Shopping behaviour and attribute evaluation of expatriates - a cross-cultural study

Abstract

This study explores how shopping centre attributes can be adapted to culture-related shopping behaviour of expatriates. The study is relevant since only limited information is available on consumer behaviour of this target group and since insight in the heterogeneity of consumer shopping behaviour has become increasingly important for the commercial success of shopping centres. Awareness of the effect of culture and ethnicity on consumer behaviour and the effectiveness of culture-based market segmentation are on-going relevant topics. The translation from such market segmentation strategies to the shopping environment, and especially the implications of cultural elements herein, has not yet been researched extensively. The results, based on an online survey among British, Japanese and American expatriates living in Amsterdam and Amstelveen (the Netherlands), point out how shopping centre attributes can be adapted to shopping behaviour related to cultural values. Important attributes are location and accessibility, retail mix, opening hours of stores, atmosphere and covered shopping. The results reflect a universal lifestyle among expats, while they also emphasize cultural differences. Adjustment of a shopping centre can take place on the level of the shopping centre, store and product assortment and demands a marketing strategy incorporating both lifestyle and ethnicity. Managerial implications for retailers, shopping centre developers and operators are discussed.