A Comparison of Mall Shopping Behavior Between

8/12/2019 A Comparison of Mall Shopping Behavior Between

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A COMPARISON OF MALL SHOPPING BEHAVIOR BETWEEN

HISPANIC-AMERICANS AND ANGLO-AMERICANS Marissa R.

Sanchez B.S.

Thesis Pre!are" #$r %he De&ree $#

MASTER OF SCIENCE

'NIVERSIT( OF NORTH TE)AS

A*&*s% +,,+

APPROVED

($*n-/*n& i0 Ma1$r Pr$#ess$rL$* Pe2%$n Min$r Pr$#ess$r Pa*2ine S*22i3an C$00i%%ee Me0 4er 5*"i%h F$rne/ Dean $# %he Sch$$2 $# Merchan"isin& an"

H$s!i%a2i%/ Mana&e0en%C. Nea2 Ta%e Dean $# %he R$4er% B. T$*2$*se Sch$$2 $#

Gra"*a%e S%*"ies



Sanchez Marissa R. A C$ 0 !aris$n $# Ma22 Sh$!!in& Beha3i$r Be%6een

His!anic- A0 ericans an" An&2$-A0ericans. Mas%er $# Science 7In"*s%ria28Technica2

Merchan"isin& an" Fa4ric Ana2/%ics9 A*&*s% +,,+ :; !!. <+ %a42es + #i&*res

re#erences ;: %i%2es.

The !$!*2a%i$n !ercen%a&e !$!*2a%i$n &r$6%h 4*/in& !$6er an" &e$&ra!hic

c$ncen%ra%i$n $# His!anic-A0ericans in %he 'ni%e" S%a%es is ca*sin& 0ar=e%ers an"

re%ai2ers %$ care#*22/ e>a0ine %his 0ar=e% se&0en%. Thr$*&h a 4e%%er *n"ers%an"in& $#

His!anic-A0erican c$ns*0ers 0ar=e%ers an" re%ai2ers 6i22 4e 0$re ca!a42e $# 0ee%in&

%heir 6an%s an" nee"s. Tai2$rin& 0ar=e%in& !r$0$%i$ns an" s%ra%e&ies can he2! a c$0!an/

0$re e##ec%i3e2/ reach %he His!anic-A0erican 0ar=e%.

This s%*"/ c$0!are" His!anic-A0ericans an" An&2$-A0ericans in %heir &enera2

sh$!!in& charac%eris%ics res!$nses %$ e>ci%e0en% in %he 0a22 c$ns*0!%i$n !a%%erns an"

re!a%r$na&e in%en%i$n. A %$%a2 $# se3en h/!$%heses 6ere "e3e2$!e" a22 $# 6hich 6ere

ei%her s*!!$r%e" $r !ar%ia22/ s*!!$r%e".



ii

C$!/ri&h% +,,+

4/

Marissa R. Sanchez



iii

ACNOWLEDGMENTS

Man/ %han=s are &i3en %$ a n*04er $# !e$!2e 6h$ he2!e" 0a=e %his s%*"/

!$ssi42e. Firs% I 6$*2" 2i=e %$ %han= 0/ 0a1$r !r$#ess$r Dr. ($*n-/*n& i0 #$r a22

her he2! an" "irec%i$n %hr$*&h$*% %he en%ire !r$cess. A2s$ %han=s %$ Dr. Pa*2ine S*22i3an

an" Dr. L$* Pe2%$n #$r ser3in& $n 0/ %hesis c$00i%%ee.

I 6$*2" a2s$ 2i=e %$ %han= 0/ en%ire #a0i2/ #$r ha3in& sha!e" 0e in%$ %he !ers$n I

a0 %$"a/. I a0 e%erna22/ &ra%e#*2 %$ 0/ !aren%s 5*an an" Maria L*isa Sanchez 6h$

%hr$*&h %heir c$ns%an% s*!!$r% ha3e 2e" 0e %$ 6here I a0 %$"a/.

Fina22/ I %han= G$" #$r !2acin& s$ 0an/ 6$n"er#*2 !e$!2e in 0/ 2i#e an" #$r

&i3in& 0e %he s%ren&%h an" "e%er0ina%i$n %$ a26a/s ai0 #$r 6ha% I 6an%e".



i3

TABLE OF CONTENTS

Pa&e

ACNOWLEDGMENTS ............................................................................................... iii

LIST OF TABLES ........................................................................................................... 3

LIST OF ILL'STRATIONS ........................................................................................... 3i

Cha!%er

<. INTROD'CTION ......................................................................................... ?

S%a%e0en% $# %he Pr$42e0Ra%i$na2eP*r!$se $# %he S%*"/Ass*0!%i$nsLi0i%a%i$nsO!era%i$na2 De#ini%i$ns

+. REVIEW OF LITERAT'RE ........................................................................ <@

;. METHODOLOG( ........................................................................................ +

. RES'LTS ...................................................................................................... ;

@. S'MMAR( CONCL'SIONS IMPLICATIONS ANDRECOMMENDATIONS ............................................................................... @<

APPENDI)...................................................................................................................... @:

REFERENCE LIST ......................................................................................................... :,



3i

LIST OF FIG'RES

Fi&*re Pa&e

<. The Research M$"e2 ..................................................................................................?;

+. The Re3ise" Research M$"e2 ....................................................................................?



?

CHAPTER <

INTROD'CTION

S%a%e0en% $# Pr$42e0

I% has 4een ar&*e" %ha% in %he 'ni%e" S%a%es %here are %$$ 0an/ re%ai2ers an" s%$res

#$r c$ns*0ers %$ ch$$se #r$0. I% 6as $n2/ a4$*% a "eca"e a&$ %ha% %he a0$*n% $# re%ai2

s!ace a3ai2a42e in %he 'ni%e" S%a%es 2in&ere" a% a4$*% <, s*are #ee% !er !ers$n. B/ <?

%ha% n*04er a20$s% "$*42e" %$ < s*are #ee% $# re%ai2 s!ace !er !ers$n. The e>%ensi3e

n*04er $# 0a22 ch$ices is $n2/ $ne !r$42e0 #acin& re%ai2ers %$"a/. The h$0$&en$*s

na%*re a0$n& sh$!!in& 0a22s is an$%her !r$42e0 %ha% 0a22 $6ners 0*s% a""ress

7Wa=e#ie2" Ba=er <9. The %h$*&h% is %ha% A0erica is n$% s*##erin& #r$0 %$$ 0an/

re%ai2 ch$ices 4*% ra%her %ha% a3ai2a42e re%ai2ers an" sh$!!in& cen%ers are %$$ si0i2ar %$

$ne an$%her 7Lan&"$n +,,,9.

In res!$nse %$ %his !r$42e0 re%ai2ers are crea%in& 6a/s %$ s%an" a!ar% #r$0 $%her

sh$!!in& cen%ers. The 0ain %ac%ic 4ein& *se" is inc$r!$ra%in& en%er%ain0en% in%$ %he

sh$!!in& e>!erience. En%er%ain0en% can c$0e in 3ari$*s #$r0s s*ch as 0$3ie %hea%res

ice rin=s an" %he0e res%a*ran%s. O%her sh$!!in& 0a22s are re3er%in& %$ %ra"i%i$na2 s%ree%-

#r$n% sh$!!in& cen%er "esi&ns. The $!en-air c$nce!% is a%%rac%i3e %$ sh$!!ers 4eca*se i%s

%ra"i%i$na2 "esi&n is a 4rea= a6a/ #r$0 %he n$r0a2 sh$!!in& 0a22 "esi&n 7McC2$*"

+,,,9.



His%$rica22/ re%ai2ers ha3e !2ace" %he 0a1$ri%/ $# %heir 0ar=e%in& s%ra%e&ies an"

a"3er%isin& $n %he An&2$-A0erican c$ns*0er 7Her4i& (e2=*r <9. E3en 6hen

4*sinesses #ina22/ 4e&an %$ rec$&nize %ha% 0in$ri%/ 0ar=e%s 6ere in #ac% 3ia42e 0ar=e%ers

an" re%ai2ers %rea%e" %hese e%hnic &r$*!s in a si0i2ar #ashi$n as An&2$-A0ericans.

S*ccess#*2 0ar=e%in& ca0!ai&ns 0ere2/ ha" %heir 2an&*a&e an" !ers$na2i%ies a2%ere" #$r

%he in%en"e" e%hnic 0ar=e% %ha% c$0!anies 6ere %r/in& %$ reach. Mar=e%in& s%ra%e&ies

ai0e" a% %he His!anic c$ns*0er c$nsis%e" $# 2i%%2e 0$re %han %rans2a%in& c$00ercia2s an"

!rin% in%$ S!anish. I% 6as a c$00$n !rac%ice %$ si0!2/ %rea% e%hnic 0ar=e%s as e>%ensi$ns

$# %he An&2$-A0erican 0ar=e% 7Her4i& (e2=*r <?9. The i"ea 6as %ha% $# 0ass

0ar=e%in& 6hich %rea%e" %he 0ar=e%!2ace as $ne h$0$&en$*s &r$*!. The 0e2%in& !$%

%he$r/ $# assi0i2a%i$n 6as %he #$*n"a%i$n $# %he 0ass 0ar=e%in& c$nce!%. Thr$*&h

assi0i2a%i$n i% 6as 4e2ie3e" %ha% e%hnic &r$*!s 6$*2" *2%i0a%e2/ 42en" in 6i%h %he An&2$-

A0erican 6a/ $# 2i#e %h*s 4ec$0in& !ar% $# %he 0ass 0ar=e% 7Ber0an <<9.

