Abstract:
A key challenge that local companies face is how they should position their local brands to
successfully compete with global brands, particularly in a foreign brand category such as the
Luxury Skincare category.
Following Berry's 4 Cluster Acculturation Typology, this study examined how the two cultural
forces of global consumer culture and the South African National Identity intersect amongst
individuals in the multicultural, multi-ethnic South African context and reveal acculturation
patterns that influence the brand preferences of consumers between local, global and
localised brands.
Through a quantitative research approach, data from 198 female consumers of Luxury
Skincare brands was collected through an online survey. K-means cluster and Cross-
Tabulations analysis methods were used to analyse the data.
The study findings reported only three of the acculturation patterns, and that they influenced
brand preferences of consumers. In addition, this influence of culture on consumer
preferences was found to be mediated by the product category, regardless of the
acculturation cluster the individual falls under.
Based on the study findings, an Acculturation and Consumer Preference Model was
developed and is intended to provide guidance to marketers as to whether products should
be developed and positioned as being local, localised or global, form a consumer
perspective, in order to gain competitive advantage.
Scholarship contribution includes a multicultural and multi-ethnic country perspective to
Consumer Culture Literature.
