Ethnicity and consumer choice

摘要: Purpose – The purpose of this study is to explain the level involvement Asian‐Indian consumers residing in US when purchasing Indian ethnic apparel and contemporary American clothing at different levels acculturation.Design/methodology/approach Data were gathered by a questionnaire administered 254 from southeastern United States.Findings Low acculturation among Asian‐Indians did result higher apparel. Consumers who moderately acculturated western culture less involved but became increasingly as they more culture. In conclusion, Asian‐Indians, new US, may try identify with leading decline As these comfortable their environment have felt need connect original culture, could led r...