Open AccessA Cross-Cultural Comparison of Expatriates' Shopping Behavior
Author(s) -
GJ Geri Wijnen,
Astrid Kemperman,
II Ingrid Janssen
Publication year - 1970
Publication title -
journal of business strategies
Language(s) - English
Resource type - Journals
eISSN - 2162-6901
pISSN - 0887-2058
DOI - 10.54155/jbs.29.2.125-156
Subject(s) - ethnic group , market segmentation , marketing , business , segmentation , consumer behaviour , advertising , sociology , computer science , artificial intelligence , anthropology
Explored is how shopping centre attributes can be adapted to culture-relatedshopping behaviour of expatriates. While awareness of consumer ethnicity and effectivenessof culture-based market segmentation are on-going and relevant topicsin retailing, there is only limited information available on consumer behaviour ofexpats, as well as on the translation of market segmentation strategies to shoppingenvironment. An online survey among British, Japanese, and American expatriatesin the Amstelveen/Amsterdam region (the Netherlands) points out the importance ofboth lifestyle and ethnicity for the shopping behaviour. Managerial implications forretailers, shopping centre developers, and operators are also discussed.