Inside the mind of the ethnic consumer

Inside the cloth grocery bags neatly tucked in the back seat of Bonnie Lee’s* car, Quaker Oats hot cereal, Kellogg’s Frosted Flakes and Catelli pasta sit next to dried mushrooms, rice noodles and dried tofu. To buy these items, Lee’s already gone to two stores (No Frills and T&T) near her home in the Toronto suburb of Mississauga.

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