T$"a/ 0ar=e%ers are #$c*sin& in a "i##eren% "irec%i$n %hr$*&h a c$nce!% =n$6n as

"e0assi#ica%i$n. De0assi#ica%i$n is %he 0ar=e%ers res!$nse %$ an e3er-"i3erse A0erica

7Ber0an <<9. The shi#% is %$6ar"s rec$&ni%i$n $# %he i0!$r%ance in chan&in& %he re%ai2

0i> an" 0ar=e%in& s%ra%e&ies %$ 4e%%er 0ee% %he nee"s an" 6an%s $# 0in$ri%/ 0ar=e%s

7D$$ce/ <;9. Thr$*&h %he "e0assi#ica%i$n !r$cess %ar&e% 0ar=e%s are "e#ine" %hr$*&h

charac%eris%ics s*ch as a&e se> s$ci$ec$n$0ic 2e3e2s an"8$r e%hnici%/ 7Ber0an <<9.

The reas$n #$r %his chan&e inc2*"es %he #ac% %ha% %he 6hi%e 0a1$ri%/ has 4een

e>!eriencin& a s%ea"/ re"*c%i$n in !$!*2a%i$n !ercen%a&e. Researchers "e%er0ine"



<,

ne>% "eca"e i% is #$recas%e" %ha% %he His!anic !$!*2a%i$n 6i22 e>!erience an$%her ;@

&r$6%h 7Wen%z +,,<9.

A2s$ $# 0a1$r in%eres% %$ 0ar=e%ers is His!anic-A0ericans risin& !*rchasin&

!$6er. His!anic-A0ericans acc$*n% #$r J+ 4i22i$n in s!en"in& !er /ear 7Whi%e#ie2"

+,,<9. Nich$22s an" R$s2$6 7<@9 #$*n" %ha% His!anic-A0ericans s!en% 0$re 0$ne/

6hi2e sh$!!in& 6i%h ; s!en"in& J@, $r 0$re c$0!are" %$ ;+.? $# n$n-His!anics

6h$ s!en% %he sa0e a0$*n% 7Nich$22s R$s2$6 <@9. Cris!e22 7<?9 #$*n" %ha%

His!anic-A0erican 6in"$6 sh$!!ers 6ere 0$re 2i=e2/ %$ 0a=e a !*rchase.

The &e$&ra!hica2 c$ncen%ra%i$n $# %he His!anic 0ar=e% a2s$ crea%es a rea2

$!!$r%*ni%/ #$r 0ar=e%ers. His!anic-A0ericans %en" %$ 4e 0$re c$ncen%ra%e" in *r4an

areas 6i%h an es%i0a%e" $# His!anic-A0ericans 2i3e in 0e%r$!$2i%an areas

c$0!are" %$ ?@ $# %he %$%a2 !$!*2a%i$n. F*r%her0$re :< $# %he His!anic-A0erican

!$!*2a%i$n 2i3es in %he @, 2ar&es% 0e%r$!$2i%an areas 7Her4i& (e2=*r <?9. Be%6een

<@ an" +,+@ i% is !r$1ec%e" %ha% %he n*04er $# An&2$-A0ericans in Te>as 6i22 increase

4/ <.: 0i22i$n 6hi2e His!anic-A0ericans 6i22 increase 4/ @.< 0i22i$n. F$r %he sa0e %i0e

!eri$" &r$6%h !r$1ec%i$ns in F2$ri"a #$r An&2$-A0ericans is +.+ 0i22i$n an" #$r

His!anic-A0ericans ;., 0i22i$n. Ca2i#$rnia sh$*2" e>!ec% a "ecrease in %he An&2$-

A0erican !$!*2a%i$n 6hi2e %he His!anic-A0erican !$!*2a%i$n is es%i0a%e" %$ &r$6 4/ <+

0i22i$n. Ne6 ($r= sh$*2" a2s$ e>!ec% a "ecrease in %he Whi%e !$!*2a%i$n an" an increase

$# <. 0i22i$n in %he His!anic-A0erican !$!*2a%i$n 7h%%!88666.cens*s.&$39. C*rren%2/



<<

%he %$! %hree ci%ies 6i%h %he 2ar&es% His!anic-A0erican !$!*2a%i$ns are L$s An&e2es Ne6

($r= an" Mia0i 7Bach0an +,,<9.

Ra%i$na2e

The a0$*n% $# re%ai2 s!ace in A0erica has &r$6n "ra0a%ica22/ in %ha% !as% "eca"e

%h*s !$sin& a !r$42e0 #$r re%ai2ers in a%%rac%in& c$ns*0ers %$ %heir !ar%ic*2ar sh$!!in&

0a22 2$ca%i$n. In a""i%i$n %$ %he 3as% n*04er $# 0a22s in %he 'ni%e" S%a%es an$%her

!r$42e0 #acin& re%ai2ers is %he iss*e $# sh$!!in& cen%ers %ha% $##er 2i%%2e 3arie%/ a0$n& $ne

an$%her. B*i2"in& en%er%ain0en% in%$ %he sh$!!in& e>!erience is a %ac%ic 4ein& *se" %$

a%%rac% sh$!!ers.

Pr$!er2/ *n"ers%an"in& %he "i##erences 4e%6een %he His!anic-A0erican 0ar=e%

an" An&2$-A0erican 0ar=e% can 4e #inancia22/ 4ene#icia2 %$ 4*sinesses. N$% $n2/ is i%

cri%ica2 %$ *n"ers%an" as!ec%s s*ch as !$!*2a%i$n !ercen%a&e !$!*2a%i$n &r$6%h 4*/in&

!$6er an" &e$&ra!hic c$ncen%ra%i$n a22 $# 6hich 0a=e %he His!anic !$!*2a%i$n

a%%rac%i3e %$ re%ai2ers 4*% i% is necessar/ %$ *n"ers%an" c$ns*0!%i$n !a%%erns %ha% se% %his

e%hnic 0ar=e% a!ar% #r$0 %he 0a1$ri%/ c$ns*0er &r$*!.

Tai2$rin& 0ar=e%in& !r$0$%i$ns an" s%ra%e&ies can he2! a c$0!an/ 0$re

e##ec%i3e2/ reach *ni*e e%hnic 0ar=e%s. His!anic-A0ericans 6an%s an" nee"s 6hich

6ere !re3i$*s2/ $3er2$$=e" is n$6 an in%e&ra2 !ar% $# %he 0ar=e%in& s%ra%e&/ 7Her4i&

(e2=*r <?9. 'n"ers%an"in& sh$!!in& 4eha3i$r $# His!anic-A0ericans 6i22 he2! %$

#*r%her *n"ers%an" %his &r$*! as c$ns*0ers. Thr$*&h a 4e%%er *n"ers%an"in& $# %his e%hnic

se&0en% 0ar=e%ers an" re%ai2ers 6i22 4e 0$re ca!a42e $# 0ee%in& %heir 6an%s an" nee"s.



<+

P*r!$se $# %he S%*"/

The !*r!$se $# %his s%*"/ is %$ c$0!are %6$ e%hnic &r$*!s His!anic-A0ericans

an" An&2$-A0ericans in res!$nses %$ e>ci%e0en% in %he 0a22 an" %he i0!ac% %hese

res!$nses ha3e $n %heir c$ns*0!%i$n !a%%erns. M$re s!eci#ica22/ %his s%*"/ 6i22

"e%er0ine h$6 &enera2 sh$!!in& charac%eris%ics 6i22 a##ec% c$ns*0ersK res!$nses %$

e>ci%e0en% a3ai2a42e in sh$!!in& 0a22s. A2s$ %his s%*"/ 6i22 "e%er0ine h$6 %he

c$ns*0ersK res!$nses %$ e>ci%e0en% a3ai2a42e in %he 0a22 6i22 a##ec% %heir c$ns*0!%i$n

!a%%erns. The c$ns*0!%i$n !a%%erns inc2*"e a0$*n% $# 0$ne/ s!en% a% %he 0a22 an"

i0!*2se !*rchases 0a"e. Fina22/ %he s%*"/ 6i22 "e%er0ine %he e##ec%s %he c$ns*0!%i$ns

!a%%erns ha3e $n re!a%r$na&e in%en%i$n.

Ass*0!%i$ns

The research s%*"/ is 4ase" $n %he acce!%ance $# %he #$22$6in& ass*0!%i$ns

<. Par%ici!an%s c$*2" *n"ers%an" an" acc*ra%e2/ in%er!re% %he s*r3e/ *es%i$ns.

+. Par%ici!an%s !r$3i"e" %heir %r*%h#*2 $!ini$ns.

Li0i%a%i$ns

The sc$!e $# %his s%*"/ is 2i0i%e" 4/ %he #$22$6in& #ac%$rs

<. The s%*"/ is 4ase" $n sh$!!ers $# %6$ !ar%ic*2ar sh$!!in& 0a22s. One is 2$ca%e" in

a N$r%h Te>as ci%/ an$%her in a S$*%h Te>as ci%/.

+. The sh$!!in& 0a22s in %he s%*"/ are "es%ina%i$n 0a22s. The/ a%%rac% c$ns*0ers

#r$0 a 2ar&er &e$&ra!hica2 area %han an $r"inar/ 2$ca2 sh$!!in& 0a22.



<;

;. The e>ci%e0en% as!ec%s are 2i0i%e" %$ %h$se a3ai2a42e a% %hese !ar%ic*2ar sh$!!in&

0a22s.

O!era%i$na2 De#ini%i$ns

The #$22$6in& %er0s 6i22 4e *se" e>%ensi3e2/ %hr$*&h$*% %he s%*"/

His!anic-A 0 ericans. 'ni%e" S%a%es resi"en% $# S!anish ances%r/

7h%%!88666.cens*s.&$39.

An&2$-A 0 ericans. 'ni%e" S%a%es resi"en%s $# E*r$!ean $ri&in $r "escen%

7h%%!88666.4ri%%anica.c$ 09.

