The Impact of Globalization on Consumer Acculturation

“The Impact of Globalization on Consumer Acculturation”
Name
Institution Affiliation
“The Impact of Globalization on Consumer Acculturation”
Microeconomics plays an integral role in the overall running of an organization and the larger business world. The global economy is controlled and dictated by the small economic subsets that set the ball rolling. This can be in terms of either production,supply as well as demand. Dictating these factors from the fundamental levels is a role played quite effectively by microeconomics. Globalization and consumer acculturation are two terms that have attracted a number of researchers. In this paper, attention will be paid to the research work of Gupta, (2012) titled The impact of globalization on consumer acculturation: A study of urban, educated, middle class Indian consumers. A summary of it will be done, as well as how microeconomics impacts business operations and strategic management within an organizational setup.
Acculturation usually comes about as a result of a change in general behavior and conduct when individuals from one dominant culture ,mix or interact with those of a new culture. There will always be an exchange of ideas, practices and even ways of life between these cultures.Such a kind of assimilation can either be behavioral or attitudinal. When it comes to the business environment and clients, acculturation takes both dimensions.
The purpose of Gupta’s research was the determination of whether attitudes towards foreign brands and consumer acculturation vary across demographic sections in India, and whether predisposition towards foreign brands can result in consumer acculturation. Using the available literature, Gupta was able to develop tools to determine consumers’ predisposition to foreign brands. Structured questionnaires were used to collect the required data. Consumer acculturation and predisposition towards foreign brands across demographic segments were determined using the results from ANOVA and T-tes...