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Investigating the extent to which British Indians draw upon Asian Indian and British Caucasian cultural values in brown good purchase

By Andrew Martin Lindridge


This dissertation aims to investigate the extent to which British Indians draw upon Asian\ud Indian and British Caucasian cultural values in the purchase of a brown good. Drawing\ud upon previously published research and primary data (including a field trip to India,\ud preliminary investigative interviews, two pilot studies and the main survey questionnaire)\ud eleven hypotheses are developed, simultaneously tested and results discussed. A sample\ud size of 425 usable responses, made it possible to use Factor analysis, Pearson's correlation\ud coefficient and Multinomial logistical regression (MLM). MLM's use within cross-cultural\ud research represents an important methodological contribution to this area, as it appears not\ud to have been used before.\ud The eleven hypotheses in this thesis represent the culmination of an extensive literature\ud review process and understanding of cross-cultural methodological issues. The hypotheses\ud measure three research themes: acculturation, consumer behaviour and culture.\ud At the causality level, this research study supports previous research that indicates culture as\ud influencing consumer behaviour. More importantly, British Indians consumer behaviour\ud and cultural values are similar, but in differing aspects, to both Asian Indians and British\ud Caucasians. This finding makes a major contribution to our understanding of British\ud Indians and culture's affect on consumer behaviour. Further research into British Indians is\ud encouraged using participants from different socio-economic groups and geographical\ud locations.\ud Implications of the literature and the research's findings are used to increase awareness of\ud multi-culturalism from both an academic and commercial perspective. Cross-cultural\ud methodological limitations are provided, indicating epistemological issues that require\ud further discussion if this research field is to advance

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