Hispanic versus Anglo male dominance in purchase decisions

Abstract

PurposeAims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint.Design/methodology/approachA telephone survey was conducted to determine the extent to which husbands influenced the purchase of household paint. Hispanic and Anglo responses were compared. Additional data were collected to determine the level of acculturation of the consumer.FindingsThe findings indicate no difference between Hispanic and Anglo patterns. There was also no difference between Hispanics high in acculturation (HHIA) and Hispanics low in acculturation (HLIA) in male dominance of purchase decisions.Research limitations/implicationsOne of the limitations of the study deals with the newest immigrants. Those Hispanics who have recently immigrated may not have an established address or telephone number, so this group may not be adequately represented.Practical implicationsIn determining influence for paint‐related products, gender may be a better segmentation factor than level of acculturation.Originality/valueThe results of this study are contrary to prior research. Perhaps, as suggested by Belch and Willis, men are losing their influence in purchase decisions owing to the internal changes that have occurred over time in US families. A strong contribution that this study makes to the current consumer acculturation research is that one should not make general statements about Hispanics and the acculturation process.