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. / <p>This bachelor thesis was conducted during the spring semester of 2022 at Linnaeus University in Växjö by marketing students Adila Aadila, MuhammadTalha Qadri, and Shashank Shukla. While conducting this research the authors had the opportunity to implement some of the knowledge gained throughout the three years of studying the marketing program. This thesis would not have been accomplished without the help of our informative and competent professors. We would like to show our gratitude to MichaelaSandell- our supervisor who has always been easy to reach when we needed help and provided us with valuable feedback during the process. We would also like to thank Åsa Devine- our examiner for her constructive feedback during the seminars. Last but not least we would like to thank Dan Halvarsson for helping us with the method chapter and all the opponent groups for their input and feedback during the seminars. </p>