Author Archives: Nitin Gupta

Dr. Nitin Gupta, Institute of Management Technology – Hyderabad, Survey No. 38, Cherlaguda Village, Shamshabad Mandal, RR District, Hyderabad- 501218, India

Jun232016

Marketing Science and Inspirations Journal Paper

Measuring consumer acculturation – discussion on a prospective approach

Research Paper, Vol 11, Issue 2, 2016By Nitin Gupta June 23, 2016

This paper discusses how globalization brings in cultural change among consumers and why this phenomenon can be studied under the aegis of consumer acculturation. The discussion is initiated with the explanation of what globalization is and what factors entailing it bring in specific changes in consumer culture.

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