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‘From saris to sarongs’ ethnicity and intergenerational influences on consumption among Asian Indians in the UK
Author(s) -
Sekhon Yasmin K.
Publication year - 2007
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2006.00577.x
Subject(s) - ethnic group , acculturation , consumption (sociology) , context (archaeology) , sociology , empirical research , gender studies , social psychology , demographic economics , psychology , geography , economics , social science , anthropology , philosophy , archaeology , epistemology
This paper investigates the role of ethnicity and intergenerational influences on the consumption patterns of Asian Indians living in the UK The research determines the extent to which (a) ethnicity and (b) intergenerational factors influence consumption and decision making. The empirical evidence suggests that ethnicity, background and cultural roots impact on consumer decision making and brand choice. The study aims to develop the research on the role and strength of intergenerational influences in an Asian Indian context; bringing together acculturation, generational and consumption theory.