Measuring Consumer Acculturation – Discussion on a Prospective Approach

Nitin Gupta
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Nitin Gupta: Institute of Management Technology – Hyderabad, Hyderabad, India

Marketing Science & Inspirations, 2016, vol. 11, issue 2, 33-41

Abstract: This paper discusses how globalization brings in cultural change among consumers and why this phenomenon can be studied under the aegis of consumer acculturation. The discussion is initiated with the explanation of what globalization is and what factors entailing it bring in specific changes in consumer culture. This is followed by a brief introduction to culture and how its components form the base for consumer acculturation. Subsequently, two comprehensive approaches to measure consumer acculturation – Acculturation to Global Consumer Culture (AGCC) approach and Acculturation of Consumer Culture (ACC) approach – are introduced. In comparison, contrast and critique of these approaches are presented. The final section of the paper discusses various propositions which could be incorporated to make the measurement of consumer acculturation more comprehensive and robust than what it is in its current form. It is proposed that both AGCC and ACC approaches should be simultaneously used to measure consumer acculturation. Also, the survey based process which both these approaches follow should be further supplemented with observational and in-depth interview mechanisms of data collection. Hence, an amalgamation of both quantitative and qualitative approaches of data collection is expected to be the ideal manner of comprehensively measuring consumer acculturation.

Keywords: cultural change; consumer acculturation; globalization (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:11:y:2016:i:2:p:33-41

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