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