کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1028969 | 942597 | 2014 | 9 صفحه PDF | دانلود رایگان |
• We examine cultural identity issues of second-generations consumers.
• We show that these cultural identity issues impact their shopping behaviors.
• Second generations map retailers according to cultural identity positions.
• Retailers must take these cultural identity issues in communication and merchandising.
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.
Journal: Journal of Retailing and Consumer Services - Volume 21, Issue 6, November 2014, Pages 1059–1067