The bicultural value system

Undertaking research among ethnic audiences

Marketing to ethnic communities is Iraught with problems oI
understanding the cultural contexts and value systems oI others Within
Britain, this is in many ways exacerbated by the prevalence oI a
multicultural society that spans generations Second-generation ethnic
consumers live in the world oI their parents and their community, but
oIten work and socialise in a very diIIerent cultural and social context
Inevitably these inIluences impact upon decision making In this study we
seek to unravel some oI the Iactors that impact upon ethnic decision
making, with a particular Iocus on one group: second-generation Punjabi
Indians We examine research that has sought to identiIy Iactors that
impact upon their consumption behaviour, in particular acculturation,
identity and ethnicity We then present research Iindings that reveal some
oI the key issues that need to be considered in developing a research
approach to understanding ethnic communities
Introduction
Marketing to ethnic communities is Iraught with problems oI
understanding the cultural contexts and value systems oI others
(Nwankwo & Lindridge 1998; Carrie & Wei-Na 2005) Within Britain,
this is exacerbated by the prevalence oI a multicultural society that spans
generations There is an inevitability that the migrants who settled in
Britain in the 1950s or 1960s have diIIerent values and motivations to
those oI their children reaching adulthood in the 21st century
Second-generation ethnic consumers live in the world oI their parents and
their community, but oIten work and socialise in a very diIIerent cultural
and social context As one might
The bicultural value system expect, these inIluences impact upon their
decision making In this study we seek to unravel some oI the Iactors that
impact upon ethnic decision making, with a particular Iocus on one group:
second-generation Punjabi Indians We examine research that has sought
to identiIy Iactors that impact upon their consumption behaviour, in
particular acculturation, identity and ethnicity We then present research
Iindings that reveal some oI the key issues that need to be considered in
developing a research approach to understanding ethnic communities In
particular we raise issues oI ambiguity and paradox that mpact upon these
people`s lives, and the importance oI key cultural norms
approximately 1 6 million people .
business-owning individuals, but with a wide range in age and disposable
income The distinctions among the diIIerent generations are important
The Iirst generation may have a greater aIIiliation with their home
country, their cultural roots, with consumption decisions made according
to their own level oI acculturation in the UK The second generation, born
and bred in the UK, will live a more bicultural liIestyle, mixing both
Eastern and Western value systems
The combined disposable income oI ethnic minorities in the UK is
in the region oI 32 billion, according to the Institute oI Practitioners
in Advertising (IPA) (Guardian 2004) However, many businesses have
been tardy in developing eIIective marketing communications to reach
this economically important group OIten labelled as the hard to reach
groups`, it seems to be a selI-IulIilling prophecy it`s hard to reach them
so why bother?
The brown pound` and the ethnic communities that make it up
have some key characteristics that must be understood and targeted

International Journal oI Market Research Vol. 51 Issue 6 to accordingly
As with other target groups, planning requires the development oI an
appropriate message and choice oI relevant media However, to do this
eIIectively more needs to be known about these groups and in particular
their cultural context, and how that in turn aIIects their consumption
choices and aspirations Much research on acculturation and the bicultural
value system has concentrated how individuals change, adapt and
accommodate their behaviour by experiencing two cultures (see, e g ,
RedIield et al. 1936; Berry 1980, 1989; Sturdivant 1981; Pnaloza 1994)
Bhatia (2002) argues that the immigrant`s sense oI belonging is in a
constant state oI Ilux, oIten experiencing Ieelings oI displacement
Berry (1989), Joy and Dholakia (1991), Jun et al. (1993) and Venkatesh
(1995) argue that living as part oI two cultures impacts on one`s identity
and Ieelings oI integration Another important issue is how acculturation
and identity interact, and in particular the nature and extent oI interaction
between acculturation and people`s individual and social identity (see
McCracken 1986; Stayman & Deshpande 1989; Gregory & Munch 1996;
Jamal & Chapman 2000; Sekhon & Szmigin 2005)
The next part oI this paper investigates these three key areas
(acculturation,
identity and consumption) to better understand the Iactors impacting on
ethnic consumers when making consumption-related decisions The
authors
will then integrate current published research with empirical Iindings
Irom
a research study oI Iirst- and second-generation Punjabi Indians, to reIlect
on the current state oI understanding From this a preliminary Iramework
is developed to highlight key research considerations among ethnic
audiences

The debate so Iar

In an attempt to better understand how to market to ethnic audiences,
researchers have oIten categorised ethnic groups in a somewhat polarised
manner Ior example, HoIstede`s (1984) and Trompenaar`s (1997)
cultural value orientations Asian Indians and black AIrican-Caribbeans,
Ior instance, are considered more collectivistic (communitarianistic)
in nature, while those Irom Western countries more individualistic
(Nwankwo 1996) Furthermore, based on Hall`s (1959) cultural contexts,
ethnic groups are classiIied as exhibiting high-context cultures, in
contrast
with the low-context Ieatures oI the mainstream population` (Nwankwo
& Lindridge 1998, p 204)