Sh$!!in& en1$/ 0 en%. P2eas*re $r sa%is#ac%i$n recei3e" #r$0 3isi%in& s%$res %$ !*rchase $r

4r$6se 0erchan"ise 7Bea%%/ Ferre22 <9. E>a0!2e s%a%e0en%s inc2*"e" Sh$!!in&

is a 6a/ I 2i=e %$ s!en" 0/ 2eis*re %i0e an" Sh$!!in& is $ne $# 0/ #a3$ri%e ac%i3i%ies.

Ti 0 e a3ai2a42e. The a0$*n% $# %i0e %he c$ns*0er #ee2s he $r she has a3ai2a42e $n a

s!eci#ic sh$!!in& %ri! 7Bea%%/ Ferre22 <9. E>a0!2e s%a%e0en%s inc2*"e" I #ee2

!ress*re" %$ c$0!2e%e 0/ sh$!!in& *ic=2/ an" I *s*a22/ ha3e as 0*ch %i0e as I nee"

%$ c$0!2e%e 0/ sh$!!in&.

M$ne/ a3ai2a42e. The a0$*n% $# 0$ne/ %he in"i3i"*a2 #ee2s he $r she has %$ s!en" $n a

s!eci#ic sh$!!in& %ri! 7Bea%%/ Ferre22 <9. E>a0!2e s%a%e0en%s inc2*"e" I #ee2 %ha%

I ha3e e>%ra 0$ne/ %$ s!2*r&e a 2i%%2e $n sh$!!in& an" I "$ n$% #ee2 I can a##$r" %$ 0a=e

an/ *n!2anne" !*rchases.

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<@

CHAPTER +

LITERAT'RE REVIEW

The !*r!$se $# %his s%*"/ is %$ c$0!are %6$ e%hnic &r$*!s His!anic-A0ericans

an" An&2$-A0ericans in %er0s $# &enera2 sh$!!in& charac%eris%ics %heir res!$nses %$

e>ci%e0en% in a sh$!!in& 0a22 %he c$ns*0!%i$n !a%%erns an" re!a%r$na&e in%en%i$n. This

s%*"/Ks in%en% is %$ "e%er0ine h$6 e%hnici%/ a##ec%s %he &enera2 sh$!!in& charac%eris%ics

an" 6he%her %hese charac%eris%ics in %*rn a##ec% %he c$ns*0ersK res!$nse %$ e>ci%e0en% in

%he 0a22. The research s%*"/ 6i22 a2s$ a%%e0!% %$ "e%er0ine 6he%her %he res!$nses %$

e>ci%e0en% a% %he sh$!!in& 0a22 *2%i0a%e2/ a##ec% %he c$ns*0ersK c$ns*0!%i$n !a%%erns.

The c$ns*0!%i$n !a%%erns inc2*"e 0$ne/ s!en% a% %he 0a22 an" i0!*2se !*rchases 0a"e.

Fina22/ %he s%*"/ ai0s %$ "e%er0ine i# c$ns*0!%i$n !a%%erns a##ec% re!a%r$na&e in%en%i$n.

This sec%i$n inc2*"es !er%inen% in#$r0a%i$n c$ncernin& 7a9 The$re%ica2 Fra0e6$r= 749

His!anic-A0ericans as C$ns*0ers 7c9 Ti0e-C$nsci$*s C$ns*0ers 7"9 Va2*e-

C$nsci$*s C$ns*0ers 7e9 Sh$!!in& En1$/0en% 7#9 C$0!*2si3e Sh$!!in& 7&9

E>ci%e0en% a% %he Ma22 7h9 Ma22 C$ns*0!%i$n Pa%%erns an" 7h9 Re!a%r$na&e In%en%i$n.

The$re%ica2 Fra0e6$r=

The #ra0e6$r= #$r %his s%*"/ is a 0$"i#ica%i$n $# %he 0$"e2 "e3e2$!e" 4/ Bea%%/

an" Ferre22 7<9. The 0$"e2 6as *se" in %heir research as an e>a0ina%i$n $# i0!*2se

4*/in& 4eha3i$r in re2a%i$n %$ in-s%$re 4r$6sin& an" *r&es %$ 0a=e i0!*2se !*rchases.

Fac%$rs s*ch as %i0e a3ai2a42e 0$ne/ a3ai2a42e sh$!!in& en1$/0en% an" i0!*2se

4*/in& %en"enc/ 6ere *se" %$ !re"ic% in-s%$re 4r$6sin& an" !$si%i3e8ne&a%i3e a##ec%.



<:

These #ac%$rs in %*rn 6ere *se" %$ e>!2ain %he c$ns*0ers *r&e %$ 0a=e an i0!*2se

!*rchase.

E%hnici%/ is a""e" %$ Bea%%/ an" Ferre22s 7<9 0$"e2 #$r %his s%*"/ since

"i##erences e>is% 4e%6een His!anic-A0erican c$ns*0ers an" An&2$-A0erican

c$ns*0ers. E%hnic "i##erences 6i22 i0!ac% &enera2 sh$!!in& charac%eris%ics. The 0$"e2

a2s$ i22*s%ra%es %ha% %hese #$*r #ac%$rs 6i22 ha3e an e##ec% $n %he c$ns*0erKs res!$nses %$

e>ci%e0en% in %he 0a22. The in%en% $# %he s%*"/ is %$ "e%er0ine i# a sh$!!erKs res!$nse %$

0a22 e>ci%e0en% a##ec%s his8her c$ns*0!%i$n !a%%erns. The c$ns*0!%i$n !a%%ern inc2*"es

0$ne/ s!en% an" i0!*2se !*rchases 0a"e. The 0$"e2 a2s$ i22*s%ra%es %ha% c$ns*0!%i$n

!a%%erns 6i22 a##ec% %he c$ns*0ers re!a%r$na&e in%en%i$n.

Fi&*re <

The Research M$"e2



<?

His!anic-A0ericans as C$ns*0ers

His!anic-A0ericans are 4ec$0in& 0$re si&ni#ican% in 4$%h %heir !$!*2a%i$n size

an" %heir share $# c$ns*0er s!en"in& 7Pa*2in <9. The c*rren% '.S. Cens*s #i&*res

!r$3e %ha% %he His!anic !$!*2a%i$n is &r$6in& a% an i0!ressi3e ra%e. The n*04ers in"ica%e

%ha% His!anic-A0ericans are $n %he 3er&e $# 4ec$0in& %he na%i$ns 2ar&es% 0in$ri%/

&r$*! e>cee"in& A#rican-A0ericans 7Bar$ne Thar! Brenna +,,<9. B/ +,<, %he

His!anic !$!*2a%i$n is e>!ec%e" %$ &r$6 %$ +.: 0i22i$n 7Cris!e22 <?9.

One reas$n #$r %he ra!i" &r$6%h $# %he His!anic-A0erican !$!*2a%i$n is %ha%

His!anic #a0i2ies %en" %$ 4e 2ar&er %han n$n-His!anic h$*seh$2"s 6i%h ;. !e$!2e !er

h$*seh$2". The His!anic !$!*2a%i$n is a2s$ /$*n&er %han an/ $%her e%hnic &r$*! in %he

'ni%e" S%a%es. The '.S. Cens*s s%a%es %ha% ;@ $# His!anic-A0ericans are < /ears $r

/$*n&er c$0!are" %$ +@.? $# %he %$%a2 !$!*2a%i$n. The 0e"ian a&e $# His!anic-

A0ericans is +@. as $!!$se" %$ ;@.; #$r %he na%i$na2 a3era&e 7Cassi"/ +,,<9.

Besi"es %he !$!*2a%i$n &r$6%h $# His!anic-A0ericans a n$%a42e !$r%i$n $# %he

His!anic c$00*ni%/ has 0$3e" #r$0 0i""2e-c2ass inc$0es %$ a##2*ence 7Her4i&

(e2=*r <?9. His!anic-A0ericans c*rren%2/ acc$*n% #$r a!!r$>i0a%e2/ : $# %$%a2

4*/in& in %he '.S. The 4*/in& !$6er $# His!anic-A0ericans has n$6 reache" an

es%i0a%e" J+.; 4i22i$n 7Whi%e#ie2" +,,<9.

Pre3i$*s researchers 7e.&. Her4i& (e2=*r <?9 ha3e #$*n" %ha% %he His!anic-

A0erican #a0i2/ %en"s %$ s!en" 0$re $# i%s "is!$sa42e inc$0e $n 6e22-=n$6n 4ran"s an"

"e0$ns%ra%e 0$re 4ran" 2$/a2%/ as a c$ns*0er &r$*!. i0 an" an&-Par= 7<@9

rei%era%es %his n$%i$n 4/ s%a%in& %ha% 6e22-=n$6n 4ran"s an" c$0!anies are i0!$r%an% %$



<

His!anic-A0ericans 6hen sh$!!in& #$r c2$%hin&. The/ 2$$= #$r *a2i%/ #irs% #$22$6e" 4/

"*ra4i2i%/ an" %hen !rice 7Her4i& (e2=*r <?9.

A2s$ Nich$22s an" R$s2$6 7<@9 #$*n" %ha% His!anic-A0ericans s!en% 0$re

0$ne/ 6hi2e sh$!!in&. A!!r$>i0a%e2/ ; $# His!anic-A0ericans s!en" J@, $r 0$re

c$0!are" %$ ;+.? $# n$n-His!anic-A0ericans 6h$ s!en" %he sa0e a0$*n%. A se!ara%e

s%*"/ #$*n" %ha% His!anic-A0ericans are 0$re 2i=e2/ %$ 0a=e a !*rchase e3en 6hen 1*s%

4r$6sin& 7Cris!e22 <?9.

