INTER-GENERATIONAL CONFLICTS IN CONSUMPTION PATTERNS OF BRITISH INDIANS AND ITS IMPLICATION FOR MARKETERS

bhatia, shreya (2006) INTER-GENERATIONAL CONFLICTS IN CONSUMPTION PATTERNS OF BRITISH INDIANS AND ITS IMPLICATION FOR MARKETERS. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

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.

Item Type: Dissertation (University of Nottingham only)
Keywords: conflicts in consumption of indian immigrants to uk
Depositing User: EP, Services
Date Deposited: 30 Nov 2006
Last Modified: 23 Oct 2016 01:16
URI: http://eprints.nottingham.ac.uk/id/eprint/20597

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