These dimensions are then used to explain or predict consumption While
these categorisations may have proved useIul Ior some, the authors argue


The bicultural value system

Ior a more subtle interpretation oI ethnic consumption Current studies
do not adequately account Ior immigrants and their descendants born
in the UK, reIerred to by Bhatia (2002) as the hyphenated` generation
With the passing oI generations these individuals are living between and
within the inIluence oI two cultures, thus questioning the useIulness oI
polarised dimensions Jamal (2003) also draws marketers` attention to
the diIIiculties oI pure racial and ethnic segmenting, arguing that the
multicultural marketplace can impact on acculturation, assimilation and
integration

The Iusion oI mainstream culture with traditional culture needs serious
consideration to prevent tokenism and stereotyping, and a marketing
approach that results in more than the presentation oI ethnic characters
in advertising As a study by Channel 4 (2003, p 6) revealed, across
generations there is a clear desire amongst parents to protect the integrity
Ior their children whilst Ior older children, there is a strong desire to
balance their own wants and needs, including adoption oI mainstream
culture with those oI their parents` This demonstrates the negotiation
required between cultures and the potential conIlicts that may arise

Practitioners also need to think about how they deIine ethnicity
Venkatesh (1995, pp 3536) suggests that iI it is to be regarded as just
another demographic variable, such as disposable income or household
size . ethnicity then becomes a Iaceless variable in research` When
ethnicity is regarded solely as a demographic variable, research inevitably
takes a positivistic stance and the limitations inherent with that stance
II we regard ethnicity as a mixture oI identity, culture and acculturation
then a more interpretive/ethnographic approach is required While this in
turn presents researchers with problems oI a diIIerent nature, we would
argue that it provides a richer and deeper understanding oI the context Ior
consumption decisions

Historically business has regarded ethnicity as a demographic, one-
dimensional variable For some companies it remains a tick box` to
categorise customers rather than a means oI unravelling the many
inIluences
aIIecting the lives and decisions oI ethnic communities and individuals
and
an opportunity to market more appropriately to them

Acculturation and identity

Researchers suggest that the process oI acculturation aIIects and
inIluences
identity II we are to consider identity in the broader sense oI belonging,
association and aIIiliation with a group or country, then the nature


International Journal oI Market Research Vol. 51 Issue 6

oI acculturation and identity will inIluence decision making and the
processes used to make decisions Marketers need to understand the link,
then, between identity and acculturation to truly appreciate the roots oI
consumption Importantly, identity itselI is a contested area and in
research
terms ever evolving (Chung & Fischer 1999; Oswald 1999; Canclini
2001;
Bhatia 2002); researchers need to continually develop and update their
knowledge base to ensure relevancy

In the 1970s, ethnic identity was presented as insular and subject
to limited change Irom the outside` (Desai 2001, p 4) British Asian
communities were regarded as inward-looking and closely aIIiliated to
home country values While this may still be true oI certain groups there
has been considerable integration oI these groups with the indigenous
population Asian identity now is a mixture oI home, host and global
cultural values

Research shows that the relationship between identity and acculturation
is complex Berry`s work (1989) Iocuses on ethnic identity and proposes
that, over time and over the process oI acculturation, identity does change
and develop, and may even result in identity conIusion and conIlict
Zmud and Arce (1992) directly link consumption to identity Iormation,
suggesting that it is aIIected by social surroundings and the type oI
product
being purchased` (p 443) What is important to recognise is that Iirst- and
second-generation immigrants have to juggle multiple identities`
(Lindridge
et al. 2004), which means that there are both host and home country
inIluences aIIecting behaviour and identity the Iusion oI mainstream
and
traditional culture Any Iramework purporting to help develop research
among ethnic groups must take account oI the bicultural world ethnic
groups Iind themselves in As researchers we need to consider what we are
measuring or assessing in acculturation and the very real diIIerences there
may be among our research participants For example, those immigrants
having only recently settled in the UK may be more nostalgic Ior their
home country than those settled Ior a number oI years

Berry (1989) suggests that there is plenty oI evidence to show that
cultural identities do change To begin with, one`s identity is linked to
the group in which one was enculturated, however as there is more
contact, change occurs which can mean increased assimilation but also
conIlict and conIusion As market researchers how do we account Ior this
change? Certainly distinction needs to be made with regards to length
oI residency in a country: also practitioners need to understand whether
behavioural changes have actually resulted in changes in attitudes or
belieIs Is acculturation occurring at the core oI the individual or merely


