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

Abstract

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