Store Patronage Behavior of Hispanic Versus Non-Hispanic Consumers: Comparative Analyses of Demographics, Psychographics, Store Attributes, and Information Sources

Abstract

Little research is available on higher income Hispanic consumers. Thus research was conducted to compare higher income Hispanic and non-Hispanic consumers' demographics, psychographics, perceived importance of store attributes, use of information sources, and store choice. Systematic random sampling identified 5,000 consumers to whom surveys were mailed; 513 non-Hispanic and 244 Hispanic higher income (2 $30,001) consumers returned usable surveys. Chi-square analysis revealed demographic differences between Hispanics and non-Hispanics. ANOVA indicated that Hispanic consumers were less likely to participate in cultural activities and be advice seekers but were more likely to be experimentalists and proeducators. Services, language, resource management, pricing, comfort, and selection were more important to Hispanics. MANO VA indicated overall differences in use of information sources. Hispanics purchased merchandise more often in secondhand stores and non-Hispanicsfromfamily-owned stores and catalogs. There were no differences in patronage of the remaining seven store types.