The Bicultural Value System Decision Making

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The bicultural value system Undertaking research among ethnic audiences Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others Within Britain, this is in many ways exacerbated by the prevalence of a multicultural society that spans generations Second-generation ethnic consumers live in the world of their parents and their community, but often work and socialise in a very different cultural and social context Inevitably these influences impact upon decision making In this study we seek to unravel some of the factors that impact upon ethnic decision making, with a particular focus on one group: second-generation Punjabi Indians We examine research that has sought to identify factors that impact upon their consumption behaviour, in particular acculturation, identity and ethnicity We then present research findings that reveal some of the key issues that need to be considered in developing a research approach to understanding ethnic communities Introduction Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others (Nwankwo & Lindridge 1998; Carrie & Wei-Na 2005) Within Britain, this is exacerbated by the prevalence of a multicultural society that spans generations There is an inevitability that the migrants who settled in Britain in the 1950s or 1960s have different values and motivations to those of their children reaching adulthood in the 21st century Second-generation ethnic consumers live in the world of their parents and their community, but often work and socialise in a very different cultural and social context As one might The bicultural value system expect, these influences impact upon their decision making In this study we seek to unravel some of the factors that impact upon ethnic decision making, with a
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