Australian Chinese Consumers

Based on 288 respondents of Australian consumers of Chinese background but who exhibited contrasting degrees of acculturation, this study examined several aspects of consumer behaviour, including information search, product evaluation and purchase behaviour in relation to three product categories of contrasting involvement, namely toothpaste, stereos and cars. The findings, which contributed usefully to a scarce literature concerning the Asian consumer, provided support for several of the hypotheses put forward and, overall, contributed to answering by the affirmative the question of whether acculturation affects consumer decision making.