Geography and Consumer Consumption: A Look at Canadian Tire in the GTA

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Geography and Consumer Consumption: A Look at Canadian Tire in the GTA
Introduction
The following paper is the outgrowth of an earlier two-page proposal that looked at Canadian Tire and at how it markets to Torontonians. The paper looks, in particular, at how Canadian Tire employs culturally-orientated marketing and consumer profiling. One of the things that will be of greatest interest to this writer – and which will be excavated at length in the work – is how national identity is culturally constructed within Canadian Tire’s marketing to Canadians and to Torontonians. As will become apparent, the retail giant has proved fairly adroit at constructing an image of itself as being the embodiment of Canadiana; in short, Canadian Tire has made...

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