Transnational adaptation: changing determinants of grocery store choice of German consumers in London

Ines Oswald ()
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Ines Oswald: Business consultant, Frankfurt, Germany and London, United Kingdom

Transnational Marketing Journal, 2016, vol. 4, issue 1, 20-40

Abstract: This paper investigates grocery store selection among Germans in Greater London compared to native UK residents. Since consumers hold so much power, the grocery retail sector is highly competitive. Additionally, understanding consumer behaviour in urban areas with large numbers of foreign nationals is a complex matter. As internationalisation continues borders are becoming increasingly blurred. Therefore, it is crucial for managers of grocery stores to understand potential cultural differences in terms of store choice. The survey examined the changes, if any, in store choice determinants among Germans living in Greater London compared retrospectively to when they were living in Germany. To provide a comparison, a small group of native UK consumers were also surveyed. The resulting comparison revealed some significant differences and changes in grocery store selection over time. These findings are also likely to be useful for managers in the grocery retail sector when addressing the dynamic nature of transnational mobile and connected consumer markets.

Keywords: German consumers in London; movement; mobile consumers; store choice; transnational mobiles (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:4:y:2016:i:1:p:20-40

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