His!anic-A0ericans a2s$ h$2" 0$re !$si%i3e a%%i%*"es %$6ar"s sh$!!in& 0a22s an"

are *s*a22/ 0$re #ashi$n-c$nsci$*s %han $%her e%hnic &r$*!s. Eas%2ic= an" Shi0 7<@9

a2s$ #$*n" %ha% His!anic-A0ericans 3a2*e e>ci%e0en% in %he 0a22 0$re %han $%her e%hnic

&r$*!s. His!anic-A0ericans are a2s$ 0$re 2i=e2/ %han an/ $%her e%hnic &r$*! %$ &$

sh$!!in& 6i%h a c$0!ani$n. This 0a/ 4e "*e %$ %he #ac% %ha% %he His!anic #a0i2/ s!en"s

0$re %i0e a% %he 0a22 %han %he n$n-His!anic #a0i2/ "$es 7Cris!e22 <?9.

Ti0e-C$nsci$*s C$ns*0ers

Gi3en %he shi#% in A0erican #a0i2ies %$6ar"s a "*a2-inc$0e h$*seh$2" an" %he

&r$6in& n*04er $# sin&2e-!aren% h$*seh$2"s c$ns*0ers are enc$*n%erin& increase" %i0e

!ress*res. As a res*2% $# %hese %i0e sh$r%a&es c$ns*0ers are see=in& %$ 0a>i0ize %heir

%i0e *sa&e 6i%h res!ec% %$ 3ari$*s areas $# %heir 2i3es inc2*"in& sh$!!in& 7Herrin&%$n

Ca!e22a <@9.

I% is essen%ia2 #$r re%ai2ers %$ *n"ers%an" 6ha% e##ec%s %i0e c$ns%rain%s ha3e $n

c$ns*0ers an" %he a0$*n% $# 0a22 sh$!!in& %he/ en&a&e in. Since %i0e is n$6 a hi&h2/

s$*&h%-a#%er res$*rce i% is cri%ica2 %ha% re%ai2ers a%%e0!% %$ crea%e 0e%h$"s %$ 0a>i0ize %he

*se $# c$ns*0ersK %i0e 6hen sh$!!in& a% %he 0a22 7Herrin&%$n Ca!e22a <@9. T$"a/



<

c$ns*0ers are 2$$=in& #$r 6a/s %$ 0ini0ize %he %i0e %he/ ha3e %$ s!en" sh$!!in&. I% can

4e as si0!2e as !r$3i"in& #ree &i#% 6ra! #$r !a%r$ns $r !r$3i"in& a0!2e !ar=in& %$

"i0inish %he a0$*n% $# %i0e s!en% searchin& #$r a !ar=in& s!ace 7Nich$22s R$s2$6

<?9. Research !r$3i"es s*!!$r% %ha% sh$!!ers #*nc%i$nin& *n"er a cer%ain 2e3e2 $# %i0e

!ress*re ha3e a %en"enc/ %$ !*rchase #e6er !r$"*c%s %han ini%ia22/ in%en"e" an" 0a=e

#e6er i0!*2se !*rchases 7Herrin&%$n Ca!e22a <@9.

Re%ai2ers a2s$ nee" %$ #in" %echni*es %$ &enera%e 2$n&er 3isi%s 4/ 0a22 sh$!!ers.

This can 4e as si0!2e as !r$3i"in& sh$!!ers 6i%h res% areas %hr$*&h$*% %he 0a22 $r

!r$3i"in& s*!er3ise" !2a/ areas #$r %heir chi2"ren. A2s$ e>ci%e0en% as!ec%s 0a/ crea%e

a""i%i$na2 reas$ns #$r %he 0a22 !a%r$n %$ s%a/ an" sh$! 2$n&er 7Nich$22s R$s2$6 <?9.

Nich$22s an" R$s2$6 7<@9 #$*n" %ha% His!anic-A0ericans s!en% 2ess %i0e a% %he

0a22 6i%h + $# %h$se s*r3e/e" s!en"in& 2ess %han an h$*r a% %he 0a22 c$0!are" 6i%h

;+. $# n$n-His!anics. S%i22 %he sa0e s%*"/ a2s$ #$*n" %ha% ; $# His!anic-

A0ericans s!en% J@, $r 0$re 6hi2e sh$!!in& c$0!are" 6i%h ;+.? $# n$n-His!anics

s!en"in& %he sa0e a0$*n%. There e>is%s an $!!$r%*ni%/ %$ =ee! %he His!anic-A0erican

sh$!!er a% %he 0a22 2$n&er. I# %he/ s!en" 0$re %i0e a% %he 0a22 %he/ 6i22 2i=e2/ s!en"

0$re 0$ne/ as 6e22.

Va2*e-C$nsci$*s C$ns*0ers

A% %he 4e&innin& $# %he <,s c$ns*0ers 4e&an %$ chan&e %heir $*%ra&e$*s

s!en"in& ha4i%s %ha% c$nsis%e" !ar%2/ $# in"*2&in& in hi&h-!rice" 4ran" na0es %ha% "i" n$%

a26a/s "e2i3er 3a2*e 75$hns$n <9. The reas$ns #$r %his shi#% in s!en"in& ha4i%s

inc2*"e %he recessi$n $# %he 0i"-<,s an" %he c$rres!$n"in& !re3a2en% *ne0!2$/0en%

!r$42e0 7Va2*e-c$nsci$*s <9.



+,

I% is in%eres%in& %$ n$%e %ha% 3a2*e-c$nsci$*s c$ns*0ers are n$% $n2/ #a0i2ies $n a

%i&h% 4*"&e%. T$"a/Ks 3a2*e see=ers inc2*"e 0i""2e-c2ass #a0i2ies an" e3en a##2*en%

#a0i2ies. Va2*e-c$nsci$*s c$ns*0ers inc2*"e in"i3i"*a2s #r$0 acr$ss s$ci$-ec$n$0ic

2e3e2s 7Va2*e-c$nsci$*s <9. These 3a2*e-c$nsci$*s c$ns*0ers 2$$= #$r cer%ain

#ac%$rs 6hen 0a=in& a !*rchase s*ch as c$0!e%i%i3e !rice an" hi&h *a2i%/ $# %he

!r$"*c%. B$%h $# %hese #ac%$rs c$04ine %$ crea%e 3a2*e a c$00$"i%/ %ha% c$ns*0ers are

in search $# 75$hns$n <9. T$"a/ sh$!!ers are 2$$=in& #$r 0$re %han a 2$6 !rice

6hen sh$!!in&. Mar=e%ers an" re%ai2ers sh$*2" e0!hasize %he 4ene#i%s %ha% c$ns*0ers

&ain #r$0 ac*irin& a !r$"*c% as $!!$se" %$ si0!2/ s%ressin& %he 0$ne%ar/ c$s% $# %he

!r$"*c% 7M$r&an <9.

Ma22 $6ners an" 0ana&ers nee" %$ !r$3i"e sh$!!ers 6i%h s%$res %ha% c*% acr$ss

3ari$*s !rice !$in%s. C$ns*0ers are see=in& 3arie%/ in %enan% ch$ice an" !rice 2e3e2s.

Sh$!!ers are 0a=in& !*rchase #r$0 4$%h hi&h-en" s!ecia2%/ sh$!s as 6e22 as "isc$*n%

chains 7Gen%r/ +,,,9.

Eas%2ic= an" Shi0 7<@9 #$*n" %ha% !rice-c$nsci$*sness 6as a c$00$n

charac%eris%ic a0$n& His!anic-A0erican sh$!!ers. (e% i% 6as a2s$ n$%e" 4/ Her4i& an"

(e2=*r 7<?9 %ha% His!anic-A0ericans are 0$re c$ncerne" 6i%h *a2i%/ !r$"*c%s an" are

6i22in& %$ !a/ 0$re #$r %he0.

Sh$!!in& En1$/0en%

The 2e3e2 $# sh$!!in& en1$/0en% e>!erience" 3aries 4/ in"i3i"*a2. C$ns*0ers

ha3e "i##eren% reas$ns #$r sh$!!in& a% 0a22s. Ma22 sh$!!in& en1$/0en% can 4e a##ec%e" 4/

se3era2 as!ec%s s*ch as 2$ca%i$n a%0$s!here %enan% 0i> an" !r$0$%i$ns 6i%hin %he

0a22.



+<

Shi0 an" Eas%2ic= 7<9 c$nc2*"e" %ha% %here are se3era2 reas$ns 6h/ !a%r$ns

3isi% a 0a22 $%her %han #$r si0!2/ !*rchasin& !r$"*c%s $r ser3ices. F$r ins%ance s$0e

in"i3i"*a2s 3isi% 0a22s %$ see= %he c$0!an/ $# $%her !e$!2e !resen%. Tha% is c$ns*0ers

0a/ 4e see=in& a #$r0 $# s$cia2iza%i$n 4/ 3isi%in& a sh$!!in& 0a22. The $!!$r%*ni%/ %$

s$cia2ize 6i%h $%hers is re6ar"in& %$ %hese in"i3i"*a2s. S$0e c$ns*0ers 0a/ en1$/ 4ein&

seen sh$!!in& in e>c2*si3e s%$res. F$r %he !ers$n see=in& se2#-ac%*a2iza%i$n %he sh$!!in&

0a22 ser3es as a 0eans $# &ainin& res!ec% reachin& se2#-#*2#i220en% an" crea%in& a sense

$# acc$0!2ish0en%. O%her c$ns*0ers 0a/ en1$/ sh$!!in& si0!2/ as a #$r0 $#

en%er%ain0en%. These in"i3i"*a2s en1$/ sh$!!in& s$2e2/ #$r %he !*r!$se $# ac*irin& ne6

!r$"*c%s an" ser3ices 7Shi0 Eas%2ic= <9.

