Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Influences of Acculturation to Global Consumer Culture and Ethnic
Identification towards Western Culture Consumption Behaviors
Azaria Sophiani Nadhirah and Ir. Mustika Sufiati Purwanegara
Consumers these days can decide which one they would prefer among the
tremendous variety of products, whether they will stay going local, try to
adopt the global ones, or implement the combination of both. On the other
hand, the debate is still ongoing in respect to the beliefs that acculturation to
global consumer culture (AGCC) is negatively correlated with ethnic
identification (EID) while the other one state that it is possible for someone to
be acculturated to global consumer culture without losing its ethnical identity.
Therefore, marketers cannot make assumption that cultures in different
countries are similar each other. Following this, the objectives of this
research are to focus on the relationship of AGCC and EID to see how these
affect Indonesian consumers to the Western culture consumption behaviors
and to decide which type of marketing strategy can be implemented to the
global products. About 349 questionnaires were spread to several big cities
in Indonesia. As a result, AGCC and EID were negatively correlated each
other and all consumption behaviors were positively influenced by AGCC
and not significantly influenced by EID. All Western culture consumption
behaviors were categorized as assimilation according to Berry model,
therefore, marketers were suggested to apply “standardization” as
consumers assimilated the acculturation process.
Keywords: acculturation to global consumer culture, ethnic identification, globalization,
consumption behavior
1. Introduction
Although globalization is not a new phenomenon, the effect of which continue to increase
rapidly around the world. Globalization has brought countries much closer by the exchange of
products, information, and culture. This is reinforced by the fact that people in every corner of
the world are able to eat the same food these days, along with the same fashion to wear, the
same television program and movie to watch, the same car to drive, the same restaurant to visit,
and the same hotel to stay. (Ger & Belk, 1996).
Questions like “Is Western culture covering the earth?” or “Does globalization lead to the end of
cultural diversities among people?” will certainly lead to the endless pros and cons debate
(indiana.edu, 2005). It should be admitted that the globalization coming from Western countries
is highly inevitable. However, consumers these days actually can decide which one they would
prefer among the tremendous variety of products, whether they will stay going local, trying to
adopt the global ones, or implementing the combination of both. Hui, M.K., Joy, A., Kim, C., &
____________________________________________________________________________
Miss. Azaria Sophiani Nadhirah, School of Business and Management, Institut Teknologi Bandung (ITB),
Jl. Ganesha No. 10 Bandung 40132 Indonesia. +62222531923 email: azaria.sophiani@sbm-itb.ac.id
Dr. Ir. Mustika Sufiati Purwanegara, School of Business and Management, Institut Teknologi Bandung (ITB),
Jl. Ganesha No. 10 Bandung 40132 Indonesia. +62222531923 email: mustika@sbm-itb.ac.id
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Laroche, M (1992) states that it is possible for persons became acculturated by different culture,
without losing their ethnic identity (EID). On the contrary, Penaloza (1994) argues that there is
negative correlation between acculturation and ethnic identity after investigating the impact of
ethnic identity on acculturation. Reflecting the fact that not all people will adopt globalization, in
other word, not all people are acculturated to the other different cultures, is a dominant point of
this research. Therefore, marketers cannot make assumption that cultures in different countries
are similar each other.
In promoting global products particularly, marketers should develop an appropriate marketing
strategy as to fulfill the consumer needs and wants. The challenge, thus, are to understand the
culture of potential target markets and decide among “standardization”, “adaptation”, or a
“standardization and adaption” strategy. (Naghavi, 2011).
Standardization: When companies determine to make a standardization of their marketing mix
regardless of the cultural differences, it means that product, price, advertising, and other
marketing activities will be implemented the same in all countries. (Naghavi, 2011).
Adaptation: In order to win the new market, marketers should understand the diversification
between cultures and set the adaptation of their strategies to the new culture. (Naghavi, 2011).
Standardization and Adaptation: The implementation of this strategy incorporation seeks to
have advantages of both strategies, which are the lower cost from standardization and adapting
the product to the cultural differences; the marketers decide to determine the degree of
standardization and adaptation in their marketing strategy (Naghavi, 2011).
