Indian Food in the UK: Personal Values and Changing Patterns of Consumption

11 Pages Posted: 7 Jul 2004

See all articles by Helen White

Helen White

University of Birmingham - Birmingham Business School

Katerini Kokotsaki

University of Birmingham - Birmingham Business School

Abstract

This qualitative study examined the consumption of Indian foods among groups of English and Indian people living in the UK. Both convenience and freshly made Indian foods were included in the research. The aim was to explore attitudes (based on ethnicity) towards, and the consumption of, Indian foods. The means-end model and laddering methodology were used in interviews with 24 respondents, 12 from each group (English and Indians). The personal values 'social life', 'health', 'adventure', 'enjoyment' and 'savings' were found to be the most important for English respondents, whereas, 'enjoyment', 'good life', 'health', 'religion' and 'culture' were the most desirable value ends for Indians. The results provide an insight into English and Indian peoples' perceptions of Indian food that can be used in promotion and marketing positioning of branded Indian foods, sauces and accompaniments.

Keywords: Indian food, convenience food, supermarkets, means-end, laddering

Suggested Citation

White, Helen and Kokotsaki, Katerini, Indian Food in the UK: Personal Values and Changing Patterns of Consumption. International Journal of Consumer Studies, Vol. 28, No. 3, pp. 284-294, June 2004. Available at SSRN: https://ssrn.com/abstract=548051

Helen White (Contact Author)

University of Birmingham - Birmingham Business School ( email )

Edgbaston Park Road
Birmingham, B15 2TY
United Kingdom

Katerini Kokotsaki

University of Birmingham - Birmingham Business School

Winterbourne
Edgbaston, Birmingham B15 2TT
United Kingdom

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