Purpose
The goal of this study is to understand how cultural diversity affects consumers’ shopping experiences when they are international Nigerian students in a retail context. This understanding will be used to develop a conceptual framework and offer theoretical insights.
Methodology
This research uses semi-structured interviews as a primary collection method. The efficacy of this research is contingent upon the active participation of individuals who willingly partake in the study, as well as the establishment of a positive connection with them and the display of attentiveness to gain intellectual access to the information they provide. The data was obtained using audio recordings and will focus on instances of prejudice reported by respondents. These respondents, approximately 15 in number, self-identify as Nigerian students studying in Lincoln. The discrimination they experienced is specifically related to their cultural background and occurred during their shopping trips.
Findings
Based on the responses provided by the participants, most of them asserted that their buying decision-making at retail stores was influenced by cultural diversity. Individuals are inclined to engage in shopping activities at businesses that align with and represent their cultural background.
Research limitations
The restricted sample size of this research may restrict the generalizability of the findings. The scope of data collection was limited to the city of Lincoln, United Kingdom. International students were expecting to incentivised making the data collection difficult and slow.
Practical Implications/considerations
The research findings pertaining to Nigerian students in Lincoln have significant practical implications for several stakeholders, including brands, policymakers, and universities in Lincoln, the United Kingdom, and abroad. The acquired insights can assist brands in enhancing their comprehension and strategic positioning towards customers from diverse cultural backgrounds. Conducting research in a small city like Lincoln have practical advantages such as lower cost, easier access to participants and reduced competition for research resources.
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