Explored is how shopping centre attributes can be adapted to culture-relatedshopping behaviour of expatriates. While awareness of consumer ethnicity and effectivenessof culture-based market segmentation are on-going and relevant topicsin retailing, there is only limited information available on consumer behaviour ofexpats, as well as on the translation of market segmentation strategies to shoppingenvironment. An online survey among British, Japanese, and American expatriatesin the Amstelveen/Amsterdam region (the Netherlands) points out the importance ofboth lifestyle and ethnicity for the shopping behaviour. Managerial implications forretailers, shopping centre developers, and operators are also discussed.

This study explores how shopping centre attributes can be adapted to culture-related shopping behaviour of expatriates. The study is relevant since only limited information is available on consumer behaviour of this target group and since insight in the heterogeneity of consumer shopping behaviour has become increasingly important for the commercial success of shopping centres. Awareness of the effect of culture and ethnicity on consumer behaviour and the effectiveness of culture-based market segmentation are ongoing relevant topics. The translation from such market segmentation strategies to the shopping environment, and especially the implications of cultural elements herein, has not yet been researched extensively. The results, based on an online survey among British, Japanese and American expatriates living in Amsterdam and Amstelveen (the Netherlands), point out how shopping centre attributes can be adapted to shopping behaviour related to cultural values. Important attributes are location and accessibility, retail mix, opening hours of stores, atmosphere and covered shopping. The results reflect a universal lifestyle among expats, while they also emphasize cultural differences. Adjustment of a shopping centre can take place on the level of the shopping centre, store and product assortment and demands a marketing strategy incorporating both lifestyle and ethnicity. Managerial implications for retailers, shopping centre developers and operators are discussed.