The bicultural value system

at surIace level? Is it a temporary state or permanent? Today researchers
must also consider how youth culture` impacts on individual and ethnic
identity development, as young people embrace global values As Desai
(2001) argues in his research on the Iusion oI music among ethnic groups,
identity is ever evolving and developing It is a combination oI global and
local resources that are re-interpreted within speciIic local contexts` (p 4)

WallendorI and Reilly (1983) add to this debate, suggesting that
individuals
do not always possess autonomy oI decision making with regard to the
behaviour they adopt Irom the host country and that they retain Irom the
home country, suggesting that in some instances individuals have to
adopt
some aspects oI the culture oI residence because oI structural constraints
which Iorce compliance` (Burton 2000, p 859) Foxon and Desai (2004, p
3) argue that marketers must take account oI the diIIerences in accepting
cultural change, raising the question oI whether individuals are
embracing
change` or being deIensive` Marketers need to consider how to deal with
deIensive` responses to avoid Iurther isolation oI these groups
Similarly,
market research needs to identiIy mechanisms whereby we can
distinguish
how much choice ethnic audiences really have, and how their choices are
Iormed, constrained and develop within their particular cultural context
and social situation How can we communicate with these groups when
there might be resistance and even Iear?

Desai, Roberts and Roberts (2004) introduce reverse hybridisation,
where minorities Ieel alienated, segregated and increasingly
marginalized`

(p 6) A similar Iinding was evident in Lindridge and Dhillon`s (2005)
study oI Punjabi Sikh men in the UK They Iound that a number oI Iactors
can lead to isolation, lack oI control and disengagement within society
As marketers and researchers there is a requirement to distinguish and
recognise the construction oI one`s social identity Is it bicultural? Has
the acculturation process even started? Many groups are still struggling
to know exactly where they Iit and belong (Sekhon & Szmigin 2002;
Lindridge & Dhillon 2005) Acculturation may also be aIIected by
situational ethnicity, where one`s ethnic aIIiliation is ever changing with
the context The situational context has to date received little attention
in the marketing literature and this we discuss Iurther in the Iollowing
section
Situational ethnicity

An important aspect oI ethnicity is ethnic identiIication, or behaviour that
is situationally determined Stayman and Deshpande (1989) deIine this as


International Journal oI Market Research Vol. 51 Issue 6

not just who one is, but how one Ieels in and about a particular
situation`

(p 362) This deIinition suggests that one`s ethnicity is not the same at
all times but can be situation led This has implications Ior marketers
and researchers investigating and developing an understanding oI ethnic
audiences Importantly it suggests a Iluidity oI identity that is oIten not
considered in standard Iorms oI research, and may require a longitudinal
or situation-speciIic approach It could be argued that iI that is the case
then one`s ethnicity, identity and decision making may also vary, Ieeling
less or greater aIIiliation depending on the situation, the occasion or the
decision being made Indeed it may be that by investigating Iurther what
these situations are, what impact they have and how they can be
accounted
Ior in the business and research context allows us to better understand
ethnic audiences
The term situational ethnicity is itselI contestable The word situation`
has been deIined as all those Iactors particular to a time and place` (Belk
1975, p 158) Stayman and Deshpande (1989, p 89) argue that ethnicity
is not just a stable sociological trait oI individuals that is maniIested in
the
same way at all times, but also a transitory psychological state maniIested
in diIIerent situations` When researching these individuals it could be that
their reactions are more than behavioural responses to a situation but
rather something they have to balance on a continuous basis Identity is
a mixture oI local and global inIluences (Desai 2001) With this in mind,
when researching ethnic audiences consideration needs to be given to the
context and the ever present dual cultural values inIluencing ethnic
groups

Current published research on identity and ethnicity among immigrant
communities highlights the complexities These ethnic groups cannot
be neatly categorised As a result, their needs, wants and responses vary
and are a mixture oI values, belieIs and associations with the home and
host country Apostolova-Blossom`s (1999, p 335) study on consumer
acculturation argued that consumption and acculturation were closely
linked Ior immigrant groups Consumption was regarded as a domain
through which immigrants seek to hold on to certain patterns oI culture
and identity perceived to link them to their culture oI origin` This
research
highlights the dual identity held by immigrants Through acculturation
and the transition Irom one culture to another, consumption patterns
help to Iorm and shape this identity and so play a Iundamental role in the
socialisation process

Ger and Ostegaard`s (1998) study also links consumption with
acculturation and identity The study oI Turko-Danish students Iound
participants negotiating their identity through consumption` This implies