Globalization and acculturation are the primary focus to this research. Following this, the
objectives of this research are to focus on the relationship of AGCC and EID to see how these
affect Indonesian consumers towards Western culture consumption behavior and to decide
which type of marketing strategy is most appropriate to be implemented to the global products.
2. Theory and Hypothesis
2.1 Consumer Behavior
Consumer behavior plays an important role in marketing as it relates to the purchase behavior
of the ultimate consumers. Marketers, particularly, need to analyze the consumer behavior to
predict the marketing strategies and create a Marketing Mix for their products or services. The
analysis can include the reason why consumers make the purchase decision, what factors
influence consumer purchases, and the changing factors in society (udel.edu, n.d.) Moreover,
Hoyer (2007) defines consumer behavior as a reflection to the consumer‟s decision regarding
the acquisition, consumption, trait of goods, services, activities, experiences, people, and idea
by human decision over time.
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
2.2 Ethnic Identification
According to Bouchet (1995), how consumers recognize themselves is one of the most critical
issues for marketers, mainly in this era of globalization. The extent to which they recognize with
a particular ethnicity represents the commitment level of them regarding to the values and
norms of the ethnic group, therefore, will influence their attitudes and behaviors. (Hirschman,
1981).
The most widely accepted dimensions of ethnic identity, according to Cleveland‟s (2006)
summary, are as follows: 1) language, 2) media consumption, 3) interpersonal relationships. 4)
self-identification and pride, 5) desire to maintain one‟s own culture, 6) local customs, habits,
and values, 7) family structure and sex roles, and 8) religious affiliation.
2.3 Acculturation
These three different yet related terms have often been used interchangeably; diffusion,
socialization, and acculturation. Culture diffusion happens when one culture is exposed to
another (Berkman Lindquist & Sirgy, 1997); the process whereby people learn the culture
standards in which they grow up in is named as socialization; meanwhile, acculturation is the
culture changes as the effect from element contacts (e.g traits, norms, and values) of a different
culture. (Berry; 1997). Therefore, acculturation takes two or more cultures interaction, (Mendoza
& Martinez,1981; Mendoza, 1989), coming into contact for a period of time (Cleveland, 2006).
Similarly, acculturation will begin within a period that people ought to decide to be adapted to
either of the cultures or both of them when they are being faced to a new and originally diverse
culture. (Redfield et al, 1936).
The changes behavior resulted from acculturation can be varied. Lora, Lewis, Eskridge,
Krogstrand, and Travnicek (2010), for example, examine the association of SES (education,
income, employment) and acculturation on intake of n - 3 fatty acids in U.S Mid- western
Latinas. Moreover, Vijagyopal & Dibb (2012) wanted to figure out the role of acculturation in
brand choice among Indians people living in United Kingdom.
2.4 Ethnic Identification and Acculturation
The relationship of ethnic identity and acculturation can be described as follows by Berry (1990):
Figure 1: Ethnic Identity and Acculturation Matrix
Maintain ethnic culture origin
Acculturated by new group values and culture YES
NO
YES
Integration
Assimilation
NO
Separation
Marginalization
1) Integration: keep some part of one‟s origin culture while also adopting some of the host
culture
2) Separation: keep origin culture and avoid acquiring the host culture
3) Assimilation: learn and acquire the host culture and ignore the origin culture
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
4) Marginalization: persons who are rejected by the host culture and have no intention in
keeping the origin culture.
2.5 Globalization
Milward (2013) defines globalization as a concept that indicates the transformation and
reallocation of products, capital, and human resources around the world to outgrow resource
scarcities, also to increase efficiencies. He also believes that nowadays, it is impossible for
people to live in isolation. He added that in this area of global transportation system like internet,
distances will not matter as people still be able to interact around the globe each other. It can be
inferred that culture and globalization process are interacting each other in complex ways, thus,
it is very important for marketers to understand this kind of nature interaction.