Pas% research sh$6s %ha% His!anic-A0ericans are 0$re en%h*sias%ic a4$*%

sh$!!in& e3i"ence" 4/ 3isi%in& 0$re s%$res c$ns*0in& 0$re #$$" an" 4e3era&e 6hi2e a%

%he 0a22 an" s!en"in& 0$re 0$ne/ %han n$n-His!anics 7Nich$22s R$s2$6 <@9. i0

an" an&-Par=s 7<@9 s%*"/ "e%er0ine" %ha% His!anic-A0ericans 6ere 0a22 sh$!!ers

an" enchan%e" sh$!!ers. Tha% is %his e%hnic &r$*! en1$/e" sh$!!in& in 0a22s an"

c$nsi"ere" sh$!!in& a !2easan% ac%i3i%/.

C$0!*2si3e Sh$!!in&

A2%h$*&h 3ie6e" ne&a%i3e2/ 4/ s$cie%/ in &enera2 c$0!*2si3e sh$!!ers are $#

in%eres% %$ re%ai2ers 4eca*se %he/ can 4e *i%e !r$#i%a42e #$r 4*sinesses 7R$4er%s <9.

C$0!*2si3e 4*/in& carries a ne&a%i3e c$nn$%a%i$n %ha% can 4e "escri4e" as chr$nic

re!e%i%i3e !*rchasin& %ha% 4ec$0es a !ri0ar/ res!$nse %$ ne&a%i3e e3en%s $r #ee2in&s

7OKG*inn Fa4er <+ !. @9. The 2e3e2 $# c$0!*2si3e sh$!!in& e>hi4i%e" 4/ a

!ers$n can 3ar/ 4/ %he a0$*n% $# %i0e %he !ers$n s!en"s a% %he sh$!!in& 0a22. Fre*enc/



++

$# 0a22 3isi%s !$si%i3e2/ a##ec%s %he a0$*n% $# c$0!*2si3e sh$!!in& en&a&e" in. In $%her

6$r"s c$0!*2si3e sh$!!in& increases as %he 2e3e2 $# e>!$s*re %$ !r$"*c%s an" ser3ices

increases 7R$4er%s <9.

I% is a2s$ $# in%eres% %$ %he re%ai2er %$ "e%er0ine %he 2e3e2 a% 6hich c$0!*2si3e

4*/ers c$nsi"er %he ac% $# 0ere sh$!!in& as a #$r0 $# e>ci%e0en%. B/ 2earnin& %his

re%ai2ers can c$n%in*e %$ ca!%*re %he c$0!*2si3e sh$!!er an" "e3ise ne6 0e%h$"s $#

!r$3i"in& e>ci%e0en% %ha% 6i22 =ee! %he c$0!*2si3e 4*/er a% %he sh$!!in& 0a22 2$n&er

7R$4er%s <9.

E>ci%e0en% a% %he Ma22

Acc$r"in& %$ !as% research s%*"ies &enera2 sh$!!in& charac%eris%ics can a##ec%

sh$!!ers res!$nses %$ e>ci%e0en%. Bea%%/ an" Ferre22 7<9 #$*n" %ha% !$si%i3e a##ec%

6as a##ec%e" 4/ 2e3e2s $# sh$!!in& en1$/0en% an" 0$ne/ a3ai2a42e #$r sh$!!in&.

Wa=e#ie2" an" Ba=er 7<9 a2s$ #$*n" %ha% sh$!!in& en1$/0en% !$si%i3e2/ a##ec%e"

e>ci%e0en%. In"i3i"*a2s 6h$ s!en% 0$re %i0e an" 0$ne/ 6hi2e sh$!!in& 6ere a2s$ #$*n"

%$ en1$/ %he 0a22 0$re %han %h$se 6h$ sh$!!e" *ic=2/ an" s!en% 2ess 0$ne/ 7Nich$22s

R$s2$6 <@9.

In an a%%e0!% %$ increase c$ns*0ers 2e3e2s $# sh$!!in& en1$/0en% 0a22 $6ners

an" 0ana&ers are i0!2e0en%in& en%er%ain0en% as !ar% $# %he sh$!!in& 0a22 en3ir$n0en%

7Cha042iss +,,,9. Fac%$rs %ha% c$ns%i%*%e 0a22 en%er%ain0en% inc2*"e %enan% 3arie%/ 0a22

en3ir$n0en% an" $%her %ra"i%i$na2 en%er%ain0en% channe2s s*ch as 0$3ie %hea%res 3i"e$

arca"es an" s=a%in& rin=s 7Wa=e#ie2" Ba=er <9. These en%er%ain0en% channe2s 0a/

a2s$ in#2*ence %he sh$!!er %$ s!en" 0$re %i0e 3isi%in& %he 0a22.



+;

Ma22 0ana&ers ha3e a2s$ increase" %he %/!e $# en%er%ain0en% a3ai2a42e a% sh$!!in&

0a22s. T$"a/Ks c$ns*0er can "$ 0$re %han 1*s% sh$! a% a 0a22. Sh$!!ers can "eci"e %$

6a%ch a 0$3ie a% 0$3ie %hea%res 4$as%in& ;, screens $r 0$re $r %he/ can $!% %$ %a=e %he

chi2"ren #$r a *ic= s=a%e ar$*n" %he ice rin=. S$0e 0a22s acc$00$"a%e 0*se*0s in%$

%heir s!ace s*ch as The Ci%a"e2 0a22 in C$2$ra"$ 6hich is %he h$0e %$ %he Chi2"renKs

M*se*0 7Nes4i%% +,,<9. A22 %hese a0eni%ies ha3e 4een a""e" %$ %he 0a22 in

%he h$!e $# a%%rac%in& %he c$ns*0er %$ 3isi% %he 0a22 #$r reas$ns $%her %han 1*s% sh$!!in&.

An$%her s%ra%e&/ i0!2e0en%e" 4/ sh$!!in& 0a22s %$ increase %he a0$*n% $# %i0e

s!en% in %he 0a22 an" *2%i0a%e2/ increase sh$!!in& e>ci%e0en% has 4een %$ !r$3i"e

sh$!!ers 6i%h a *ni*e "inin& e>!erience 7E00$ns <9. Ma22s !r$3i"e #$$" c$*r%s

%ha% are "esi&ne" %$ h$2" %he sh$!!ersK in%eres% %$ a0*se an" %$ !r$3i"e a reas$n %$ si% a

4i% 2$n&er. A%%rac%i3e a04iance 0*sic %e2e3isi$ns an" c$0#$r%a42e sea%in& are 6a/s %ha%

#$$" c$*r%s are "esi&ne" %$ !r$3i"e %he sh$!!er 6i%h a !2ace %$ ea% as 6e22 as a 0eans $#

en%er%ain0en%.

Ma22 C$ns*0!%i$n Pa%%erns

Ma22 c$ns*0!%i$n !a%%erns inc2*"in& 0$ne/ s!en% $n sh$!!in& an" i0!*2se

!*rchasin& are a##ec%e" 4/ se3era2 "i##eren% charac%eris%ics inc2*"in& e%hnici%/ sh$!!in&

en1$/0en% an" a0$*n% $# %i0e an" 0$ne/ s!en% sh$!!in&. Nich$22s an" R$s2$6 7<@9

#$*n" %ha% His!anic-A0ericans s!en% 0$re 0$ne/ $n sh$!!in& %han n$n-His!anics.

Eas%2ic= an" Shi0 7<@9 a2s$ c$nc2*"e" %ha% His!anic-A0ericans sh$!!e" 0$re

#re*en%2/ a% sh$!!in& 0a22s %han An&2$-A0ericans "i". Nich$2s R$s2$6 an" D*42ish

7<9 #$*n" %ha% %h$se in"i3i"*a2s 6h$ s!en% 0$re %i0e sh$!!in& a2s$ res*2%e" in



+

s!en"in& 0$re 0$ne/. Bea%%/ an" Ferre22 7<9 #$*n" %ha% c$ns*0ers !erce!%i$n $#

0$ne/ a3ai2a42e !$si%i3e2/ in#2*ence" a0$*n% $# i0!*2se !*rchasin&.

Re!a%r$na&e In%en%i$n

Wa=e#ie2" an" Ba=er 7<9 #$*n" %ha% %here are cer%ain 3aria42es %ha% a##ec%

c$ns*0ers "esire %$ s%a/ a% %he 0a22. The s%*"/ #$*n" %ha% "esire %$ s%a/ 6as 0$s%

s%r$n&2/ in#2*ence" 4/ a 3arie%/ $# s%$res a3ai2a42e a% %he 0a22. The sec$n" 0$s%

in#2*en%ia2 #ac%$r 6as 0a22 en3ir$n0en% 6hich inc2*"e" #ac%$rs s*ch as archi%ec%*ra2

"esi&n 0a22 2a/$*% 0*sic an" "c$r. 'n"ers%an"in& %he e##ec% $# %hese %6$ #ac%$rs $n

"esire %$ s%a/ a% %he 0a22 is i0!$r%an%. Re%ai2ers sh$*2" *n"ers%an" %ha% %he 2$n&er a

sh$!!er s!en"s a% %he 0a22 %he 0$re 2i=e2/ %he/ are %$ increase %heir 2e3e2 $# s!en"in&

an" sh$!!in& en1$/0en%.

E>ci%e0en% a% %he 0a22 a2s$ ha" a s%r$n& in#2*ence $n 0a22 re!a%r$na&e in%en%i$ns.

