Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD adopt mainstream culture models (Pires et al., 2006). So, as people tend to be heterogeneous in their reactions to marketing stimuli when considered from their basic characteristics such as age, income, gender, ethnicity, marital status and many other factors, it will be theoretically and managerially beneficial to explore how Black African women in London would react to clothing in this new environment when compared to those they were familiar with in their country of origin. This is especially relevant as Rajagopalan and Heitmeyer’s (2005) findings in a study show that Christians were more acculturated than those respondents who practiced Hindu. Also, based on their findings, Kwak and Sojka (2010) argue that immigrants with a high degree of ethnic identification and high income, and are younger in age are more likely to buy high-priced prestige brands. This emphasizes how intriguing acculturation as a subject could be if considered from a broader perspective. Immigrants are usually inundated with a myriad of choices on clothing in their host environment and often resolve these consumption choices in various forms. For example, it has been suggested that immigrants may find the purchase and consumption of prestige brands to be a way of establishing themselves in a new culture (Kwak and Sojka, 2010). This is closely linked to the claim of Chattaraman and Lennon (2008) that dress could visually indicate the subcultural ethnic affiliation of the user or on the other hand integrate the person to the mainstream society. To be specific, Majima (2008) indicates that the UK fashion market is widening and the development has led to more fashion competition among women as they demand for differentiation and quicker change of variety. Given these views about the diversity which exist concerning this phenomenon, it is important to acknowledge that complacency about the existing knowledge on clothing consumption and women without considering ethnicity of such consumers will offer very limited understanding and leave readers with several unanswered questions. Methodology In consistency with the objective of this study, the chosen paradigm for this research is Phenomenology, while the strategy is qualitative, and the epistemological assumption is that the subject matter in social sciences are dissimilar from what holds in the natural sciences, so the social world will require a different logic of research procedure that takes the differences into consideration (Taylor and Bodgan, 1984; Bryman, 2001). According to Collis and Hussey (2003) this approach provides for understanding human behaviour from their own frame of reference. Since collecting data qualitative could be done through several ways, in-depth interview was chosen for the study as it is a versatile way of collecting data (Welman, et al., 2005), and suitable for gaining valuable insights into the logic, sentiments and emotional reactions beneath the surface of information from the respondents(Hill and Wright, 2001). Hence, a total of 20 in-depth interviews were conducted with Black African Women resident in London who were recruited through the use of snowballing and purposive sampling method. The respondents aged between 20 and 50, and while four of them are single, the remaining 16 are married. The adequacy of the data collected was determined with the theory of theoretical saturation which is the stage when no new idea was forthcoming with the inclusion of additional interview (Glaser and Straus, 1967; Strauss and Corbin, 1998; Locke, 2001, Goulding, 2005). As expected in a study of this nature, all necessary ethical issues were noted and adhered to during the study. Observing the necessary ethical guidelines is a fundamental issue when studying other people, especially when using qualitative studies (Malhotra and Peterson, 2001; Bulmer, 2003). The basic ethical issues in research have been identified as issues of confidentiality, informed consent, right to privacy, and protection from harm (Fontana and Frey, 1998; Ali and Kelly, 2004). Apart from explaining the objective of the research to all the participants at the beginning of each of the interview, they were all promised anonymity about the information provided. Also, all required efforts to keep participants save during the interview were applied. This is consistent with the view of Easterby-Smith et al. (2010: 166) who contend that ‘The most important thing to keep in mind is that under no circumstances should the researcher bring harm to the people he or she is researching’. 658
Figure 1: Components of Data Analysis: Interactive Model Challenges in the Era of Globalization Edited by Emmanuel Obuah The analysis of the data was done in consistency with the principle of qualitative thematic analysis (Miles and Huberman, 1994) which involved a combination of data reduction, data display, and conclusion drawing and verification. Several coding were done, and the data display for the study involved producing charts, tables, and networks in order to be able to make sense of the data and the emergent themes. From these, relevant conclusions were made and the findings are reported below in the next segment titled summary of findings. Summary of Findings Data collection Source: Milse and Huberman (1994: p.12) Data reduction Data display Conclusions: drawing/verifying Essentially, the basic interrelated themes that emerged from this study based on convergence of views among the respondents are weather condition, social factors, religion, and personal factors as major influences on acculturation of Black African Women and their use of clothing in London. They are now presented in turn. Whether condition A very popular theme that evolved from this study is the weather condition. The study indicates that the difference in the weather conditions between the home and host countries of the respondents has a considerable role in their acculturation for clothing in the UK. Essentially, findings show that most of the respondents were compelled to change their mode of dressing in one form or another in order to be comfortable in the new environment. As indicated by the respondents, much as they would love to use the clothing from their home countries to communicate their cultural values and peculiarities, the freezing condition in London constrains this intention and makes it impracticable in most cases. Hence, their 659
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Figure 1: Lagos off shore survey po
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Variable Coefficient Std. Error t-S
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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Defining the Organisational Culture
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Table 1: A Summary of Operating Ban
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Discussion and Conclusion Challenge
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Abstract What does Globalization me
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Convenient location of banks Challe
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Banks in Ghana Challenges in the Er
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Challenges in the Era of Globalization - iaabd

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