The role of culture and purchasing power parity in shaping mall-shoppers’ profiles

Global mall managers and retailers need to recognize and address variations among groups of shoppers, particularly how they vary between countries, to optimize their global operations. Despite many international mall-shopper studies, only few have compared countries using uniform constructs and descriptors. The present study sought to compare shopper segments from four countries––England, France, Ghana, and Morocco––to examine the impact of...