How second-generation consumers choose where to shop: A cross-cultural semiotic analysis

Silhouette-Dercourt, Virginie; De Lassus, Christel; Darpy, Denis

Silhouette-Dercourt, Virginie; De Lassus, Christel; Darpy, Denis (2014), How second-generation consumers choose where to shop: A cross-cultural semiotic analysis, Journal of Retailing and Consumer Services, 21, 6, p. 1059–1067. http://dx.doi.org/10.1016/j.jretconser.2014.06.011

Type

Article accepté pour publication ou publié

Date

2014-11

Journal name

Journal of Retailing and Consumer Services

Volume

Number

Publisher

Elsevier

Pages

1059–1067

Abstract (EN)

Using ethnographic interviews and Greimasian semiotics, this study explores second-generation ethnic consumers’ perceptions of physical shopping environments from a cultural identity perspective. It reveals how second-generation ethnic consumers make decisions about where to shop for cosmetics. The key results reveal the identity dimensions of shopping behaviour that retail stores wanting to target second-generation ethnic consumers must take into consideration.

Subjects / Keywords

Sémiotique Greimassienne; Magasins; Enfants d'immigrés; Ethnicité; Identité culturelle; Comportement des consommateurs; Ethnicity; Retail store; Greimasian semiotics; Second-generation; Cultural identity; Consumer behavior

JEL

D11 - Consumer Economics: Theory
D12 - Consumer Economics: Empirical Analysis
L81 - Retail and Wholesale Trade; e-Commerce
M31 - Marketing