The bicultural value system

that global consumption patterns are inIluencing identity Iormation
among
immigrants on a day-to-day basis These studies, among others
(WallendorI
& Reilly 1983; Joy & Dholakia 1991; Firat 1995; Lindridge et al 2004),
reveal that identity Iormation is thereIore closely linked to consumption
and consumption is inIluenced by acculturation, and the desire to
assimilate
with the host country and Ieel a sense oI belonging

The interplay between identity, acculturation and consumption implies
that decisions being made by ethnic groups may not Iollow a logical order
Do marketers Iully understand this interplay? II immigrant identity and
consumption decisions are inIluenced by acculturation/assimilation, who
or what is aIIecting acculturation? Are marketers and researchers taking
account oI these dual identities and multiple realities? The complex
nature
oI these groups and their subtleties need to be understood to enable more
nuanced research II overlooked, researchers risk misinterpretation oI
results and inappropriate conclusions

Ethnic/brand consumption

Practitioners and academics have argued that consumption patterns
and motivations vary according to one`s ethnic origin As work done
by Channel 4 on reaching ethnic consumers (2003) reveals, there are
many opportunities Ior brands to target ethnic consumers There are
real openings Ior brands to augment existing, mainstream campaigns
with more Iocussed targeting, sympathetic to diIIerent cultures` (p 5)
However, to undertake targeted campaigns with the relevant content
means understanding ethnic motivations, decisions and logic in a
consumerist context

Both academics and practitioners stress the hybrid and multicultural
nature oI identity Academic consumption studies (Hirschmann 1981;
Stayman & Deshpande 1989; Zmud & Arce 1992; Pnaloza 1994)
consider ethnicity and its role in the consumption process Consumption is
regarded as a personal and social process that can help to express Ieelings
oI belonging and identity The process oI consumption is multi-Iaceted,
with goods and brands going beyond their utilitarian value (McCracken
1986) This impacts on brand, media and product consumption The brand
relationship cannot easily be identiIied and the value oI the brand will
vary
according to the ethnic group As Desai (2001) points out in his study
oI Bangladeshi youth, they use particular brands to communicate their
success and achievement to the indigenous population Practitioner studies
highlight that ethnic consumers do not passively accept brand values In


International Journal oI Market Research Vol. 51 Issue 6

Iact, they are instrumental in using brands to present their public selI to
others

These studies emphasise how, through acculturation and the transition
Irom one culture to another, consumption patterns help to Iorm and shape
one`s identity and so play a Iundamental role in the socialisation process
In Iact these purchases symbolise one`s identity, ethnicity, belonging and
status A well-targeted communications campaign that hits the right
buttons must ensure that it is culturally relevant and presented through the
right media The empirical study, which aims to contribute to developing
a more sophisticated approach to understanding ethnic communities`
consumption decisions, is described below The purpose oI this research
was to explore the generational interplay and contextualise the impact oI
the immigrant journey in a consumption and acculturation context

Research objectives and method

The research objectives were to:

.
determine the relationship between identity and acculturation in
consumption decisions among Iirst- and second-generation immigrants
.
understand the wider social Iactors aIIecting consumption within
these communities
.
identiIy key issues to consider when undertaking research among
ethnic communities (Asian Indian Punjabis)
.
consider the implications Ior marketing practitioners and academic
theory
Qualitative interpretive research was undertaken At stage one, 26 semi-
structured interviews with second-generation Asian Indians (Punjabis)
were undertaken to explore their Ieelings on identity, acculturation
and consumption At stage two, a Iurther 26 depth interviews with the
same participants were conducted to get richness oI data, and discover
motivations and reasons Ior certain consumption decisions At this stage
the more sensitive issues, such as caste, izatt (Iamily honour) and gender
roles, were explored Iurther

At stage three, case studies were developed with six Iirst-generation
participants From the initial 26 participants recommendations were
sought to interview their parents, oI which three sets oI parents agreed
to be involved in the development oI these case studies The research
allowed Iirst and second generations to reIlect on their own behaviour


The bicultural value system

within the cultural contexts which they shared and which were diIIerent
For example, the diIIerences in working and social lives between the
generations were discussed

Both the interviews and case studies conducted helped to explore the
complex nature oI consumption and what motivates these consumers to
buy, the signiIicance oI the purchases and the role oI marketing in this
process Interviews and case studies were conducted by one oI the authors,
a second-generation Indian Punjabi The author`s Iirst-hand experience oI
the community inIormed discussions and helped to identiIy more
sensitive
issues, such as izatt and caste This supports Sharma and Bell`s (2002)
recommendation to match the researcher`s ethnicity with the participants,
allowing Ior a more ethnically sensitive stance` (p 14)

Initial discussion topics were identiIied by this author and, as the
research progressed, greater insight was gained into more sensitive issues
The three stages to this research Iacilitated discussion on key issues
relating
to identity, consumption and acculturation Interviewing the participants
more than once enabled these areas to be discussed Iurther, which would
not have been possible in one visit (Robson et al. 1994)