2.6 Global Consumer Culture
According to Cleveland (2006), many social scientists nowadays believe that global consumer
culture is already at hand. Global consumer segment is defined (Dawar, Parker & Price, 1996;
Hassan & Katsanis, 1991, 1994) as those who connect similar meanings with particular places,
people, and things. Alden, Steenkamp, & Batra (1991) also comprehend global consumer
culture as a cultural entity that is not correlated only with a single country, but rather a larger
group assumed as international and transcending individual national cultures. Domzal and
Kernan (1993) consider them as people who regard a product category in primarily the same
way, regardless of their country origin.
2.7 Acculturation to Global Consumer Culture
Cleveland (2006) simply state that acculturation to global consumer culture “considers how
individual acquire the knowledge, skills, and behaviors that are characteristic of a nascent and
deterritorialized global consumer culture. After a comprehensive review of pertinent literatures,
six proposed dimensions were portrayed. Cleveland (2006) conceptualized AGCC having 6
dimensions, which are:
1) Exposure to Global and Foreign Mass Media (GMM): The global and foreign mass
media can be composed from various media, like television, internet, magazines, etc.
(Cleveland, 2006)
2) Exposure to Marketing Activities of Multinational Corporations (EXM): Advertising and the
other promotional activities are the vehicle of transferring and transforming the product
information into the purchase decision, most of marketers nowadays are more
aggressive to cross the national borders. (Cleveland, 2006)
3) Exposure to and Use of the English Language: English language has become a sign of
modernism and internationalism to many consumers. From the marketing world, English
is often used on packaging and any other promotional mix, even in countries whose few
residents are fluent in English, for example Japan as to convey symbolic forms of
meanings, like cosmopolitanism (Alden et al., 1999)
4) Social Interactions through Travelling (TR): Traveling abroad is nowadays can be
considered as a mainstream activity in accordance to the emergence of cheaper flight
fees and easier access than ever before. (Cleveland, 2006).
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
5) Cosmopolitanism (COS): Cosmopolitan people are those who are more likely to engage
themselves in other cultures, and have the capabilities to do so. (Cleveland, 2006).
6) Openness to and Desire to Emulate Global Consumer Culture (OPE): Several
researches (e.g., Alden et al., 1999; Appadurai, 1990; Batra et.al., 2000) showed that
people who admire the lifestyle from other countries tend to desire an ownership of
consumption symbols from those countries.
According to the theoretical foundations that have been explained before, the assumption can
be created as follows.
H1: AGCC and EID are negatively correlated each other.
H2: Western culture consumption behaviors are positively influenced by AGCC.
H3: Western culture consumption behaviors are negatively influenced by EID.
3. Research Methodology
3.1 Definition and Measurement Variables
There were 5 variables in the questionnaire that is presented in table as below:
Table 2: Variable Sources
VAR
Sources
AGCC
Cleveland (2006)
EID
Cleveland, (2006)
CB
Adapted to Indonesian culture.
Cleveland (2006) conceptualized AGCC having 6 dimensions, which are: 1) cosmopolitanism
(COS), 2) global and foreign mass media (GMM), 3) exposure to and use of the English
language (ELU), 4) openness to and desire to emulate global consumer culture (OPE), 5)
exposure to marketing activities of multinational or global corporation (EXM), and 6) social
interaction: travel, migration, and contact with foreigners (SIN). However, ELU was eliminated
reflecting the fact that respondents still live in their country origin with the assumption that they
will still maintain their native language when communicating each other.
Cleveland (2006) also developed EID model which was adapted from the past literatures. The
dimensions of EID are: 1) local country language use (LCLU), 2) local media consumption
(LMU), 3) local interpersonal relationships (LIR), 4) self-identification and pride (SIP), 5) desire
to maintain one‟s own culture (DMC), 6) local customs, habits, and values (LCHV). However,
local country language use was eliminated from the research by the assumption that most of
Indonesian people prefer to use Indonesian language in their day-to-day communication, while
local interpersonal relationship was eliminated because there was not much interaction between
Indonesian and foreign people, means that people mostly interact with local people.
