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

INTRODUCTION

Marketing is lagging some other social sciences in embracing debates on ethnicity.¹ Relatively little research effort has been devoted to this important area and meaningful frameworks are now needed to improve practice in relation to ethnic marketing. With a population of over 1 million, decadal growth of 53 per cent (Census 2001), and annual spending of £12-15 billion, ² Indians are the largest UK ethnic minority. The current and potential spending power of this group means they are of considerable interest to marketing practitioners. However, in-depth insights into the consumer behaviour of this group are required if this potential is to be realised. An understanding of the influence of cultural factors on preferences and behaviour is a priority. This article considers how consumer acculturation, which is the process of adapting to a new and different consumer cultural environment, ³ affects the brand preferences and choices of Indians living in the United Kingdom.

Acculturation may result in different lifestyle patterns based on consumers' attitudes towards their own ethnic identity and their behaviour in relation to whether they participate in ethnic or host cultural activities.⁴ Acculturation taxonomies can be used to classify the degree to which immigrants have adapted to their host country. Berry's⁵ model uses four acculturation categories: marginalisation, separation, integration and assimilation to reflect the extent of adaptation. The taxonomy can be used in conjunction with the Cultural Life Style Inventory (CLSI)²³ to group individuals according to their level of acculturation. This article uses these categories to examine how acculturation affects brand choice among British Indians.

Preferences for brands are one way in which individuals express their consumer behaviour. Such preferences are affected by the reference groups to which they belong and, in the case of ethnic minorities, the extent to which they have acculturated. Theories which explain the role of emotional and logical beliefs in the selection of brands are drawn upon when designing the research. ⁷ These concepts allow richness to be added to what is known about the effects of acculturation on consumer preference for specific products and brands. Focus groups and in-depth interviews are used to investigate the relationship between acculturation categories and brand choice in relation to various ethnic and host brands. The implication...