Mr

Abstract Although acculturation studies have vastly been conducted in the United States, there has been little research work conducted in other cultural societies such as the United Kingdom. Previous works on acculturation have also not exhaustively looked at how immigrant groups are influenced in their consumption patterns by a sub-cultural group with most works focusing on the dominant and the original culture perspectives. In response, this study examines the role and influence of the Black British as a sub-cultural group living in the United Kingdom and how this group influences the consumption practises of Kenyan immigrants. Findings reveal that Kenyan immigrants consumption practises are not directly influenced by the Black British sub culture and these findings are in stark contrast to a similar study carried out in the United states that established that Kenyan immigrants need to acculturate to the African American sub cultural group in order to access basic consumption services such as Hair care, Night club entertainment and Church services. This study consists of three major parts. The first part (Chapter 2, 3 and 4) introduces the literature review starting with a discussion of the consumer acculturation; it then goes on to focus on the Kenyan immigrants in the U.K and the Black British sub-cultural group. This is followed by a thorough assessment of the critical incident technique of data collection and the progressive learning mode. The second part deals with the research methodology. The researcher adopts Creswell’s (2003) phases of qualitative research in order to exhaustively cover this chapter. The third part presents the analysis and interpretation and on completion of the data analysis, this part summarizes this study and integrates all key research findings to generate research conclusions. Contributions are highlighted; managerial implications discussed, last but not least, the limitations and future research direction pinpointed