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The impact of acculturation on consumer behaviour : a study of African migrants in Ireland

Thompson, Adekunle (2013) The impact of acculturation on consumer behaviour : a study of African migrants in Ireland. Masters thesis, Dublin, National College of Ireland.

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This study attempts to understand acculturation of migrants in Ireland and the impact of it on their behaviour to consume products and services.

Acculturation is an interchanged culture acquired on emigration into a different culture. It affects behaviour of migrants as they adjust to the host culture and presents difficulty for business researchers as they grapple with the consequence of drifts in consumer behaviours, purchasing intentions, cultural attributes and significant shifts in the desire for certain products and services. As culture dictates the behaviour to consume things, sways the way people think, perceive, process, and construe information, it is natural draw some conclusion that it has significant impact also on businesses bottom line.

This study is exploratory in conduct and by using questionnaire and interviews, the researcher was enable to extract relevant information from a randomly selected 12 African migrants from different countries of origin purposively chosen from listed four categories of migrants.

The results of this study have shown similarities in acculturation of migrants after certain duration of their stay, and the marked influence of it on their consumer behaviour in general when compared to that in the literature review. However, in this specific study, the aim is more tilted to personal loan or credit offerings in the Irish financial sector.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
J Political Science > JV Colonies and colonization. Emigration and immigration. International migration > International Migration > Emigration
Divisions: School of Business > Master of Science in Management
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 19 Nov 2013 09:12
Last Modified: 19 Nov 2013 09:12

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