Non-Western immigrants are a growing segment in European societies and represent a huge potential to marketers. From a marketing perspective, understanding the similarities and differences between the culture of the host and immigrant communities is important. It is necessary information for targeting these audiences effectively and also for developing products and services that fit their needs and values. This study is particularly interested in the impact of acculturation on Domestic (Turkish) and Mainstream (Dutch) consumption of food and entertainment. This study seeks to address the impact of bidimensional acculturation on consumer behaviour by determining relevant acculturation life domains i.e. private and public life, ethnic identity, media usage and culture value priorities.Two stages of quantitative data analysis were designed. An Exploratory Factor Analysis (EFA) was applied to provide data reduction and simplification. EFA has reduced the variables considered in this study to a smaller set of factors in which the implied underlying data structure is identified and defined. Part two involved a Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM), based on 530 usable questionnaires. The proposed research model was assessed for validity and reliability and the associated relationship paths quantified. Turkish Language (TL) emerged as the most substantial predictor of Domestic Consumer Behaviour, followed by Attachment Turkish Culture and Family Ties (ATCFT) and Turkish Identification Social Interaction (TSI). Turkish Friends and Peers have a substantial impact on ATCFT. Dutch Acculturation Social Interactions (DSI) and Dutch Acculturation Family Ties (DFT) emerged as predictors of Dutch Consumer Behaviour. Furthermore, Dutch Acculturation Media & Language is mediated by DSI on Mainstream consumption. One key finding is that Turkish Social Interactions have a positive and significant impact on Mainstream consumption. Contrary, Attachment Turkish Culture & Family Ties has a negative impact. This study’s contribution to knowledge is the impact acculturation life domains by exploring the bidimensional effects on consumption of products aligned with heritage and host cultures. This research highlights the importance of considering the distinction between life domains.
|Publication status||In preparation - Nov 2015|