Time and companionship: key factors in Hispanic shopping behavior
- 1 June 1997
- journal article
- Published by Emerald in Journal of Consumer Marketing
- Vol. 14 (3), 194-205
- https://doi.org/10.1108/07363769710166783
Abstract
Examines the situational dimensions affecting purchasing behavior of Hispanic customers in a mall at some distance from their neighborhoods. The Hispanic shopper (which would also include a large segment of immigrants) makes the (shopping) trip worthwhile by travelling with companions, consummating a purchase while at the mall, and buying food or beverage during the visit. The Hispanic shopper also spends more time at the mall and visits more stores while there. This is an example of how marketers have become increasingly interested in the extent to which situational factors influence immigrants’ purchase behavior.Keywords
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