Abstract
Although a number of studies designed to determine distinctive characteristics of Hispanic shoppers have recently been reported (e.g., Deshpande, Hoyer & Donthu, 1986; Saegert, Hoover & Hilger, 1985; Wilkes & Valencia, 1986), they have chiefly focused on consumption of nondurable products. It is certainly true that Hispanics must also be said to constitute an appreciable market for durable-goods products, and it would seem important to attempt to discover what characteristics distinguish Hispanics from non-Hispanics in durable goods purchasing. This study surveyed Hispanics who had recently purchased a new automobile, and asked questions concerning search behavior, expectations, make of car purchased, and satisfaction with the purchase. Earlier work has raised the issue of whether differences between Hispanics and non-Hispanics are attributable to socioeconomic factors rather than cultural differences. In this case, since Hispanics who can afford to purchase a new car have at least some purchasing power, such a study could point to true cultural characteristics of Hispanic buyers.
1The authors express thanks to Corpus Christi State Univ. for project support.
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References
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Saegert, J., Hoover, R.J., Hilger, M.T. (2015). A Study of Hispanic New Car Buyers1 . In: King, R. (eds) Minority Marketing: Issues and Prospects. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17392-4_15
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DOI: https://doi.org/10.1007/978-3-319-17392-4_15
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