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

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  • Silhouette-Dercourt, Virginie
  • de Lassus, Christel
  • Darpy, Denis

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.

Suggested Citation

  • Silhouette-Dercourt, Virginie & de Lassus, Christel & Darpy, Denis, 2014. "How second-generation consumers choose where to shop: A cross-cultural semiotic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1059-1067.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:1059-1067
    DOI: 10.1016/j.jretconser.2014.06.011
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    1. Kessous, Aurélie & Boncori, Anne-Laure & Paché, Gilles, 2016. "Are consumers sensitive to large retailers' sustainable practices? A semiotic analysis in the French context," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 117-130.
    2. Jones, Robert Paul & Camp, Kerri M. & Runyan, Rodney C., 2018. "Exploring the impact of shopper ethnicity through the path-to-purchase framework," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 152-162.

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