Assimilation and integration are same concepts as they both refer to the situations where immigrant consumers or a group relinquishes their cultural identity over time and moves into the larger society.

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Assimilation involves immigrants or a group relinquishing their original culture and fully adopting the culture of the larger society, while integration suggests immigrants or a group maintain their cultural identity while also adopting aspects of the larger society, allowing for a blend of cultures.

Assimilation and Integration Are Same Concepts as They Both Refer