The data gathered were then analysed by both authors The transcripts
were coded and the two authors discussed the Iindings in order to identiIy
emerging themes The authors reviewed these themes and interpretations
together beIore Iinal themes were identiIied and developed Iurther in the
research

Findings

The Iindings oI the study are presented below and are discussed
according
to the research objectives

Identity and consumption

The Iindings revealed that the participants consumed products that they
Ielt made a statement about themselves, who they were and their public
image They consumed certain brands in preIerence to others to enhance
their status in their community Choice oI brands helped the participants
to interact with other Asian Indians and Ieel a legitimate member oI the
group


International Journal oI Market Research Vol. 51 Issue 6

II something is going to be seen by others like a car or something in the
house you
just have to have the right brand Others will judge you on it, you don`t
want to
Ieel you are not good enough and not a real part oI the group ` (Anita,
Iemale, 26)

Well it`s just I want to have the right brands, by that I mean the right
brands that
others will think highly oI, it helps you to Ieel a proper part oI the
community,
you must think that`s silly ` (Arjan, male, 32)

The Iirst-generation participants in the case studies (third stage oI the
study) also conIirmed that their being Asian` was closely linked to their
possessions They contextualised, as did the second generation, their
Asianness` in relation to the consumption oI particular brands oI goods
Possessions are an integral part oI their identity and are linked to their
migration

I know I shouldn`t but I do buy certain things based on what others
think and
whether they will think wow, because aIter having come to this country
it's natural
to want others to think I have done well and can aIIord good brands, it`s
so natural
it`s a part oI who I am, it`s part oI me and my Iamily ` (Rajinder, Iirst
generation,
male, 62)

The process oI consumption was oIten directly linked to identity The
decision to buy a particular brand or product was inIluenced by others
in the social group Marketing served to conIirm the status oI a brand
and reinIorce brand values Certain brands oI car and electrical goods
were chosen based on their brand values and others` perceptions/attitudes
oI the brand, and less so as a reIlection oI how the marketing campaign
positioned the brand

The purchases I make are based on two key things who will see them
and also
what others think oI the brand, is the brand respected and liked by my
peers, my
Iamily and Iriends I`m not overly bothered about who is in the advertising
but
more about the brand values ` (Parvinder, male, 36)

I don`t think marketing overly inIluences me only that I will only buy
goods that
others respect, so I suppose the brand has to be liked and known and this
can only
happen through good marketing, so indirectly marketing is important
Whether
an Asian/Black person is in the advertising wouldn`t aIIect me at all `
(Kamaljit,
Iemale, 32)

Participants in all stages oI the research reIlected the complexity oI their
identity beyond demographic variables, They possessed multiple
identities,
made up oI ethnicity, gender, culture, consumption, behaviour and izatt
(Iamily honour), making it diIIicult and perhaps inappropriate to use


The bicultural value system

simple categorisations such as Asian, Indian or British Based on these
Iindings, the representation oI ethnic minorities in marketing especially
advertising is clearly not enough This could in Iact provoke Ieelings
oI tokenism and stereotyping Marketing needs to be responsive to the
more complex issues these participants Iace rather than just their physical
colouring and ethnic categorisation The superIicial portrayal oI these
groups needs to be replaced with a real understanding oI why brands have
strong or weak positions within their social groups and cultural context

Long-term engagement was needed with the participants to discover
these subtleties The use oI qualitative and in-depth enquiry allowed the
development oI these issues, bringing them to the Iore

Acculturation and consumption

Throughout the three stages oI the study the participants discussed their
Ieelings oI living between two cultures Second-generation participants
Ielt
a need to negotiate and balance the two cultures to which they belong
Even though the participants were born in the UK they still experience
Ieelings similar to those expressed by the Iirst generation acculturating in
the host country

It's not easy always thinking about the Indian culture, I was born here
and my
Iriends are mainly British white so I am constantly thinking about
expectations
Irom the western and eastern culture ` (Satpal, male, 35)

I know that the second and third generation have to balance a lot but no
matter
what they need to think about Indian values, we are still Indian at the end
oI the
day and remembering that is really important ` (Ranjit, Iirst generation,
male, 49)

The participants throughout the course oI this study commented on how
they tried to balance the expectations oI living between two cultures The
interviews and case studies revealed that tensions were present when the
second-generation participants Ielt that their parents had not assimilated
enough into Western culture The Iirst generation still have very strong
ties with India, which in turn inIluenced parents` expectations oI their
children

