The bicultural value system Undertaking research among ethnic audiences

Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others. Within Britain, this is in many ways exacerbated by the prevalence of a multicultural society that spans generations. Second-generation ethnic consumers live in the world of their parents and their community, but often work and socialise in a very different cultural and social context. Inevitably these influences impact upon decision making. In this study we seek to unravel some of the factors that impact upon ethnic decision making, with a particular focus on one group: second-generation Punjabi Indians. We examine research that has sought to identify factors that impact upon their consumption behaviour, in particular acculturation, identity and ethnicity. We then present research findings that reveal some of the key issues that need to be considered in developing a research approach to understanding ethnic communities.