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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
Titre du colloque
French – Austrian – German Workshop on Consumer Behaviour
Date du colloque
2010-09
Ville du colloque
Saarbrucken
Pays du colloque
Germany
Métadonnées
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Auteur(s)
Darpy, Denis
Dauphine Recherches en Management [DRM]
Silhouette-Dercourt, Virginie
Centre d'Economie de l'Université Paris Nord (ancienne affiliation) [CEPN]
Résumé (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.
Mots-clés
consumer behavior; store environment; identity; ethnicity
JEL
M31 - Marketing