British Supermarkets and Multiculturalism in Consumer Food Shopping Behaviour

Abstract

The multicultural nature of UK society and how the supermarkets in the country meet the needs of the consumers from different countries present an interesting case. This case study explores the influence of culture as a dominant influence on the food purchase behaviour of various ethnic groups in the country. It shows the increasing relevance of this factor in the types of food that British dwellers buy and how they buy them. Moreover, it shows how British supermarkets are creating and delivering value to these societal members with reference to their cultural differences. It also discusses the relevance of subculture, enculturation, and acculturation in relation to food types that are bought by people in the UK. Overall, it extends the current knowledge on the significance of culture on consumer behaviour.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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