INTER-GENERATIONAL CONFLICTS IN CONSUMPTION PATTERNS OF BRITISH INDIANS AND ITS IMPLICATION FOR MARKETERS
This research is an introductory study of the acculturation, assimilation and ethnicity of first, second and third generation Asian Indians. It considers the affects of acculturation and assimilation on the consumption patterns of each generation of Asian Indians in Britain, and aims to highlight so...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2006
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| Online Access: | https://eprints.nottingham.ac.uk/20597/ |
| Summary: | This research is an introductory study of the acculturation, assimilation and ethnicity
of first, second and third generation Asian Indians. It considers the affects of
acculturation and assimilation on the consumption patterns of each generation of
Asian Indians in Britain, and aims to highlight some of the conflicts in consumption
patterns of each generation in relation to their values, identities and choices. This
research explores already existing propositions on acculturation and assimilation with
a view to expand our understanding of Asian Indians living in Britain in todays age.
This paper conceptualizes the acculturation and ethnicity of the previous generations
through previous models developed in the course of primary research. We discuss the
results under the areas of Acculturation and Assimilation on the Consumption
Choices of Asian Indians, and finally discuss the implications of this research on the
scope of Ethnic Marketing. |
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