I know it`s diIIicult at times Ior Sarbjit but we have to live with it, as
immigrants
and the children oI immigrants we have to behave and act accordingly `
(Ranjit,
Iirst generation, male, 49 discussing the issues oI living in Britain and
the
cultural tensions with his daughter Sarbjit, second generation, 22)


International Journal oI Market Research Vol. 51 Issue 6

All the participants revealed how the inIluence oI two cultures meant
they experienced complex and contradictory emotions, at times Ieeling
more British or more Indian In certain contexts participants Ielt
completely
assimilated However, in others they experienced Ieelings oI displacement
and disconnection This supports the work oI Bhatia (2002) and Said
(1999) As Said`s memoirs state, Ior the diasporic selI, there is an
ongoing
simultaneous dialogical movement between the I position oI Ieeling at
once
assimilated, separated and marginalized` (1999, p 81)

Parental pressures and restrictions, along with the inIluence oI two oIten
conIlicting cultures make ethnic groups a complex segment to analyse
and
understand In the context oI marketing there are a number oI challenges
the marketer Iaces II ethnic audiences themselves Iind it diIIicult to label
themselves as either Indian or English then communicating to them also
becomes rather complex Their purchase decision may be based on a
combination oI Iactors, including the product`s utilitarian value but also
its symbolic worth in one community as compared to how it may be
perceived by the other community Clothing was a particularly contested
area, where cultural inIluences were very important

A lot oI things in liIe are aIIected by our cultural values, especially
when I buy
clothes it`s not just about what I like but also what will keep the Iamily`s
izatt
not just what I might think is Iashionable it doesn`t work like that I think
that
might be why I like advertising that shows class and style and nothing too
sexy or
revealing ` (Riya, Iemale, 26)

What was clear Irom examples such as Riya`s was that while participants
Irame much oI their consumption within a collective context, they do
not necessarily subordinate their own needs to those oI the group they
belong to, as traditional collectivistic theory has indicated (Kluckhohn
& Strodbeck 1961; HoIstede 1984; Triandis et al 1988; Triandis 1989)
Purchases are oIten the result oI an amalgamation oI their individual
desires and the cultural values they live by

I like to wear good quality clothes, I mean they have to look good but
equally I
am always aware oI what clothes say about me and my Iamily, and even
more so
at Indian Iunctions ` (Kamaljit, Iemale, 35)

Decision making is geared to ensuring reIerence groups (primarily Iamily
and members oI their own ethnic community) approve their purchases,
but
consumption choices are also aIIected by British culture and individual
preIerences Punjabi culture, however, inIluences the need Ior approval


The bicultural value system

and resultant symbolic consumption Thus the impact oI acculturation on
consumption is complex and multi-Iaceted

Social Iactors aIIecting consumption: caste and izatt

A number oI other social Iactors aIIected consumption and decision
making among ethnic groups This included caste and izatt (Iamily
honour) Caste distinctions are still in existence among Asian Indians
Caste membership and the hierarchical ranking oI castes continue to be oI
signiIicance Participants revealed how caste and caste prejudices prevail

The caste system is so real in our community, even though adults in our
community don`t like to mention the caste system they almost live by it,
even
with the younger generations it is so real and in existence ` (Kamaljit,
Iemale, 32)

The social signiIicance oI caste is best illustrated in the area oI marriage
and social interaction The participants discussed how marriage is caste
endogamous, ensuring caste survival Even though they discuss their
acceptance oI this they also highlight their discomIort about the caste
diIIerences

Marrying across caste is not accepted at all, whether you are marrying
above or
below caste I know it`s really bad but me and my Iriends accept it and
won`t get
involved with anyone out oI caste ` (Harpreet, Iemale, 30)

This participant underlines the deep-seated nature oI caste within
this ethnic community, and others revealed that its impact ranges Irom
marriage through to consumer goods

When it comes to certain goods like cars, well anything others will see,
the
higher caste members just don`t want to purchase the same brands as
lower caste
members, it`s a real status thing ` (Satpal, male, 35)

One very wealthy lower caste member bought a house in a sought aIter
area
When it went up Ior sale the other Asians in the community said they
wouldn`t
buy it because it had been owned by a lower caste member ` (Rupi,
Iemale, 34)

Caste membership is still oI great signiIicance to the participants, their
parents and the wider Asian community aIIecting symbolic consumption
There is a paradox whereby possessions help participants to climb the
social
ladder, yet goods may equally be avoided because oI their caste
signiIicance
One might argue that marketers would Iind it diIIicult iI not impossible to
account Ior caste diIIerences However, acknowledging the impact oI
caste


International Journal oI Market Research Vol. 51 Issue 6

on decision making is still something that needs to be considered It may
be that sensitive understanding oI how brands are associated with caste
will
help inIorm marketing communications Discovering these sensitive
issues
requires researchers to understand the complexities oI decision making
that are not readily apparent