The questionnaire was measured with two types of scaling; part one to part four used one to
seven point Likert in which indicated from “1” in strong disagreement to “7” strong agreement,
part five used one to seven point Likert which denoted varied specification based on the nature
of the consumption and purchase type that have been tested. For examples, music
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
consumption frequency were measured from never (1) to daily (7). Next, global restaurant and
cinema visit, along with related cultural goods purchased were measured from never (1) to
several time per month (7). Finally, global music concert watched was measured from never (1)
to several time per year (7).
Last, Cleveland (2006) suggested 70 sections for consumer behavior analysis. However,
implementing his suggestion would make questionnaire long and increase the fatigue of the
respondents that may affect the quality of the questionnaire itself. Thus, consumer behavior
elements were made simpler by only adapting to the Indonesian culture, which are: 1) Listen to
Western song, 2) Watch Western TV program, 3) Visit Western restaurant, 4) Watch Western
movies in cinema, 5) Purchase Western goods/merchandise, and 6) Watch Western concert.
3.2 Research Subject
The sample could be either male or female that live in big cities around Indonesia. These criteria
were created to adapt the target market chosen by companies related in the area of
consumption behavior that being researched.
A minimum of 349 respondents should be collected according to requirements determined;
population size greater than 1,000,000 with margin error of 5%. About 330 online
questionnaires were successfully acquired from the help of many related community and fan
base administrators. To be able to reach the minimum respondents, paper-based
questionnaires were spread to students in School of Business and Management, Institut
Teknologi Bandung. Of the 60 questionnaires spread, there were 42 questionnaires returned.
Meanwhile, 5 of them were considered unusable as some questions were found partially
completed. From the online and paper-based questionnaires, 367 questionnaires can be further
tested.
3.3 Data Analysis Technique
Having gathered data from questionnaires, SPSS was employed to analyze the data using
these following methods:
- Simple Linear Regression Analysis
Simple linear regression was used to see which factors affect which variables if it is
analyzed one by one (one dependent with one independent variable).
- Multiple Linear Regression Analysis
Multiple linear regression is used to predict values of one variable towards more other
variables.
4. Results
Looking the fact that most of questionnaires were filled by students, the overwhelming majority
of respondents were in the age of 19-22 years old (57%). About 4% of total respondents were in
between 27-30 years old. Most of them were female (71%). For the occupation, most of
respondents were university students (68%). Meanwhile, most of them spend approximately
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
below IDR 1 million per month (48%), and followed by the expense of 1 – 2 million per month
(35%).
4.1 Validity and Reliability
According to Bajpai, N. (2011), factor validation test can be continued if the sub variables have
KMO value which is between 0.5 and 1.0 and total variance explained is greater than 50%.
Cronbach‟s Alpa was used to measure the reliability (or the consistency) of the multiple Likert
questions in the questionnaire. According to Nunnally (1960), variable that generates Alpha >
60% indicates an appropriate level of internal consistency.
Table 3: Acculturation to Global Consumer Culture (AGCC) – Validity and Reliability Test
Sub
Variable
COS
GMM
Western
OPE
EXM
SIN
Indicators
Enjoy talking about events and trends
Like to observe people
Listen music from other countries
Regularly read events taking place in other
countries
Interested in learning more about people
Like to learn other ways of life
Favorite actors from Western
Often watch Western program
Enjoy watching Western movies
Like to read magazines about Western
celebrities
Enjoy listening popular music in Western
Enjoy visiting websites
Pay attention to the fashions
Think people my age are the same around the
world
Enjoy trying foreign food
Like to try restaurant that offer different culture
food
Open to try new things
Globalization is good
Foreign product advertising signs in my city
Common to see foreign products ads in local
media
Often see foreign product when watching TV
The number of foreign brands ads is higher
than the local one
Would like to work for a multinational
company
Found foreign product ads when reading
newspaper
Prefer spending vacation abroad
Have travelled extensively
Live in another culture one day
Visiting foreign countries is my favorite
Often think doing some travelling abroad
Family members live in another country
Factor
Loading
KMO
Total
Variance
Explained
(%)
Reliab
ility
New
Sub
Variable
Name
0.73
54.69
0.72
Culture
Learning
(CL)
0.86
70.11
0.91
-
0.6
59
0.65
Trying
Attitude
(TA)
59.25
0.72
Foreign Ads
Media
Exposure
(FAME)
50.11
0.79
-
0.76
0.72
0.78
0.76
0.83
0.79
0.61
-0.17
-0.45
0.79
0.75
0.45
-
0.79
*Notes: black boxes indicate that the indicator was decided to be removed, while those which do not generate
factor leading mean that they were not divided into two or more factors after the validation process.
