http://www.dhruvgrewal.com/wp-content/uploads/2014/09/2009-JR-CB.pdf

Customer Experience Management in Retailing: Understanding the Buying Process

The hierarchical influence of personal values on mall shopping attitute and behavior

Marketing as a concept pays a great deal of attention to the individual market transactions, ignoring the impact of marketing practices on society at a macro level. The paper argues that, in a multicultural marketplace, marketers and consumers of different ethnic backgrounds co‐exist, interact and adapt to each other. In doing so, consumers act as skilled navigators who frequently engage in culture swapping to sample the many tastes, themes and sounds of different cultures. Marketing facilitates this culture swapping and contributes towards tolerance and acceptance of lifestyle among consumers. However, traditional racial or ethnic segmentation could become problematic due to the fact that consumers no longer conform either individually or as a group to any one specific segment or category. The paper is based on an ethnographic study of ethnic minority and mainstream consumers in the UK.

Marketing in a multicultural world: The interplay of marketing, ethnicity and consumption

A value‐attitude‐behaviour model was applied to investigate the roles of personal values in e‐shopping consumer behaviour. Structural equation modelling identified that personal values (self‐direction values, enjoyment values and self‐achievement values) were significantly related to positive attitudes toward e‐shopping. Individual attitudes toward e‐shopping were a direct predicator of e‐shopping behaviour and mediated the relationship between personal values and behaviour. This hierarchical relationship among personal values, attitudes and behaviour may be exploited by e‐tailers to position e‐shops and provide a persuasive means for e‐shoppers to satisfy their needs.

Personal values’ influence on e‐shopping attitude and behaviour

Ethnic entrepreneurship has become a popular concept in a modern multi–cultural society. This paper seeks to offer an overview of the potential of ethnic entrepreneurship for solving inter alia the structural unemployment problems of ethnic groups in cities. There is a general lack of empirical evidence on this issue in the current literature. The present paper aims to fill this gap by addressing in particular the critical success conditions for ethnic entrepreneurs. The focus of the research is on variations in success across three ethnic groups in the Amsterdam area. By means of structured personal interviews with many ethnic entrepreneurs, a systematic qualitative data base was created. The paper sets out to identify empirically the driving forces for business success, such as education or the role of informal networks. The explanatory framework deployed for the identification of these qualitative success factors for distinct ethnic groups is based on a particular, recently developed artificial intelligence method, viz. rough set analysis. This multidimensional classification approach appears to be able to identify various important factors for the motivation and performance of ethnic enterprises. Two major findings emerge from this investigation: (i) performance conditions vary across ethnic groups, and (ii) informal networks are crucial for business success.

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Joseph Cherian

Papers

Impact of strength of ethnic identification on Hispanic shopping behavior