I like Mercedes advertising; it is higher end and I link that with my
caste ` (Kiran,
Iemale, 52)

Another major Iinding in this study, particularly with Iemale participants,
was the importance oI izatt Izatt can be described as Iamily honour,
respect and maintaining one`s reputation within the community The
Iindings revealed the manner and extent to which participants had to
accommodate a core Asian cultural value in their everyday lives Izatt in
one respect can be regarded as a set oI rules that the participants must
adhere to It could be argued that moral values and codes exist in any
society, however izatt`s inIluence is very powerIul, almost compulsory
Ior
the participants to Iollow

The Iemale participants were aware that their decisions are scrutinised
and that this will have implications Ior their private lives Izatt is deeply
embedded in all participants but it is the Iemale participants that Ieel most
aIIected by it It causes tensions and conIlict, and serves to highlight the
diIIerences the participants Ieel living with the inIluence oI two cultures
Again this produces a paradox as in some aspects oI their consumption
behaviour women can be almost care Iree`, while in others they have to
realise, acknowledge and account Ior the restrictions

When I am buying clothes I really have to think about what I buy, how
revealing
it is and what it might say about me I wouldn`t want the Indian
community to
think look at her! It could even aIIect my chances oI marriage, certain
brands are
more conservative than others ` (Mohinder, Iemale, 25)

There are real implications and consequences oI losing one`s izatt The
moral standing and respect oI the Iamily are questioned What may seem
like everyday` decisions by the indigenous population have Iar-reaching
implications Ior these participants

For girls especially I think it is really important that you buy the right
things,
make the right decisions, it's all about keeping your credibility and status
in
society ` (Balbir, Iemale, Iirst generation, 52)

Izatt exists in many Iorms and at a number oI diIIerent levels It
inIluences matters Irom choice oI clothes to choice oI partner The strong


The bicultural value system

and ever present existence oI izatt implies that these participants have
to think collectively Family expectations and perceptions are important
to them The whole decision-making process is not isolated but rather
exposed to the scrutiny oI the Iamily and the wider Asian community
There is a desire to IulIil and exceed expectations

An important distinction needs to be made between male and Iemale
participants; more is expected Irom women They have a greater and
more signiIicant role to play in the maintenance oI Iamily honour and
the retention oI izatt The researchers acknowledge that this may also be
true oI other societies, not just Indian Punjabis; however, in this research,
the gender diIIerences are particularly prevalent as Iemale participants
regularly compared themselves to their Western counterparts They
realised and acknowledged the inIluence oI izatt on consumption and liIe
choices

While we recognise that a cultural Iacet such as izatt is diIIicult to
accommodate Ior researchers, it is still necessary iI marketing is to gain
better insight into the decision-making processes oI individuals living
within this cultural context There is a continued need Ior researchers
to realise and acknowledge the underlying cultural values important to
ethnic audiences, to help inIorm marketers on their spending Marketing
researchers need to take account oI the pressures these ethnic audiences
experience when making both consumption and personal decisions Issues
around caste and izatt also reveal how important it is Ior marketing
messages to present content that is culturally sensitive and takes account
oI the ethnic community`s core cultural values In this way business
should
be in a better position to market its oIIerings Irom a standpoint oI mutual
value exchange

Conclusions: implications Ior theory and practice

Three key areas oI literature (acculturation, identity, consumption) have
been discussed While the current literature Iocuses on ethnic
consumption
the subtleties oI ethnic decision making still require greater Iocus

This study Iound that a number oI Iundamental Iactors impact on
ethnic audiences Asian Indian Punjabis buy goods Ior reasons that go Iar
beyond their utilitarian value In Iact purchases are symbolic oI status, the
immigrant journey, their bicultural value system and the inherent respect
they have Ior their Iamily In light oI this there is a need to develop theory
beyond categorisations (i e individualism/collectivism) Also, greater
thought needs to be given to the term ethnicity`; it is more than just a


International Journal oI Market Research Vol. 51 Issue 6

demographic variable it is an indicator oI one`s belonging and identity
in
the community With this in mind, market researchers oI products aimed
at
ethnic communities need to explore these subtleties oI consumption and,
more importantly, use the appropriate methods to tease out these
subtleties

For marketing practitioners, understanding the decision-making process
could result in gaining long-term, brand-loyal customers So how can
marketers and marketing researchers oI diIIerent products reach these
ethnic segments? A number oI Iundamental Iactors were identiIied
that need to be considered beIore relevant and cost-eIIective marketing
campaigns can be developed

