The population percentage, population growth, buying power, and geographic concentration of Hispanic-Americans in the United States is causing marketers and retailers to carefully examine this market segment. Through a better understanding of Hispanic-American consumers, marketers and retailers will be more capable of meeting their wants and needs. Tailoring marketing promotions and strategies can help a company more effectively reach the Hispanic-American market. This study compared Hispanic-Americans and Anglo-Americans in their general shopping characteristics, responses to excitement in the mall, consumption patterns, and repatronage intention. A total of seven hypotheses were developed, all of which were either supported or partially supported.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc3213 |
| Date | 08 1900 |
| Creators | Sanchez, Marissa R. |
| Contributors | Kim, Youn-Kyung, Pelton, Lou E., Sullivan, Pauline |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Copyright, Sanchez, Marissa R., Copyright is held by the author, unless otherwise noted. All rights reserved. |
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