Background: Despite the growing research on consumer behaviour among various consumer segments, refugees as a consumer segment remain understudied. Factors such as favourable immigration policies have resulted in Sweden's rising refugee population. This growing consumer segment encounters unique challenges linked to a multitude of factors. It is crucial to study these factors to understand the role it plays in shaping refugees' consumer behaviour. Understanding refugees' consumer behaviour is necessary to encourage social inclusion, aid in their economic integration, and direct marketing efforts. Purpose: This research study explores consumer behaviour and the acculturation process of refugees in Sweden. The purpose is to understand the influence of socio-cultural factors on refugees' consumer behavior and their acculturation process. It also investigates the external influences and their role in shaping refugees' consumer behaviour and acculturation. Method: This study follows a qualitative design whereby 12 interviews were conducted with refugees residing in Sweden. Given the research aims an exploratory design was deemed appropriate. The philosophical framework that guided the study was the interpretivism paradigm. The study is primarily based upon an inductive approach whereby the data collected was coded, analysed, and interpreted using thematic analysis. Conclusion: The results show that socio-cultural factors which include demographic variables (age, length of residence, education level), cultural values, ethnic identity, and language shape refugee consumer behavior and acculturation. The findings also show that external influences which include income, social media, peers, marketplace cultures, and laws &regulations play a role in the refugees' consumer behaviour. Younger, more educated refugees and those with longer residency integrate faster. Strong ethnic identity persists through consumption choices. Language proficiency is crucial to participate in the market effectively. Income constraints necessitate budget-conscious strategies, leading to social and economic exclusion. Social media and friend networks provide the necessary support to navigate the new market. Swedish laws and regulations and a cashless marketplace create barriers, emphasizing the need for economic integration strategies.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64882 |
| Date | January 2024 |
| Creators | Chebet, Treazer Yvonne, Ghazala, Bechir |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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