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| Author: | Merrilees, B. Miller, D. McKenzie, B. |
| Title: | Cross-cultural retailing research: A comparison of shopping experiences in Estonia and Canada |
| Journal: | Journal of East-West Business
2001 : VOL. 7:1, p. 83-100 |
| Index terms: | Shopping Consumer behaviour Retailing Culture Estonia Baltic countries Canada |
| Language: | eng |
| Abstract: | Relatively little is known about consumer perceptions of retailers in Central and Eastern Europe. What store attributes do consumers in these markets emphasize? Do these attributes reflect the culture of the region? These questions are addressed in the case of Estonia. However the main objective of this study is to contrast the Estonian situation with that of a typical Western country, Canada. Two key shopping experience constructs are selected, namely merchandise selection and the interactivity between the store and the consumer. The main findings are that (1) both merchandise selection and store-customer interaction are valid constructs across both countries, (2) that the factor patterns have configural invariance or equivalence for each construct across the two cultures and (3) that the factor patterns do not have weak factor invariance across the cultures. In short, it is concluded that there are major differences in consumers discount store shopping experiences across the two cultures. |
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