Understanding acculturation of consumer culture in an emerging market

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.

An ethnocentric perspective of foreign multi-brand retail in India

“…at ease with different cultures) in their outlook because they tend to accept global trends more readily, and, hence, are less ethnocentric (Cleveland et al, 2009;Javalgi et al, 2005). Research in an Indian setting has also found that younger Indians have a significantly higher acceptance of global cultural developments than older Indians (Gupta, 2013). While some studies find that younger Indian consumers have lower CET scores, Deb and Chaudhuri (2012), Kumar et al (2011) and Upadhyay and Singh (2006) do not find support for that conclusion.…”

Over-the-counter drug distribution and tuberculosis control in India

“…In 2011, Indian pharmaceutical markets recorded turnover of international $ (INR$) 538 million, mostly because of increasing investments by domestic and international companies in rural markets and through sale of overthe-counter drugs. 5 Despite high over-the-counter drug prevalence in India, few studies have been done of their eff ect on tuberculosis control.…”

“…These important questions, hitherto not collectively and systematically addressed, are the subject of a systematic review and meta-analysis by Hannah Alsdurf and colleagues 5 in The Lancet Infectious Diseases. The authors collectively refer to these individual steps, from identifi cation of a target population to the completion of preventative therapy, as the latent tuberculosis infection cascade.…”

“…Alsdurf and colleagues found that, although documented, only 18•8% (95% CI 16•3-19•7) of those estimated to have presumed latent tuberculosis infection completed preventative treatment. 5 Thus, despite some…”

Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

“…The results of this study aim to contribute to the application of this relationship to marketing literature. Though the constructs of ethnic identity (Pires & Stanton, 2018) and acculturation (Gupta, 2013;Vijaygopal & Dibb, 2012) have been applied separately to marketing research in the past, the body of literature that employs both constructs simultaneously is somewhat lacking, considering the established relationship between the two (Jun, Ham, & Park, 2014;Shoham, Segev, & Gavish, 2017). This paper contributes to this body of research through the application of these constructs together to a novel area of marketing literature, that being ethnic identification with advertisements.…”