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Abstract(s)
In numerous countries, expatriation contributes to the diversification of the
cultures. The hosted cultures integrate in the hosting country and experience
changes in their behaviours and consumption patterns, which nourish a
bicultural identity. This bicultural identity has an impact on the individual’s
purchase behaviour, which is, at the same time, also influenced by their degree
of ethnocentrism. Furthermore, when it comes to purchase, consumers have
different perceptions of the importance of the country of origin information on
products. Simultaneously, some expatriates may have a preference for host
country products and others for products from their country of origin.
This research aims to explore the concepts of expatriation, on one hand related
with the country of origin of the consumer, and on the other hand to the country
of origin information as salient product attribute. In addition, the concepts of
consumer ethnocentrism and biculturalism are taken into consideration.
Nonetheless, the main scope of this research is to engage in a cross-generational
analysis, distinguishing whether two successive generations of expatriates have
similar or different purchase behaviours.
This cross-generational analysis related to the before-mentioned topics, has
been executed through a quantitative research, conducted on expatriates in
Luxembourg. Generation X and Generation Y expatriates have been handed over
the same questionnaires to allow a comparative analysis. The gathered data has
been successively analysed in a comparative approach, in order to observe
possible differences and similarities between generations.
The findings obtained through software computations, mainly indicate that
there is a difference in the purchase behaviour between the two generations of
expatriates studied. Millennial expatriates are more bicultural and less
ethnocentric than their predecessors. Generation X expatriates give, on the other
hand, more importance to the country of origin information and tend to prefer
products and brands from their country of origin. These findings provide useful
insights for foreign marketers in investors, who can establish their marketing
strategies following these expatriation and acculturation patterns, in a country
with considerable purchasing power.
Description
Keywords
COO CET Biculturalism Generation X Millennials Expatriates