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Lindridge, Andrew Martin (2001) Investigating the extent to which British Indians draw upon Asian Indian and British Caucasian cultural values in brown good purchase. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b1374430~S15
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.
Item Type: | Thesis (PhD) | ||||
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Subjects: | H Social Sciences > HF Commerce | ||||
Library of Congress Subject Headings (LCSH): | East Indians -- Great Britain, Household appliances, Electric -- Purchasing -- Great Britain, Shopping -- Cross-cultural studies, Consumer behavior -- Cross-cultural studies | ||||
Official Date: | April 2001 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Dibb, Sally, 1963- ; Arnott, Dave, 1954- | ||||
Sponsors: | Economic and Social Research Council (Great Britain) (ESRC) | ||||
Extent: | xiii, 322 leaves | ||||
Language: | eng |
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