The general purpose of this study was to determine if there were any significant differences in search behavior between Cubans and Puerto Ricans due to ethnic identification, purchasing involvement, and social class. The total sample consisted of 170 households, 81 Cubans and 89 Puerto Ricans. Five main instruments were used to discuss the research questions: Webster's (1992) search information questionnaire, Slama and Tashchian (1985) Purchasing Involvement Scale, Gaski and Etzel (1986) Index of Consumer Sentiment Toward Marketing, Valencia's Hispanicness Index (1985) and Hollingshead's Two Factor Index of Social Class Position (1965). To analyze the data ANOVA and MANOVA methods were used. / Both subgroups were classified as highly Hispanic, were more highly educated than previous findings had shown and belonged to the middle income class. No significant differences were found in the demographic characteristics or in the information sources of reference groups, store related sources, and miscellaneous readership. Reference groups was the most influential source, followed by store related sources, miscellaneous readership and advertising. Advertising was the only source of information that showed a significant difference. Newspapers were the most influential advertising source followed by television. Puerto Ricans were significantly more influenced than Cubans by newspapers and brochures, product labels and magazines, and by in-store coupon use. Family was the reference group of most influence followed by friends. Puerto Ricans were more influenced by Consumers Report and Cubans were more influenced by Yellow Pages. Window shopping was the store-related source considered the most influential followed by in-store point of purchase. / Puerto Ricans were significantly more involved in the purchasing process than Cubans. No significant differences were found in the personal appearance importance for either subgroups. Personal appearance was more important than fashion consciousness. The most informative activity was visits to clothing stores but no significant differences were found between the subgroups. Most of the sample did not read clothing magazines or catalogs. No significant differences were found in the subgroups' attitudes toward marketing practices. Quality of products was extremely important followed by price and selling conditions. / Source: Dissertation Abstracts International, Volume: 56-01, Section: A, page: 0278. / Major Professor: Mary Ann Moore. / Thesis (Ph.D.)--The Florida State University, 1994.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77334 |
| Contributors | Robles, Elizabeth., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 170 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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