Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference

Rohini Vijaygopal, University of Bedfordshire, UK
Sally Dibb, Open University, UK
Maureen Meadows, Open University, UK
The importance of demographic variables and acculturation categories in consumer behaviour involving ethnic minorities has been highlighted in literature. This paper considers the primary differentiators of consumer behaviour among British Indians by examining the relationships between acculturation categories, demographic variables and preferences for a range of ethnic and host brands.
[ to cite ]:
Rohini Vijaygopal, Sally Dibb, and Maureen Meadows (2012) ,"Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1132-1132.