Acculturation Readers are referred to http://
hdl.handle.net/2429/43991 for details regarding the
scale created to measure acculturation in our sample
(also see Arthur, 2013). Scores could range from 0 (least
acculturated) to 1.0 (most acculturated). As shown in
Figure 2, all market segments scored on the lower end of
the acculturation scale, suggesting that Chinese Canadians
tend to retain their Chinese culture. Enthusiasts
had the lowest acculturation scores. Salted egg Enthusiasts’
mean acculturation score of 0.28 ± 0.01 is lower
than the Health Skeptics’ score of 0.36 ± 0.02, and the
preserved egg Enthusiasts’ mean acculturation score of
.26 ± 0.02 is lower than all other preserved duck egg
market segments.
Acculturation is negatively associated with the purchase
of duck egg products (Arthur, 2013). The low
acculturation score of Enthusiasts is therefore not surprising.
The significantly higher acculturation score of
Health Skeptics suggests that as Chinese Canadians
become more acculturated to the wider Canadian society,
they begin to have concerns about the health
and safety of these traditional salted duck eggs. Marketing
strategies should therefore take into account different levels of acculturation in target segments. Acculturation
over time may diminish the market for duck
egg products in Metro Vancouver, however the greatest
number of immigrants to Canada come from mainland
China, The Special Administrative Region of Hong
Kong, and Taiwan, with 269,659 welcomed between
2006 and 2013 (Citizenship and Immigration Canada,
2014). Less acculturated immigrants should have a positive
effect on the demand for duck egg products.