Consumer Behavior Kaplan University

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Table 12.2 12.2.xlsx

Table 12.5 12.5.jpg

TABLE 12.3 Traditional Characteristics of the Hispanic American Market

Prefer well-known or familiar brands

Buy brands perceived to be more prestigious

Are fashion conscious

Historically prefer to shop at smaller personal stores

Buy brands advertised by their ethnic-group stores

Tend not to be impulse buyers (i.e., are deliberate)

Increasingly clipping and using cents-off coupons

Likely to buy what their parents bought

Prefer fresh to frozen or prepared items

Tend to be negative about marketing practices and government intervention in business

Table 12.4

TABLE 12.4 Ways in Which “Hispanic” Has Been Defined



Spanish surname

Not definitive; since a non-Hispanic person might have a Spanish surname, or a Hispanic person might have a non-Spanish surname.

Country of origin

The birthplace of persons born in the United States of Hispanic parents (e.g., of Puerto Rican parentage) would not reveal their Hispanic background.

Country of family ancestry

Includes those individuals who may not be Hispanic despite coming from a particular Spanish/Latin country (e.g., people of German parentage who may be brought up in a Latin country).

Spanish spoken at home

A significant minority of Hispanic households may speak English at home, yet consider themselves to be culturally Hispanic.


It is reasonable that if an adequate number of self-report choices are offered, a person might identify himself or herself as “Hispanic.”

Degree of identification

This measure captures the “degree” of personal identification as “Hispanic” and augments the self-identification measure.