Acculturation patterns resulting from the intersection of globalisation and national identity in South Africa and their impact on the consumption of luxury skincare amongst women

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.