2018
DOI: 10.23860/mgdr-2018-03-02-02
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Developing Shopping Abilities to Empower: An Ethnography of Moroccan Women in Supermarkets

Abstract: This article examines the specific abilities that Moroccan women develop as they start to participate in household provisioning, a traditional male task in Arab contexts. The findings of an ethnographic study in Casablanca, Morocco, suggest that women's abilities to shop in supermarkets increase their power in their families and communities. This article furthers understanding of consumers' vulnerability and adds to knowledge on global/local dynamics.

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Cited by 1 publication
(1 citation statement)
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“…51,52 In most of asylum seekers' home countries, shopping for food still tends to take place in local markets. 53,54 In this context, the shopping skills needed implies being able to recognize the quality of products by smell and taste, being flexible in order to adapt food purchase to seasonal offerings, and being able to negotiate a good price. 50 Shopping for food tends to be characterized by local contact with the retailer and is usually part of everyday social activity.…”
Section: Discussionmentioning
confidence: 99%
“…51,52 In most of asylum seekers' home countries, shopping for food still tends to take place in local markets. 53,54 In this context, the shopping skills needed implies being able to recognize the quality of products by smell and taste, being flexible in order to adapt food purchase to seasonal offerings, and being able to negotiate a good price. 50 Shopping for food tends to be characterized by local contact with the retailer and is usually part of everyday social activity.…”
Section: Discussionmentioning
confidence: 99%