targeting Indians living in the United Kingdom', Journal of Targeting, Measurement and Analysis for Marketing, 20 (1), pp.47-56en_GB
dc.identifier.issn0967-3237-
dc.identifier.issn1479-1862-
dc.identifier.doi10.1057/jt.2012.4-
dc.identifier.urihttp://hdl.handle.net/10547/297125-
dc.description.abstractIndians 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.en_GB
dc.language.isoenen
dc.publisherPalgrave MacMillanen_GB
dc.relation.urlhttp://www.palgrave-journals.com/doifinder/10.1057/jt.2012.4en_GB
dc.rightsArchived with thanks to Journal of Targeting, Measurement and Analysis for Marketingen_GB
dc.subjectethnic minorityen_GB
dc.subjectconsumer behaviouren_GB
dc.subjectacculturationen_GB
dc.titleExploring the role of acculturation in brand choice: a new perspective for targeting Indians living in the United Kingdomen
dc.typeArticleen
dc.identifier.journalJournal of Targeting, Measurement and Analysis for Marketingen_GB
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