Abstract
The objective of the current research was to demonstrate hypothesized differences in the manner in which Hispanic-Cuban, Latin American, Puerto Rican, Irish, and Italian-American wives perceive consumer-related marital roles in the process of automobile purchase decision-making. Supporting two of the three hypotheses, the findings suggest that in Latin American, Irish and Italian households, husbands are the major influence in making specific purchase decisions. In contrast, Cuban and Puerto Rican American husbands and wives share equally in making most decisions. These findings present interesting and potentially valuable implications for marketers wishing to optimize their performance in an increasingly heterogeneous marketplace.
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