Acculturation to the global

consumer culture of Pakistani

consumers and its influence on
consumer choices
Supervised by: Dr. Muhammad Rizwan
Presented by: Fizzah Saleem (PhD-2017-12)
 Introduction
• Area of interest:
Marketing and Consumer Behavior
 Culture
• Culture plays a vital role in the development of a
marketing strategy because cultural norms and
values are influencing the response of the customers
towards the marketing efforts ( Alden, Steenkamp &
Batra,1999).
• Cultural values are considered as the most clear
explanations of the consumer behaviors as well as
these cultural values are influencing the consumer
behaviors too (Terlutter et al., 2006).
 Global Consumer Culture
• The cultural identity that is associated with a
larger group of countries and is transcending the
individual national culture is the global consumer
culture (GCC) (Alden, Steenkamp & Batra, 1999).
• Global consumer culture is a set of shared
entities that are referred to the consumption
including the categories of products, consumer
activities and brands (Lee & Tai, 2006).
 Acculturation to GCC
• Acculturation is multidimensional but the main
focus of acculturation is on acquiring the
alternate culture instead of maintenance of the
original culture (Askegaard et al., 2005; Berry,
2008; Peñaloza, 1994).
• The emergence of acculturation to the global
consumer culture is providing opportunity to the
consumers to select those cultural elements that
are best fitted for their perceived self concept
(Ger, 1999; Oswald, 1999; Wallendorf&Reilly,
1983).
 Antecedents of AGCC
• Social prestige
• Quality perception
• Brand credibility
• Perceived risk
• Information costs saved
• Social responsibility
• Conformity to consumption trend
• Buying intentions
 Cleveland and Laroche (2007) 7-fold
construct of acculturation
• Exposure to foreign and global mass media
• Exposure to and use of english language
• Exposure to marketing activities of
multinational corporations
• Social interactions through travelling
• Cosmopolitanism
• Openness to GCC
• Self identification with GCC
 Objectives of the study
• To what extent Pakistani consumers are
acculturated to global consumer culture.
• To what extent the AGCC influences the
consumer choices.