Ethnic Markets Retail Shopping Cultural Aspects

             Although many in the United States are used to retail shopping,
             whether in malls or smaller, individual establishments, few are aware that
             the experience and cultural customs surrounding retail shopping in other
             parts of the world can be quite different. Two excellent examples that
             contrast sharply with the shopping culture found in the United States exist
             American shoppers are a pretty independent bunch. Except in the most
             exclusive or high-end retail shops (think Rodeo drive), most American
             shoppers prefer to be "left alone" to peruse their shopping choices in
             blissful privacy. Indeed, this reality is best represented in the mass-
             retail outlets most common in "middle-America," including the Wal-Marts,
             Targets, K-Marts and Costco's of the world. Here, the entire concept is
             independent shopping, free from the hovering "can I help you find something
             special'" questions that most annoy the American shopper. However, despite
             all of this culturally-inspired independence, the American shopper is also
             often left holding the bag for the "costs down" bottom line that is also
             characteristic of today's American retail—that is, left frustrated when he
             or she really does need help finding something in such an establishment's
             In Japan, the retail shopping milieu is markedly different. Take,
             for instance the average "department store" shopping experience, described
             by writer Mike Rogers in his article, "Let's Go Department Store Shopping
             In Japanese retail, service is definitely of high importance. In
             fact, as Rogers asserts in his article, it is so good that even the average
             American male shopper—representative of another American cultural reality,
             the overwhelming hatred of most American males of the shopping
             experience—will want to partake. Rogers writes, "Even now, after being
             here all these years, I am sometimes dumbfounded at the lengths sto...

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