Research in Brief: Characteristics of Mexican American Consumers

Three consumer variables suggested by the literature to be characteristic of United States Hispanics were investigated in four surveys of South Texas Mexican Americans. Evidence that Mexican Americans are more brand loyal than nonHispanics was weak, at best. Support was found for the hypothesis that...

Full description

Saved in:
Bibliographic Details
Published in:The Journal of consumer research 1985-06, Vol.12 (1), p.104
Main Authors: Saegert, Joel, Hoover, Robert J, MARYE THARP HILGER
Format: Article
Language:English
Subjects:
Brand loyalty
Brands
Consumer behavior
Consumers
Discriminant analysis
Hispanic Americans
Hypotheses
Marketing
Polls & surveys
Population
Questionnaires
Response rates
Variables
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Three consumer variables suggested by the literature to be characteristic of United States Hispanics were investigated in four surveys of South Texas Mexican Americans. Evidence that Mexican Americans are more brand loyal than nonHispanics was weak, at best. Support was found for the hypothesis that Mexican Americans prefer familiar stores and are more price conscious.
ISSN:0093-5301
1537-5277