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s='MsoNormal'> It is quite difficult to determine to what extent people change their cultural values and beliefs. It also involves a psychological process of how people perceive themselves in a society, how much they value their origin and how they can change their personality if they are exposed to a situation of stigma and prejudice. It is actually a difficult process once involves people therefore there is a subjective process which can vary from one person to another.

However, it is evident that people are influenced by their culture and to a certain extent they can change their values and beliefs depending on the circumstance and factors which will influence them. Moreover, acculturation actually involves a process of intergroup and intragroup interactions which reflects a multicultural exchange.

Marketers also are part of this process either using acculturation to analyze the consumer behavior of these subculture groups, identifying their wants and needs; or acting proactively trying to influence their cultural values and beliefs, but also being influenced by them to a certain extent.

It is important to emphasize that there is no magic recipe which defines consumer behavior. This is a difficult task which demands lot efforts from marketers and for which research represents a fundamental tool. Marketers actually need to evaluate to what extent ethnic minority groups may represent a niche market and therefore using acculturation process to define their consumer behavior may represent a differential.

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