INFLUENCE OF ACCULTURATION ON THE BRAND SELECTION OF THE SOUTH ASIAN DIASPORA IN THE UK

Abstract

It is found throughout the literature that culture is an important influence on consumer behaviour. Those people who migrate to another country belong to a different class of consumers, who is influenced by home or host culture simultaneously. This study is aimed to explore the influence of acculturation on the brand choice of the South Asian immigrants in the UK. This study used a quantitative methodology to test a proposed model, developed with the help of past studies. A survey instrument was developed to collect data from the South Asian immigrant population living in the UK. Structural equation modelling was used to test the hypotheses. The study found that various personal factors like length of stay in the UK and income positively influence the acculturation, while acculturation decreasing with the increasing age among the South Asians in the UK.This study provides an insight about looking beyond the demographic variables while developing strategies to attract the market segments. The brand marketing management in the UK and other western countries while attracting the diaspora should understand the level of acculturation of their target market. The retailers may also consider the consumer cultural profile while deciding their product mix.