An investigation of Chinese immigrant consumer behaviour in Toronto, Canada

Abstract

Immigrant consumer behaviour is a topic of burgeoning interest to academics, planners, and marketers because of the importance of consumption in an urban economy, the growing ethnic diversity in metropolitan areas, and the rise of urban and suburban ethnic business activities. This paper examines middle-class Chinese immigrants’ preferences between the mainstream economy and the Chinese ethnic economy that comprises businesses owned and operated by Chinese immigrants. In situations where Chinese businesses and mainstream businesses carry a similar product mix and offer competing services, the consumption pattern of Chinese immigrants reflects a preference between the two economies. The study reveals a dynamic picture of Chinese immigrants’ consumer behaviour, with preferences ranging from a high concentration of patronage for Chinese travel agencies to a mix of visits to both Chinese and mainstream supermarkets. Logistic regression models reveal that ethnic identification is the most important factor in the choice of shopping venues although individual characteristics, the spatial structure of supply, and store attributes also play a role. The study yields important theoretical, planning, and managerial implications.