How is Customer Racial Profiling Experienced in Retail Stores in Sweden? : An explorative study based on customers' experiences

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

Author: Muhammad Talha Qadri; Adila Aadila; Shashank Shukla; [2022]

Keywords: Racial profiling; Customer racial profiling; racial profiling in retail stores structural inequalities; stereotype based on race; racial prejudice.;

Abstract: The purpose of this paper was to explore customer racial profiling in retail stores in Sweden. To accomplish the exploration, unstructured interviews were used in the paper to contain knowledge of customers' experiences in the retail store................................................................................................ likely to experience customer racial profiling in stores as compared to female customers. 

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