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The cultural identity dimensions of shopping environments : an analysis of French second-generation ethnic consumers' discourse about their shopping experience

Darpy, Denis; Silhouette-Dercourt, Virginie (2010), The cultural identity dimensions of shopping environments : an analysis of French second-generation ethnic consumers' discourse about their shopping experience, French – Austrian – German Workshop on Consumer Behaviour, 2010-09, Saarbrucken, Germany

Type
Communication / Conférence
Date
2010
Conference title
French – Austrian – German Workshop on Consumer Behaviour
Conference date
2010-09
Conference city
Saarbrucken
Conference country
Germany
Metadata
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Author(s)
Darpy, Denis
Dauphine Recherches en Management [DRM]
Silhouette-Dercourt, Virginie
Centre d'Economie de l'Université Paris Nord (ancienne affiliation) [CEPN]
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.
Subjects / Keywords
consumer behavior; store environment; identity; ethnicity
JEL
M31 - Marketing