The cultural identity dimensions of shopping environments : an analysis of French second-generation ethnic consumers' discourse about their shopping experience
Date
2010
Dewey
Marketing
Sujet
consumer behavior; store environment; identity; ethnicity
JEL code
M.M3.M31
Conference name
French – Austrian – German Workshop on Consumer Behaviour
1058 Centre d'Economie de l'Université Paris Nord (ancienne affiliation) [CEPN]
Type
Communication / Conférence
Abstract (EN)
This communication explores consumers' perception of shopping environments from a cultural identity perspective. French second-generation ethnic consumers' discourse about their cosmetic shopping and consumption styles is analyzed. This enables us to understand that shopping environments are organized according to cultural identity dimensions. Retail stores willing to target ethnic consumers must take into consideration these identity dimensions of their behaviors.
