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Characteristics of Mexican American Consumers

Characteristics of Mexican American Consumers Abstract Three consumer variables suggested by the literature to be characteristic of United States Hispanics were investigated in four surveys of South Texas Mexican Americans. Evidence that Mexican Americans are more brand loyal than non-Hispanics was weak, at best. Support was found for the hypothesis that Mexican Americans prefer familiar stores and are more price conscious. This content is only available as a PDF. Author notes * Joel Saegert and Marye Tharp Hilger are Associate Professors of Marketing at The University of Texas, San Antonio, TX 78285. Robert J. Hoover is Associate Professor of Marketing at Corpus Christi State University, Corpus Christi, TX 78412. The authors gratefully acknowledge the research assistance of Rosemary Butschek, Ernest Bromley, and Beverly Collins. Partial support for Surveys I and III was provided by Corpus Christi State University; data for Survey II was collected through the generous cooperation of Quick Test Opinion Center of San Antonio. © 1985 Journal of Consumer Research, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Characteristics of Mexican American Consumers

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References (7)

Publisher
Oxford University Press
Copyright
© 1985 Journal of Consumer Research, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209040
Publisher site
See Article on Publisher Site

Abstract

Abstract Three consumer variables suggested by the literature to be characteristic of United States Hispanics were investigated in four surveys of South Texas Mexican Americans. Evidence that Mexican Americans are more brand loyal than non-Hispanics was weak, at best. Support was found for the hypothesis that Mexican Americans prefer familiar stores and are more price conscious. This content is only available as a PDF. Author notes * Joel Saegert and Marye Tharp Hilger are Associate Professors of Marketing at The University of Texas, San Antonio, TX 78285. Robert J. Hoover is Associate Professor of Marketing at Corpus Christi State University, Corpus Christi, TX 78412. The authors gratefully acknowledge the research assistance of Rosemary Butschek, Ernest Bromley, and Beverly Collins. Partial support for Surveys I and III was provided by Corpus Christi State University; data for Survey II was collected through the generous cooperation of Quick Test Opinion Center of San Antonio. © 1985 Journal of Consumer Research, Inc.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 1985

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