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

Virginie Silhouette-Dercourt, Christel de Lassus and Denis Darpy

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 6, 1059-1067

Abstract: 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.

Keywords: Ethnicity; Retail store; Greimasian semiotics; Second-generation; Cultural identity; Consumer behavior (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:6:p:1059-1067

DOI: 10.1016/j.jretconser.2014.06.011

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