1 .
Length oI residency: organisations need to be aware oI exactly who
their segments are Categorising all ethnics into one group is over-
simplistic There is a need to identiIy the country oI origin and also
the length oI residency Marketing practitioners and researchers need
to be asking some Iundamental questions: Has the individual recently
emigrated? Is the individual a descendant oI an immigrant (second/
third generation)? How acculturated are they? What is their aIIiliation
with the host/home country? The study Iound that consumers
linked their consumption to their personal identity Consumption
was more than just the process oI buying goods it represented the
participants` belonging and group aIIiliations as well as their public
selI Currently consumption is inIluenced by acculturation and the
desire to assimilate with not only the ethnic community but also the
indigenous population
2 .
Categorisation: ethnicity is more than a demographic variable It is
identity, belonging and being part oI a community The various aspects
oI ethnicity must then be considered when undertaking research
Questions still exist in relation to categorisation and on what basis it
should take place, whether based on colour, race, nationality or soIter
issues such as selI-identity inclusion, exclusion or the bicultural selI
3 .
Utilitarian and symbolic value: symbolic value oIten overrides the
utilitarian value oI the brand Researchers need to consider how well
respected the brand is in the community, and ask what are the core
values oI the brand Ior this community, as well as who else in the
community possesses that brand and how they use it The value oI
goods became more apparent with time, particularly at stages two and
three oI the study Goods and brands are used to enhance belonging or
to separate them Irom a particular group They help to navigate ethnic
groups accordingly

The bicultural value system

4 .
Negative symbolic consumption: organisations also need to be aware
oI the products/brands that ethnic communities disassociate themselves
Irom through negative symbolic consumption (Banister & Hogg 2003)
There are a number oI reasons Ior this disassociation; a key Iactor is
caste Participants did not want to possess products that lower-caste
members had Even though marketers and researchers may Iind it
diIIicult to identiIy caste diIIerences, there is still a need to understand
what brands are Iavoured and which are unpopular Teasing out such
issues requires long-term engagement with participants as there is
likely to be stigma attached to caste distinctions and some will Iind it
diIIicult to express their relationship with brands within the context
oI caste
5 .
Socialisation process: all the participants commented on the role oI
Iamily in the socialisation process Family had not only inIluenced
participants in their early years but continued to do so Even though
intergenerational tensions exist, the need to respect parents` wishes
and seek their approval is Iundamental to their decision making
Family are key inIluencers in the consumption process Marketers
need to acknowledge the role that Iamily members play in this process
as they signiIicantly inIluence the participants and will continue to do
so Researchers must also Iocus on Iamily in order to contextualise the
consumer`s decision making
6 .
Bicultural values: the participants revealed that they lived with the
inIluence oI both cultures They discussed the tensions they Ielt,
but also emphasised their desire to respect both sets oI values Izatt
(Iamily honour) and gender roles were acknowledged not only in
the consumption process but also in the participants` private lives
Marketers and those researching into the marketing oI products to
ethnic audiences need to appeal to these groups in a non-stereotypical
manner, taking account oI the cultural diIIerences
Marketing to ethnic audiences is still under-researched both in academia
and by practitioners This study has Iound that there are a number oI
subtle aspects to decision making Consumption is very personal to
the participants but is strongly inIluenced by the collective nature oI
Indian culture, izatt and caste distinctions This study has revealed that
ethnic marketing has to move beyond superIicial and oIten stereotypical
portrayals oI ethnic Iigures in advertising In-depth qualitative research
can
help to reveal the subtleties and contradictions oI decision making evident
in this study Marketing needs to take account oI the Iusion between East


International Journal oI Market Research Vol. 51 Issue 6

and West and the bicultural value system that is ever present in the lives
oI people living between two cultures, and how this aIIects their thinking,
their being and their actions

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About the authors

Yasmin Kaur Sekhon is currently a Senior Lecturer in Marketing at
Bournemouth Business School, Bournemouth University, UK Her
research
interests Iocus on consumption, ethnicity and identity She has published
in a number oI journals and works closely with the relevant proIessional
bodies Most recently she has taken on the role oI Senior Examiner Ior the
Chartered Institute oI Marketing Current research projects include Iood
consumption, materialism and society, and religion impacting identity and
business strategy

Isabelle Szmigin is currently ProIessor oI Marketing at Birmingham
Business School, the University oI Birmingham, UK Her interests are
primarily in the areas oI consumer research, services, ethical and social
marketing She has published in Psychology and Marketing, Sociology,
Consumption, Markets Culture, European Journal oI Marketing, Journal
oI Business Research, Journal oI Marketing Management and Journal oI
Services Marketing, and the book Understanding the Consumer BeIore
entering academia she worked in the publishing, chemical and Iinancial
services industries

Address correspondence to: Yasmin K Sekhon, Executive Business
Centre, Bournemouth University, 89 Holdenhurst Road, Bournemouth
BH8 8EB

Email: ysekhonbournemouth ac uk