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
A remedial action was required to the sub variables of COS, OPE, and EXM as they generated
variance extracted lower than 0.5 in order to increase the percentage of variance extracted.
Offending indicators were deleted in order to make the construct‟s sub variables valid. However,
some turned out still generating inappropriate total variance extracted, then it was decided to
delete another indicator from its group belonging by categorizing back the indicators based on
the intent of the statements, or in the terms of „words‟. As we were doing so, the name of the
sub variables was changed in order to be able to represent the revised indicators.
Table 4: Ethnic Identification (EID) – Validity and Reliability Test
Variable
EID
Sub Variable
DMC
SIP
LCHV
LMU
KMO
0.68
0.84
0.75
0.80
Total Variance Explained (%)
64.98
58.91
53.20
56.96
Reliability
0.72
0.85
0.70
0.85
From Table 4 above, we can infer that all sub variables from EID were valid and reliable.
4.2 The Influences within Variables
Direct Effect – Each Factor Partially
In the following table, we can see which factors affect which variables and also the value of
specific factors that influence dependent variable is also presented.
Table 5: Simple Linear Regression
Dependent Variables
Listen to Western
song
Watch Western TV
program
Visit
Western
restaurant
Watch
Western
movies in cinema
Purchase
Western
goods/merchandise
Watch
Western
music concert
AGCC
EID
Independe
nt
Variables
AGCC
EID
AGCC
EID
AGCC
EID
AGCC
EID
AGCC
EID
AGCC
EID
EID
AGCC
R
a
0.473
a
0.081
a
0.575
a
0.120
0.554
a
0.156
0.554
a
0.156
0.52
a
0.041
a
.244
a
0.004
0.251
0.251
R Squared
Adjusted R
Squared
0.223
0.007
0.33
0.014
0.307
0.024
0.307
0.024
0.27
0.002
0.06
0
0.063
0.063
0.220
0.004
0.327
0.011
0.305
0.021
0.305
0.021
0.267
-0.001
0.056
-0.003
0.059
0.059
Coefficient
Direct Effect
Beta
0.473
-0.081
0.575
-0.12
0.554
-0.156
0.554
-0.156
0.52
-0.041
0.244
0.004
-0.251
-0.251
t
8.326
-1.471
10.897
-2.191
10.342
-2.858
10.342
-2.858
9.448
-0.751
3.906
0.073
-4.023
-4.023
Sig
0.000
0.142
0.000
0.029
0.000
0.005
0.000
0.005
0.000
0.453
0.000
0.942
0.000
0.000
From simple linear regression, it can be inferred that almost all AGCC and EID were the
influencer of consumption behaviors.
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Direct Effect – Multiple Factor Together
The table below provides the effect from one dependent variable combined with AGCC and EID
at the same time.
Table 6: Multiple Linear Regression
Dependent Variables
Listen to Western
song
Watch Western TV
program
Visit
Western
restaurant
Watch
Western
movies in cinema
Purchase
Western
goods/merchandise
Watch Western music
concert
Independ
ent
Variables
AGCC
EID
AGCC
EID
AGCC
EID
AGCC
EID
AGCC
EID
AGCC
EID
R
R Squared
Adjusted R
Squared
0.475
0.225
0.219
0.582
0.339
0.334
0.568
0.323
0.317
0.452
0.205
0.198
0.52
0.271
0.264
0.247
0.061
0.053
Coefficient
Direct Effect
Beta
0.462
-0.044
0.550
-0.099
0.522
-0.129
0.453
0.001
0.524
0.018
0.254
0.041
t
7.863
-0.753
10.141
-1.826
9.516
-2.346
7.612
0.011
9.207
0.315
3.937
0.641
Sig
0.000
0.452
0.000
0.069
0.000
0.020
0.000
0.991
0.000
0.753
0.000
0.522
Raising the previous result, it can be seen that there are some independent variables that were
significant in simple linear regression yet turned out to be not significant in multi linear
regression, and vice versa. The analysis was further used to the one which generate higher
adjusted R squared as it shows a better model or higher accuracy.
