Understanding acculturation of consumer culture in an emerging market

Nitin Gupta (Marketing Department, Institute of Management Technology – Hyderabad, Hyderabad, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Publication date: 18 January 2013

Abstract

Purpose

The purpose of this paper is to study the extent of behavioral acculturation of consumer culture (B‐ACC) and attitudinal acculturation of consumer culture (A‐ACC) among the urban, educated, middle class Indian consumers. It also aims to test if B‐ACC and A‐ACC among various demographic segments of Indian consumers differ on the basis of their ownership/usage of foreign brands vis‐à‐vis Indian brands.

Design/methodology/approach

An empirical study has been conducted to address the above mentioned objectives. Data have been collected from urban, educated, middle class Indian consumers using structured questionnaire and following snowball and judgment sampling methods. Data analysis has been done using ANOVA and T‐test.

Findings

The results show that highly educated Indian consumers who fall under the age group of 16‐25 years and belong to upper‐middle class show greater levels of B‐ACC as well as A‐ACC vis‐à‐vis other demographic segments of Indian consumers. In the total sample as well as among all the demographic segments, it was observed that B‐ACC is significantly higher than A‐ACC. Indian consumers who own/use foreign brands show significantly higher B‐ACC across most of demographic segments.

Practical implications

The research clearly identifies the segment which would be most receptive to the globalized marketing strategies of various multinational corporations.

Originality/value

The paper shows the extent of B‐ACC and A‐ACC among the Indian consumers. It provides empirical support to the contention in the extant literature that B‐ACC would be greater than A‐ACC among consumers in the emerging markets.

Keywords

Citation

Gupta, N. (2013), "Understanding acculturation of consumer culture in an emerging market", International Journal of Emerging Markets, Vol. 8 No. 1, pp. 24-40. https://doi.org/10.1108/17468801311297264

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.