The effects of acculturation are explored by dividing the
sample of Chinese-Australian respondents using a median
split based on the number of years that respondents have lived
in Australia and, in a separate analysis, based on whether the
respondent was born in Australia or overseas. These two splits
are seen as different ways to examine the same underlying
dimension of acculturation (Quester et al., 2001).
The four groups were analysed using logistic regression
(Table VIII). The results are fairly consistent across all
groups. First, all the models had relatively poor fit, as shown
by the small reductions in the 22 log likelihood value and the
low R2 values. Second, the model coefficients were
insignificant for all groups, except the negative relationship
with promotion type.
The choice share results for the four groups are shown in
Table IX. These results are consistent with those reported for Chinese-Australians in the earlier analyses (Tables V and VII).
Firstly, the choice for monetary promotions was found to
dominate non-monetary promotions. Second, hedonic
products were found to be associated with monetary
promotions. The results were consistent across all groups,
and no significant difference in choice shares was observed,
suggesting that acculturation does not have an impact on the
findings of this study.