The results among them are as the following:
- Both simple and multi linear regression shows that listening to Western song is
positively influenced by AGCC (sig=0.000, beta=0.473, adjusted R squared=0.220).
- Simple linear regression shows that watching Western TV program is positively
influenced by AGCC and negatively influenced by EID, while higher adjusted R squared
in multi linear regression shows that this behavior is only positively influenced by AGCC
(sig=0.000, beta=0.550, adjusted R squared=0.334).
- Both simple and multi linear regression shows that visiting Western restaurant is
positively influenced by AGCC (sig=0.000, beta=0.522, adjusted R squared=0.317) and
negatively influenced by EID (sig=0.020, beta=-0.129, adjusted R squared=0.317).
- Both simple and multi linear regression shows that watching Western movies in
cinema is positively influenced by AGCC (sig=0.000, beta=0.554, adjusted R
squared=0.305).
- Both simple and multi linear regression shows that purchasing Western
goods/merchandise is positively influenced by AGCC (sig=0.000, beta =0.520, adjusted
R squared=0.267).
- Both simple and multi linear regression shows that watching Western music concert is
positively influenced by AGCC (sig=0.000, beta=0.244, adjusted R squared=0.056).
- AGCC is negatively correlated each other with EID (sig= 0.000, beta= 0.251, adjusted R
squared=0.059).
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
4.3 Hypotheses Summary
Having analyzed the data, below is the summary of the hypotheses:
Table 7: Hypothesis Summary
Hypothe
sis
H1
H2
H3
Description
AGCC  EID (-)
AGCC

Western
consumption behaviors (+)
EID

Western
consumption behaviors (-)
culture
culture
Result
Finding
Supported
Significant negative correlation
Supported
Significant positive influence
Not supported
All Western culture consumption behaviors
had no significant relationship with EID
4.4 Proposed Model
Below is the proposed model between AGCC, EID, and consumption behaviors.
Listen to
Western song
Watch
Western TV
program
Dimensions of AGCC
-0.198**
AGCC
0.583***
Visit Western
restaurant
Watch
Western
movies in
cinema
EID
-0.123**
Dimensions of EID
Notes:
1. * indicates a significance level under 0.05
2. ** indicates a significance level under 0.01
3. *** indicates a significance level equals to 0.000
4. Black lines indicate positive influence, red lines indicate
negative influence
Purchase
Western goods
Watch
Western music
concert
Figure 1: Proposed
Model
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
5. Conclusion
It can be inferred that acculturation to global consumer culture (AGCC) was negatively correlated each
other with ethnic identification (EID). This result indicates that the higher people hold AGCC will
correspond to lower value of EID. If these two were associated with Western cultural
consumption behaviors, different results appeared between the analysis from simple and multi
linear regression. Therefore, the adjusted R squared from each method was compared as to
see which one is considered can give a more accurate prediction.
AGCC seemed to be a strong positive influencer for the frequency of all Western consumption
behaviors, which are the behavior of listening to Western songs, watching Western TV
programs, visiting Western restaurants, watching Western movies in cinema, purchasing
Western goods, and watching Western concert, by the mean that the increases in AGCC will
correspond to increases in frequency of consumption behaviors. However, there were no
behaviors having significant relationship with EID.
Looking first at the interaction of AGCC, EID, and Western consumption behaviors, all the
Western consumption behaviors can be categorized as “assimilation” according to Berry model,
which is when the behaviors relate to positive relation to AGCC and negatively/non-significantly
related to EID. This research can determine an appropriate marketing strategy for marketers
according to the dynamic impact of global cultural influence towards consumption behaviors.
Global marketers are suggested to apply “standardization” marketing strategy in which
consumers are categorized in the assimilation context. As targeted consumers and/or
customers in the assimilation model tend to acquire global culture, companies then can set
global standards for their products when it is marketed in Indonesia.
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