IDEAS home Printed from https://ideas.repec.org/a/mig/tmjrnl/v4y2016i1p20-40.html
   My bibliography  Save this article

Transnational adaptation: changing determinants of grocery store choice of German consumers in London

Author

Listed:
  • Ines Oswald

    (Business consultant, Frankfurt, Germany and London, United Kingdom)

Abstract

This paper investigates grocery store selection among Germans in Greater London compared to native UK residents. Since consumers hold so much power, the grocery retail sector is highly competitive. Additionally, understanding consumer behaviour in urban areas with large numbers of foreign nationals is a complex matter. As internationalisation continues borders are becoming increasingly blurred. Therefore, it is crucial for managers of grocery stores to understand potential cultural differences in terms of store choice. The survey examined the changes, if any, in store choice determinants among Germans living in Greater London compared retrospectively to when they were living in Germany. To provide a comparison, a small group of native UK consumers were also surveyed. The resulting comparison revealed some significant differences and changes in grocery store selection over time. These findings are also likely to be useful for managers in the grocery retail sector when addressing the dynamic nature of transnational mobile and connected consumer markets.

Suggested Citation

  • Ines Oswald, 2016. "Transnational adaptation: changing determinants of grocery store choice of German consumers in London," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(1), pages 20-40, May.
    • Handle: RePEc:mig:tmjrnl:v:4:y:2016:i:1:p:20-40
    as

    Download full text from publisher

    File URL: https://journals.tplondon.com/index.php/tmj/article/view/401/394
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ibrahim Sirkeci, 2013. "Transnational Marketing and Transnational Consumers," SpringerBriefs in Business, Springer, edition 127, number 978-3-642-36775-5, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Evinc Dogan & Goran Petkovic, 2016. "Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(2), pages 84-99, October.
    2. Ibrahim Sirkeci & Fatma Zeren, 2018. "Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 6(2), pages 139-157, October.
    3. Nadine Waehning & Ibrahim Sirkeci & Stephan Dahl & Sinan Zeyneloglu, 2018. "CASE STUDY: Regional Cultural Differences Within and Across Four Western European Countries," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 6(1), pages 23-47, May.
    4. Jessica Lichy & Kevin Pon, 2013. "The role of (foreign?) culture on consumer buying behaviour: What changes when living abroad?," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 5-21, October.
    5. Ibrahim Sirkeci, 2016. "Transnational Döner Kebab taking over the UK," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(2), pages 143-158, October.
    6. Deniz Özalpman, 2017. "Transnational Viewers of Turkish Television Drama Series," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 5(1), pages 25-43, May.
    7. Omar Al Serhan & Elias Boukrami, 2015. "Mapping studies on consumer boycotting in international marketing," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(2), pages 130-151, October.
    8. Evinc Dogan & Ibrahim Sirkeci, 2013. "Vol 2013, No 1303 (2013): The impact of a mega-event on city branding: The European Capital of Culture 2010 and the image of Istanbul," Border Crossing, Transnational Press London, UK, vol. 2013(1303), pages 29-50, December.
    9. Mouillot, Philippe & Pupion, Pierre-Charles, 2017. "Ecosystem-based Artefacts as a Source of Loyalty at the French Valley of the Monkeys," Ecological Economics, Elsevier, vol. 141(C), pages 106-118.
    10. Evinc Dogan & Ibrahim Sirkeci, 2013. "Vol 2013, No 1303 (2013): The impact of a mega-event on city branding: The European Capital of Culture 2010 and the image of Istanbul," Border Crossing, Transnational Press London, UK, vol. 3(3), pages 29-50, July-Dece.
    11. Yagmur Ozyer & Basak Degerli & Alper Degerli & Ebru Gozukara, 2016. "Card usage by Turks when travelling abroad: shopping and Transnationalisation," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(1), pages 10-19, May.
    12. Silvia Dessì & Federica Caboni & Ernestina Giudici, 2013. "Case Study: The new territorial orientation of a transnational company: Italian pasta," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 72-83, October.
    13. Ibrahim Sirkeci & Anett Condick-Brough, 2016. "CASE STUDY: Ria Money Transfer: a transnational company for a transnational clientele," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(1), pages 41-58, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mig:tmjrnl:v:4:y:2016:i:1:p:20-40. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxbridge Publishing House (email available below). General contact details of provider: https://www.transnationalmarket.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.