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

Virginie Silhouette-Dercourt, Christel de Lassus () and Denis Darpy ()
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Christel de Lassus: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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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: 2014-11
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Citations: View citations in EconPapers (2)

Published in Journal of retailing and consumer services, 2014, 21 (6)

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01366379

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