The effects of cultural adaption in immigrants' purchasing of store brands

[Truncated abstract] Immigrants have become important consumers for marketers because of their significant growing and migratory population. The immigrant population is expected to continue growing the future. Immigrants often have different ways of purchasing, different brand and product preferences, and different places to shop than that offering in their new country of residence. The different ways of purchasing may be affected by the culture or values the immigrants bring from their home countries. The literature also mentions that culture is an important variable that shapes consumers' value in purchasing products. Therefore, marketers should examine immigrants' purchasing decisions because their cultural background may affect their future purchasing behaviours. Beside their original culture, immigrants also deal with their new country’s culture and tend to adapt to this new culture to be accepted and be successful in their new country. Although there are many studies on immigrants' acculturation in their new country, studies on how immigrants adapt to the culture in a new country affects in consumers' decision making are limited. For example, there is no research concerning decision making in purchasing store brands. This study explores the effects of the construct of Cultural Adaptation measure in purchasing store brands. Three studies were conducted to support the main study. The objective of Study 1 was to develop a scale to measure immigrants’ cultural adaptation to a new country of residence. The sample of this study was international students in a university in Perth, Western Australia. International students are often considered temporary immigrants by other research in the literature. Using Exploratory Factor Analysis (EFA), Study 1 found that the existence of the construct of Cultural Adaptation consists of six factors, named acculturation, media language, religion, ethnic speaking, homie comfort, and neighbour.