Journal of International Consumer Marketing
Volume 20, Issue 3-4, 2008, Pages 69-80

Intergenerational culture-specific consumption differences between Asian Indian immigrants in the U.S. and Indians residing in an Indian metropolis (Article)

Mathur S.* , Guiry M. , Tikoo S.
  • a Department of Psychological and Social Foundations, School of Education, University of South Florida, Lakeland, FL, United States, Department of Psychological and Social Foundations, School of Education, University of South Florida, Lakeland, FL 33803, United States
  • b Anisfield School of Business, Ramapo College of New Jersey Mahwah, Mahwah, NJ, United States
  • c School of Business, State University of New York at New Paltz, New Paltz, NY, United States

Abstract

This study compares the culture-specific consumption of first- and second-generation Asian Indians living in the U.S. and Asian Indian adults and youths living in New Delhi, India. The results show that first-generation Asian Indian adults have a lower level of culture-specific consumption than Asian Indian adults in India, but their culture-specific consumption is not significantly different than second-generation Asian Indian youths. Asian Indian youths have a lower level of culture-specific consumption than Asian Indian adults, but a higher level of culture-specific consumption than first-generation Asian Indian adults and second-generation Asian Indian youths. These findings are attributed to the effects of consumer socialization and globalization on consumer behavior. The study has implications for marketers targeting current and future Asian Indian immigrant consumers in the U.S. © 2008 by The Haworth Press. All rights reserved.

Author Keywords

Consumer socialization Cross-cultural consumer behavior Culture-specific consumption Immigrant consumer behavior Asian Indian consumers Intergenerational influence Ethnic subcultures

Index Keywords

[No Keywords available]
Link
https://www.scopus.com/inward/record.uri?eid=2-s2.0-67650818931&doi=10.1080%2f08961530802129276&partnerID=40&md5=49125239567804f0ca7888afb6ef8b5b
DOI: 10.1080/08961530802129276
ISSN: 08961530
Cited by: 14
Original Language: English