When a 0a22 is e>ci%in& i% is 0*ch 0$re 2i=e2/ %ha% c$ns*0ers 6i22 re%*rn %$ %he 0a22

7Wa=e#ie2" Ba=er <9. The sa0e s%*"/ a2s$ #$*n" %ha% sh$!!in& in3$23e0en%

"irec%2/ a##ec%e" 0a22 re!a%r$na&e. Th$se c$ns*0ers 6h$ "is!2a/e" hi&her 2e3e2s $#

sh$!!in& en1$/0en% 6ere 0$re 2i=e2/ %$ re%*rn %$ %he 0a22.

S*00ar/

This re3ie6 $# 2i%era%*re has in"ica%e" %he &r$6in& ec$n$0ic i0!$r%ance $#

His!anic-A0ericans "*e %$ s*ch reas$ns as a @ !$!*2a%i$n increase since %he <,s

7Bar$ne e% a2. +,,<9 an" %heir increasin& 4*/in& !$6er 7Her4i& (e2=*r <?9. A2s$

Her4i& an" (e2=*r 7<9 #$*n" %ha% His!anic-A0ericans are 0$re 6i22in& %$ s!en"

0$ne/ $n 6e22-=n$6n 4ran"s an" are 0$re 4ran" 2$/a2 %han $%her e%hnic &r$*!s.



+@

I% has 4een #$*n" %ha% "*e %$ %i0e c$ns%rain%s 0$re c$ns*0ers are see=in&

%echni*es %$ he2! 0a=e %he 0$s% $# %heir %i0e 7Herrin&%$n Ca!e22a <@9. This is

i0!$r%an% #$r %he re%ai2er %$ *n"ers%an" 4eca*se %he/ are a42e %$ a%%rac% 0$re sh$!!ers i#

%he/ $##er %he0 6a/s %$ *se %heir %i0e 0$re e##icien%2/. Bea%%/ an" Ferre22 7<9 #$*n"

%ha% 2ac= $# %i0e ne&a%i3e2/ a##ec%e" sh$!!ers 0$$"s. Re%ai2ers sh$*2" s%ri3e %$ crea%e

6a/s %$ he2! sh$!!ers 0a=e e##icien% *se $# %heir %i0e in $r"er %$ 0a=e %he0 #ee2 0$re

c$n%en% "*rin& %heir sh$!!in& %ri!.

N$6a"a/s c$ns*0ers are 2$$=in& #$r 0$re %han 1*s% a &$$" !rice $r *a2i%/.

Ins%ea" sh$!!ers are 2$$=in& #$r 3a2*e a c$04ina%i$n $# hi&h *a2i%/ an" 2$6 !rice.

Re%ai2ers nee" %$ e0!hasize %he 4ene#i%s c$ns*0ers 0a/ recei3e #r$0 $6nin& a !r$"*c%.

Pr$0$%in& a 2$6 !rice is n$% en$*&h 7M$r&an <9.

Sh$!!in& en1$/0en% can 4e #*e2e" 4/ %he 0ere en1$/0en% in sh$!!in& #$r an"

ac*irin& ne6 !r$"*c%s an" ser3ices. I% can a2s$ 4e e>!2aine" 4/ %he #ac% %ha% s$0e

in"i3i"*a2s en1$/ %he chance %$ s$cia2ize 6i%h $%hers 6hi2e sh$!!in& a% 0a22s. S$0e

in"i3i"*a2s 3ie6 sh$!!in& as a 0eans $# &ainin& res!ec% an" #ee2in& a sense $#

acc$0!2ish0en% 7Shi0 Eas%2ic= <9

R$4er%s 7<9 #$*n" %ha% %he a0$*n% $# %i0e a sh$!!er s!en"s a% %he 0a22

"irec%2/ a##ec%s %heir 2e3e2 $# c$0!*2si3e sh$!!in&. Re%ai2ers sh$*2" a%%e0!% %$ =ee! %he

c$0!*2si3e sh$!!er in s%$res 2$n&er 4/ #in"in& ne6 6a/s %$ en%er%ain %he0. The 2$n&er

%he c$0!*2si3e sh$!!er s%a/s in %he 0a22 %he 0$re !*rchases %he/ are 2i=e2/ %$ 0a=e.

E>ci%e0en% in %he 0a22 has 4een $# recen% in%eres% %$ re%ai2ers in %heir e##$r%s %$

&ain ne6 c*s%$0ers an" =ee! e>is%in& $nes. Fac%$rs %ha% #a22 in%$ %he ca%e&$r/ $#

e>ci%e0en% inc2*"e 0$3ie %hea%res 3i"e$ arca"es s=a%in& rin=s %he0e res%a*ran%s an" a



+:

6i"e 3arie%/ $# %enan%s. A22 $# %he a#$re0en%i$ne" c$0!$nen%s nee" %$ 4e !ar% $# a 0a22Ks

e>ci%e0en% in $r"er #$r i% %$ s*ccess#*22/ c$0!e%e in s*ch a h$0$&en$*s 0ar=e%

7Wa=e#ie2" Ba=er <9. One s%*"/ sh$6e" %ha% e>ci%e0en% a% %he 0a22 ha" %he

s%r$n&es% in#2*ence $n 0a22 re!a%r$na&e in%en%i$ns. An e>ci%in& 0a22 is 0$re 2i=e2/ %$

=ee! sh$!!ers re%*rnin& a&ain an" a&ain 7Wa=e#ie2" Ba=er <9.

Ta42e < i22*s%ra%es %ha% as!ec%s s*ch as %enan% 3arie%/ 0a22 en3ir$n0en% an"

sh$!!in& in3$23e0en% ha3e a !$si%i3e e##ec% $n res!$nses %$ e>ci%e0en%. I% a2s$ sh$6s

%ha% 0$ne/ a3ai2a42e a##ec%s i0!*2se !*rchasin&. This %a42e "e0$ns%ra%es %ha% His!anic-

A0erican c$ns*0ers "i##er #r$0 An&2$-A0erican c$ns*0ers in se3era2 as!ec%s inc2*"in&

"is!2a/in& a 4e%%er res!$nse %$ e>ci%e0en% in %he 0a22 an" s!en"in& 0$re %i0e $n

sh$!!in& %ri!s. Ta42e < a2s$ i22*s%ra%es %ha% His!anic-A0erican sh$!!ers are 3a2*e-

c$nsci$*s en1$/ sh$!!in& 0$re %han An&2$-A0ericans an" 3ie6 sh$!!in& as a

recrea%i$na2 ac%i3i%/.



Ta42e <

Ma1$r Fin"in&s $n Sh$!!in& Beha3i$r

Si&ni#ican%Varia42es

A*%h$rs

a%e Sa 0 ! 2e E%hnic Gr$*!

Genera2 S Res!$nses %$

> c %e 0 e n %

C$ns*0!%i$n

a%%er n s

Wa=e#ie2" ; 0a22 Genera2 c$ns*0er Tenan% 3arie%/ 79

Ba=er sh$!!ers &r$*!s Ma22 en3ir$n0en% 79

7<9 Sh$!!in& in3$23e0en% 79

i0 , c$ns*0ers An&2$-A0ericans Ec$n$0ic sh$!!ers

an&-Par= in L$s An&e2es A#rican-A0ericans Sh$!!in& enchan%e"

7<@9 Ne6 ($r= an" His!anic-A0ericans

Chica&$ Chinese-A0ericans

5a!anese-A0ericans

$rean-A0ericans

D$n%h* Cherian +, c$ns*0ers His!anic-A0ericans Va2*e-c$nsci$*s

7<9 na%i$n6i"e

79 "en$%es a !$si%i3e re2a%i$nshi!

+?



Ta42e < 7c$n%in*e"9

Ma1$r Fin"in&s $n Sh$!!in& Beha3i$r

Si&ni#ican% Varia42es

A*%h$rs Genera2 Sh$!!in& Res!$nses %$ C$ns*0!%i$n 7Da%e9 Sa 0 ! 2e E%hnic Gr$*! Charac%eris%ics E > ci%e 0 e n % Pa%%er n s

Bea%%/ Ferre22

7<9

@;; 0a22

sh$!!ers

Genera2 c$ns*0er

&r$*!s

Sh$!!in& en1$/0en%

Ti0e a3ai2a42e

M$ne/ A3ai2a42e

I0!*2se 4*/in& 79

Shi0 Gehr%

7<:9

<: hi&h sch$$2

s%*"en%s in

An&2$-A0ericans

His!anic-A0ericans

Recrea%i$na2 I0!*2si3e 79

S$*%h6es% s%a%e Na%i3e A0ericans

Eas%2ic= Shi0

7<@9

@@? c$ns*0ers in

0e%r$!$2i%an

An&2$-A0ericans

His!anic-A0ericans

E>ci%in&

a%0$s!here 79

areas

Herche

Ba2as*4ra0anian

< c$ns*0ers

na%i$n6i"e

A#rican-A0ericans

His!anic-A0ericans

Sh$!!in& en1$/0en%

7<@9 Chinese

5a!aneseI%a2ians

$reans

79 "en$%es a !$si%i3e re2a%i$nshi!

+



;,

CHAPTER ;

METHODOLOG(

The !*r!$se $# %his s%*"/ is %$ in3es%i&a%e h$6 e%hnici%/ a##ec%s c$ns*0ers

c$ns*0!%i$n !a%%ern. The s%*"/ 6i22 a%%e0!% %$ e>!2ain h$6 &enera2 sh$!!in&

charac%eris%ics a##ec% c$ns*0ers res!$nses %$ e>ci%e0en% $##ere" 4/ sh$!!in& 0a22s. The

s*r3e/ is "e3e2$!e" %$ 0eas*re res!$nses %$ e>ci%e0en% in %he 0a22 an" %he i0!ac% $#

%hese res!$nses $n %he c$ns*0!%i$n !a%%erns 6hich inc2*"e a0$*n% $# 0$ne/ s!en% a% %he

sh$!!in& 0a22 a0$*n% $# i0!*2se !*rchases 0a"e a% %he sh$!!in& 0a22 an" re!a%r$na&e

in%en%i$n. This cha!%er inc2*"es sec%i$ns $n h/!$%heses research "esi&n ins%r*0en%

!$!*2a%i$n an" sa0!2e "a%a c$22ec%i$n an" "a%a ana2/sis.

