India’s globalization and consumer acculturation: A review

Due to the forces of globalization in India there is a transformation in the consumer culture as the consumer of India primarily those who are residing in the cosmopolitan cities of the country are increasing adapting the culture of west, which is also evident from their purchasing behaviour as they prefer the brands of foreign origin and this phenomenon is called consumer acculturation. International marketing managers and practitioners have been long interested in the field of consumer acculturation due to its direct impact on the sales of the foreign brands and its thorough understanding can be capitalized by them to profit their respective businesses. The purpose of this paper is to provide a detailed account of the consumer acculturation by assembling the various research works contributed by various researchers’ in this field. It gives a broad overview of the consumer acculturation construct and the various behavior related aspects. A wide range of journal databases and books were referred to review the works of various researchers. The content analysis of the various research works led to the classification of literature into different factors influencing consumer acculturation and further development of research framework. The framework generated can be a useful tool for international marketing practitioners and researchers towards comprehensive understanding of the consumer acculturation.