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

Rohini Vijaygopal, Sally Dibb

Research output: Contribution to journalArticle

5 Citations (Scopus)


Indians are the largest UK ethnic minority, contributing significantly to the UK economy. Although this group's considerable spending power makes them of interest to marketing practitioners, greater insight into their consumer behaviour is required. An understanding of the influence of cultural factors on preferences and behaviour is a priority. This qualitative article considers how consumer acculturation affects the brand preferences of British Indian consumers. Berry's acculturation taxonomy and Mendoza's Cultural Life Style Inventory underpin the organisation of the data collection. The findings reveal distinctive brand choice patterns for individuals from different acculturation categories. Separated individuals use more of the ethnic brands than host brands; most integrated individuals are familiar with both ethnic and host brands; whereas assimilated individuals have a much narrower brand understanding, being familiar mainly with the host brands. The implications for researchers and practitioners are explored.

Original languageEnglish
Pages (from-to)47-56
Number of pages10
JournalJournal of Targeting, Measurement and Analysis for Marketing
Issue number1
Publication statusPublished - Mar 2012
Externally publishedYes



  • acculturation
  • consumer behaviour
  • ethnic minority
  • segmentation
  • targeting

ASJC Scopus subject areas

  • Finance
  • Economics and Econometrics
  • Statistics, Probability and Uncertainty
  • Strategy and Management
  • Marketing

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