AKULTURACJA A ZACHOWANIA KONSUMENTÓW – OBSZARY I WYZWANIA BADAWCZE
ACCULTURATION VS. BEHAVIOUR OF CONSUMERS – RESEARCH AREAS AND CHALLENGES

Summary/Abstract: In the era of globalisation and intensifying integration processes, a phenomenon of overlapping different cultures – acculturation – is being observed. Acculturation affects all market entities including consumers who find themselves in new culture conditions. The article aims at presenting the scope of economic research that can be undertaken in the context of acculturation, and at pointing to sources of primary and secondary information that might be used in examining purchase related behaviour of consumers subject to acculturation. Additionally, experience of the author of the project is discussed along with the most important conclusions that result from the international research.

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