P/M/379. Dissertation. Buying behaviour of the West Indian community in UK

The aim of the dissertation is to study buying behaviour of the West Indian ('Black') community in the UK. The objectives are to determine identity categories associated with West Indians and their age characteristics. The review of literature covers historical, cultural and ethnical issues of Indian identity integrating it with personality studies. The methodology is based on the quantifiable observations for statistical analysis and philosophical interpretive research method. A focus group and questionnaire are used to analyse the primary data. The findings reveal ethnical, personal and cultural characteristics relevant for identifying West Indians' consumer behaviour. The conclusions are made about the implications of this identity that need to be taken into account by the UK marketers.