Volume 13 Issue 2 2017


Muhammad Rizwan
Institute of Management Sciences, Bahauddin Zakariya University.

Muhammad Hassan
Institute of Management Sciences, Bahauddin Zakariya University (Corrosponding Author).

Umme Kalsoom
Anglia Ruskin University, UK.

Abstract It is found throughout the literature that culture is an important influence on consumer behavior. 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 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 modeling was used to test the hypotheses. The study found that various personal factors like length of stay in the UK and income positively influence acculturation, while acculturation decreasing with the increasing age among South Asians in the UK. This study provides an insight into 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.
Keywords Consumer Behaviour, Acculturation, Minority Consumers, Brand Choice, South Asian Diaspora
Year 2017
Volume 13
Issue 2
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification D11, D12,D13
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link
Page 148-160
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