H/!$%heses

Base" $n %he !*r!$se $# %his research s%*"/ an" re2e3an% #in"in&s in %he !as%

2i%era%*re %he #$22$6in& h/!$%heses 6ere #$r0*2a%e"

H< His!anic-A0erican c$ns*0ers "i##er #r$0 An&2$-A0erican c$ns*0ers in

%er0s $# &enera2 sh$!!in& charac%eris%ics.

H+ His!anic-A0erican c$ns*0ers "i##er #r$0 An&2$-A0erican c$ns*0ers in

%heir res!$nses %$ e>ci%e0en%.

H; His!anic-A0erican c$ns*0ers "i##er #r$0 An&2$-A0erican c$ns*0ers in

%heir c$ns*0!%i$n !a%%ern in %er0s $#



;+

In %es%in& h/!$%hesis @ e%hnici%/ an" &enera2 sh$!!in& charac%eris%ics 6ere %he

in"e!en"en% 3aria42es. The "e!en"en% 3aria42e 6as res!$nses %$ e>ci%e0en%.

H/!$%hesis : *se" res!$nses %$ e>ci%e0en% as %he in"e!en"en% 3aria42e. The

"e!en"en% 3aria42e 6as c$ns*0!%i$n !a%%erns %ha% c$nsis%s $# 0$ne/ s!en% an" i0!*2se

!*rchasin&.

F$r h/!$%hesis ? c$ns*0!%i$n !a%%erns %ha% c$nsis%e" $# 0$ne/ s!en% an" i0!*2se

!*rchasin& ser3e" as %he in"e!en"en% 3aria42e. The "e!en"en% 3aria42e 6as re!a%r$na&e

in%en%i$n.

Ins%r*0en%

The ins%r*0en% 6as "e3e2$!e" *sin& *es%i$ns #r$0 se3era2 "i##eren% research

s%*"ies inc2*"in& Bea%%/ an" Ferre22 7<9 Fa4er an" OG*inn 7<+9 Herrin&%$n an"

Ca!e22a 7<@9 an" Wa=e#ie2" an" Ba=er 7<9. The s*r3e/ "e3e2$!e" #$r %his research

s%*"/ 0eas*re" se3era2 as!ec%s s*ch as &enera2 sh$!!in& charac%eris%ics res!$nses %$

e>ci%e0en% a3ai2a42e a% %he 0a22 an" c$ns*0ers c$ns*0!%i$n !a%%erns.

Ta42e + i22*s%ra%es %he 3aria42es *se" in %his s%*"/ an" %he %/!e $# "a%a c$22ec%e"

#$r each 3aria42e.

General Shopping Characteristics

In $r"er %$ 0eas*re &enera2 sh$!!in& charac%eris%ics s%a%e0en%s 6ere %a=en #r$0

a n*04er $# !as% research s%*"ies. S%a%e0en%s !er%ainin& %$ %he c$ns*0ers a0$*n% $#

%i0e a3ai2a42e %$ sh$! 6ere %a=en #r$0 Herrin&%$n an" Ca!e22as 7<@9 sca2e 6hich

0eas*re" sh$!!ers res!$nses %$ !ercei3e" %i0e !ress*res. The #$22$6in& #$*r s%a%e0en%s

6ere *se" %$ 0eas*re %i0e-c$nsci$*sness I sh$! a% 0/ 2eis*re I 0*s% h*rr/ %$



;;

Ta42e +

S*00ar/ $# Ins%r*0en% I%e0s 4/ Varia42e an" T/!e $# Da%a

Varia42e Meas*res T/!e $# Da%a

In"e!en"en% Genera2 sh$!!in&charac%eris%ics In%er3a2

In"e!en"en%8 Res!$nses %$

"e!en"en% e>ci%e0en% In%er3a2

In"e!en"en%8

"e!en"en%

C$ns*0!%i$ns Pa%%erns

M$ne/ s!en% Ra%i$

I0!*2se !*rchasin& In%er3a2

De!en"en% Re!a%r$na&e in%en%i$n In%er3a2

In"e!en"en% E%hnici%/ N$0ina2

Descri!%i3e De0$&ra!hics

Se> N$0ina2

A&e

N*04er $# chi2"ren

Ra%i$

*n"er <

E"*ca%i$n

Ra%i$

Or"ina2

Inc$0e

Resi"en%ia2

Or"ina2

zi! c$"e N$ 0 ina2

c$0!2e%e 0/ sh$!!in& $n %i0e I *s*a22/ ha3e as 0*ch %i0e as I nee" %$ c$0!2e%e 0/

sh$!!in& an" I #ee2 !ress*re" %$ c$0!2e%e 0/ sh$!!in& *ic=2/. Each s%a%e0en% 6as

0eas*re" $n a ?-!$in% Li=er% sca2e ran&in& #r$0 < 7s%r$n&2/ "isa&ree9 %$ ? 7s%r$n&2/

a&ree9. Da%a c$22ec%e" 6ere in%er3a2 "a%a.

M$ne/ a3ai2a42e #$r sh$!!in& 6as 0eas*re" *sin& Bea%%/ an" Ferre22s 7<9

sca2e. The s%a%e0en%s inc2*"e" I "$ n$% #ee2 I can a##$r" %$ 0a=e an/ *n!2anne"

!*rchases I a0 $n a %i&h% 4*"&e% I #ee2 %ha% I ha3e e>%ra 0$ne/ %$ s!2*r&e a 2i%%2e $n

sh$!!in&. A ?-!$in% Li=er% sca2e 6as *se" ran&in& #r$0 < 7s%r$n&2/ "isa&ree9 %$ ?

7s%r$n&2/ a&ree9. The %/!e $# "a%a c$22ec%e" #$r %hese s%a%e0en%s 6as in%er3a2.



;

Bea%%/ an" Ferre22s 7<9 sca2e 6as a2s$ *se" #$r s%a%e0en%s 0eas*rin&

sh$!!in& en1$/0en%. The #$22$6in& #$*r s%a%e0en%s 6ere *se" Sh$!!in& is a 6as%e $#

%i0e Sh$!!in& is en%er%ainin& %$ 0e Sh$!!in& is a 6a/ I 2i=e %$ s!en" 0/ 2eis*re

%i0e an" Sh$!!in& is $ne $# 0/ #a3$ri%e ac%i3i%ies. A ?-!$in% Li=er% sca2e 6as a2s$

*se" ran&in& #r$0 < 7s%r$n&2/ "isa&ree9 %$ ? 7s%r$n&2/ a&ree9. The "a%a c$22ec%e" 6ere

in%er3a2.

F$r c$0!*2si3e sh$!!in& %en"encies Fa4er an" OG*inns 7<+9 sca2e 6as

e0!2$/e". Three $# si> a3ai2a42e s%a%e0en%s 6ere *se" inc2*"in& I# I ha3e an/ 0$ne/

2e#% a% %he en" $# %he !a/ !eri$" I 1*s% ha3e %$ s!en" i% I ha3e 4$*&h% %hin&s e3en

%h$*&h I c$*2"n% a##$r" %he0 I ha3e 4$*&h% 0/se2# s$0e%hin& in $r"er %$ 0a=e 0/se2#

#ee2 4e%%er an" I #ee2 $%hers 6$*2" 4e h$rri#ie" i# %he/ =ne6 $# 0/ s!en"in& ha4i%s.

The %hree s%a%e0en%s *se" 6ere ch$sen since %he/ a!!eare" 0$s% a!!r$!ria%e in

&a*&in& c$0!*2si3e 4eha3i$r. A22 s%a%e0en%s 6ere 0eas*re" $n a ?-!$in% Li=er% sca2e

ran&in& #r$0 < 7s%r$n&2/ "isa&ree9 %$ ? 7s%r$n&2/ a&ree9. The "a%a c$22ec%e" 6ere in%er3a2.

Responses to Excitement

In 0eas*rin& res!$nses %$ e>ci%e0en% in %he 0a22 Wa=e#ie2" an" Ba=ers 7<9

sca2e 6as *se". Wa=e#ie2" an" Ba=ers 7<9 s%*"/ !r$3i"es #i3e se%s $# a"1ec%i3es

ran&in& #r$0 ne&a%i3e %$ !$si%i3e 7e.&. *ne>ci%in& e>ci%in& an" "*22 in%eres%in&9. F$r

%his research s%*"/ *es%i$ns 6ere #$r0*2a%e" *sin& %he !$si%i3e a"1ec%i3e $# %6$ $# %hese

ran&es. S%a%e0en%s *se" 6ere This 0a22 is e>ci%in& an" I #in" %his 0a22 %$ 4e

in%eres%in&. A ?-!$in% Li=er% sca2e 6as *se" ran&in& #r$0 < 7s%r$n&2/ "isa&ree9 %$ ?

7s%r$n&2/ a&ree9. The %/!e $# "a%a c$22ec%e" 6as in%er3a2.

Consumption Patterns



;@

H$*rs s!en% an" 0$ne/ s!en% a% %he 0a22 6ere 0eas*re" *sin& 0*2%i!2e ch$ice

*es%i$ns. F$r h$*rs s!en% a% %he 0a22 res!$n"en%s ans6ere" %he *es%i$n H$6 0*ch

%i0e "i" /$* s!en" a% Gra!e3ine Mi22s %$"a/Q Res!$n"en%s 6ere a42e %$ 6ri%e in %he

n*04er $# h$*rs an" 0in*%es %he/ ha" s!en% a% %he 0a22. Da%a c$22ec%e" #$r a0$*n% $#

%i0e s!en% a% %he 0a22 6ere ra%i$. F$r %he a0$*n% $# 0$ne/ s!en% a% %he 0a22 res!$n"en%s

ans6ere" %he *es%i$n H$6 0*ch 0$ne/ "i" /$* s!en" a% Gra!e3ine Mi22s %$"a/Q

Res!$n"en%s 6ere %hen a42e %$ ch$$se #r$0 a ran&e $# %en ch$ices inc2*"in& 7<9 J,-J+@

7+9 J+:-J@, 7;9 J@<-J<,, 79 J<,<-J<@, 7@9 J<@<-J+,, 7:9 J+,<-J+@, 7?9 J+@<-J;,,

79 J;,<-J;@, 79 J;@<-J,, an" 7<,9 M$re %han J,,. Da%a c$22ec%e" 6ere a2s$ ra%i$.

I0!*2se 4*/in& 6as 0eas*re" *sin& Bea%%/ an" Ferre22Ks 7<9 sca2e. A22 %hree

s%a%e0en%s *se" in %heir s%*"/ 6ere a2s$ *se" #$r %his s%*"/. The s%a%e0en%s inc2*"e" I

0a"e *n!2anne" !*rchases 6hi2e sh$!!in& %$"a/ I% is #*n %$ 4*/ s!$n%ane$*s2/ a% %his

0a22 an" As I 6as sh$!!in& I 4$*&h% %hin&s %ha% I "i" n$% in%en" %$ !*rchase.

Res!$n"en%s 6ere as=e" %$ 0eas*re %heir 2e3e2 $# a&ree0en% $r "isa&ree0en% *sin& a ?-

!$in% Li=er% sca2e ran&in& #r$0 < 7s%r$n&2/ "isa&ree9 %$ ? 7s%r$n&2/ a&ree9. The "a%a

c$22ec%e" 6ere in%er3a2.

Re!a%r$na&e in%en%i$n 6as 0eas*re" *sin& Wa=e#ie2" an" Ba=erKs 7<9 sca2e

6hich 6as a"a!%e" #r$0 %he sca2e "e3e2$!e" 4/ O2i3er an" S6an 7<9. Wa=e#ie2" an"

Ba=ers 7<9 s%*"/ !r$3i"e" #$*r "i##eren% se%s $# a"1ec%i3es !er%ainin& %$ 0a22

re!a%r$na&e in%en%i$n 7i.e. *n2i=e2/ 2i=e2/ an" i0!$ssi42e 3er/ !$ssi42e9. In %his s%*"/

$ne *es%i$n 6as "e3e2$!e" *sin& %he !$si%i3e a"1ec%i3e $# $ne $# %hese ran&es. The

s%a%e0en% "e3e2$!e" 6as Wi%hin %he ne>% ; 0$n%hs i% is 3er/ 2i=e2/ %ha% I 6i22 sh$! a%



;:

%his 0a22 a&ain. A ?-!$in% Li=er% sca2e 6as *se" ran&in& #r$0 < 7s%r$n&2/ "isa&ree9 %$ ?

7s%r$n&2/ a&ree9. The "a%a c$22ec%e" #$r re!a%r$na&e in%en%i$n 6ere in%er3a2.

C$ns*0er "e0$&ra!hic charac%eris%ics 6ere 0eas*re" #$r &en"er a&e e%hnici%/

n*04er $# chi2"ren *n"er < in h$*seh$2" e"*ca%i$n an" inc$0e. Res!$n"en%s 6ere

a2s$ as=e" %$ !r$3i"e %heir resi"en%ia2 zi! c$"e. Gen"er 6as 0eas*re" 4/ as=in&

res!$n"en%s %$ ch$$se 4e%6een 0a2e an" #e0a2e. Th*s %he %/!e $# 3aria42e 6as n$0ina2.

The %/!e $# "a%a c$22ec%e" #$r a&e 6as ra%i$. E%hnici%/ 6as a n$0ina2 3aria42e %ha% 6as

0eas*re" *sin& si> &r$*!s A#rican-A0erican His!anic Ca*casian Asian $r Paci#ic

Is2an"er Na%i3e A0erican an" $%her. The %/!e $# "a%a c$22ec%e" #$r %he n*04er $#

chi2"ren *n"er %he a&e $# < %ha% 2i3e in %heir h$0e 6as ra%i$. E"*ca%i$n 6as an $r"ina2

"a%a %ha% 6ere 0eas*re" *sin& #i3e ch$ices hi&h sch$$2 $r 2ess Ass$cia%e "e&ree

Bache2$rs "e&ree &ra"*a%e "e&ree an" $%her. Inc$0e 6as 0eas*re" as in%er3a2 "a%a %ha%

c$nsis% $# si> ca%e&$ries 2ess %han J+,,,, J+,,,, - J; J,,,, - J@

J:,,,, - J? J,,,, - J an" J<,,,,, $r 0$re.

P$!*2a%i$n an" Sa0 !2e

The !$!*2a%i$n c$nsis%s $# a22 His!anic-A0ericans an" An&2$-A0ericans $3er %he

a&e $# < 6h$ ha3e 3isi%e" a sh$!!in& 0a22 4e#$re. D*e %$ %i0e an" c$s% res%rain%s a

sa0!2e $# %he !$!*2a%i$n 6as *se" #$r %his research s%*"/. The sa0!2e c$nsis%e" $#

sh$!!ers $# a sh$!!in& 0a22 in a N$r%h Te>as ci%/ an" sh$!!ers $# a sh$!!in& 0a22 in a

S$*%h Te>as ci%/. The res!$n"en%s 6ere se2ec%e" #r$0 a0$n& 0a22 sh$!!ers 6i%h s!ecia2

a%%en%i$n &i3en %$ !ercei3e" e%hnic i"en%i#ica%i$n. The c$0!2e%e" "a%a #r$0 His!anic-

A0ericans 6ere @ an" %he c$0!2e%e" "a%a #r$0 An&2$-A0ericans 6ere <<.



;?

Da%a C$22ec%i$n

This research s%*"/ *se" a 0a22 in%erce!% s*r3e/ %$ c$22ec% "a%a. 'n"er&ra"*a%e

an" &ra"*a%e s%*"en%s ser3e" as in%er3ie6ers. In%er3ie6ers s$2ici%e" 0a22 sh$!!ers

!ar%ici!a%i$n 4ase" $n %heir !erce!%i$n $# a&e 7< /ears $r $2"er9 an" e%hnici%/ 7His!anic-

A0erican $r An&2$-A0erican9. The/ 6ere as=e" %$ a%%e0!% %$ c$22ec% an e3en

"is%ri4*%i$n $# s*r3e/s #r$0 His!anic-A0ericans an" An&2$-A0ericans. Da%a c$22ec%i$n

6as i0!2e0en%e" $3er a !eri$" $# %hree 6ee=en"s in 5*2/ +,,<. D*rin& %he #irs% 6ee=en"

"a%a c$22ec%i$n 6as !er#$r0e" $n 4$%h Sa%*r"a/ an" S*n"a/ #r$0 <,, !0 %$ @,, !0.

A#%er %he #irs% 6ee=en" $# "a%a c$22ec%i$n i% 6as "e%er0ine" %ha% S*n"a/s 6ere n$% i"ea2

#$r c$22ec%in& an acce!%a42e n*04er $# s*r3e/s. On %he #$22$6in& %6$ 6ee=en"s "a%a

c$22ec%i$n 6as !er#$r0e" $n2/ $n Sa%*r"a/s #r$0 <,, !0 %$ @,, !0. In an a%%e0!% %$

sec*re !ar%ici!a%i$n !r$s!ec%i3e res!$n"en%s 6ere $##ere" a ch$ice #r$0 a 3arie%/ $#

c$*!$ns 6i%h a 3a2*e $# J@-J a3ai2a42e #$r res%a*ran%s an" en%er%ain0en% $*%2e%s insi"e

$r near %he 0a22.

Da%a Ana2/ses

The "a%a c$22ec%e" #$r %his research s%*"/ 6as c$0!i2e" an" ana2/ze" *sin& %he

S%a%is%ica2 Pac=a&e #$r %he S$cia2 Sciences 7SPSS9. A s*00ar/ $# s%a%is%ica2 %es%s *se" #$r

"a%a ana2/ses is !resen%e" in Ta42e ;.

Descri!%i3e s%a%is%ics s*ch as #re*enc/ "is%ri4*%i$ns an" !ercen%a&es 6ere *se" %$

"escri4e %he sa0!2e. Da%a re"*c%i$n 6as a!!2ie" %$ %he a&e 3aria42e. On %he s*r3e/

res!$n"en%s 6ere a42e %$ 6ri%e in %heir e>ac% a&e. La%er a&e 6as re"*ce" in%$ se3en

ca%e&$ries 7<9 < -+< 7+9 ++-+@ 7;9 +:-;@ 79 ;:-@ 7@9 :-@@ 7:9 @:-:@ an" 7?9 $3er

:@.



;

Factor Analysis

Fac%$r ana2/sis 6as *se" %$ re"*ce %he &enera2 sh$!!in& charac%eris%ics in%$

#ac%$rs. Ei&en 3a2*e &rea%er %han < #ac%$r 2$a"in& $# .@, $r hi&her an" Cr$n4achs a2!ha

hi&her %han .:, 6ere *se" as %he cri%eria.

Analysis of Variance

Ana2/sis $# 3ariance 7ANOVA9 6as *se" %$ in %es%in& h/!$%hesis < 6hich s%a%e"

%ha% His!anic-A0ericans an" An&2$-A0ericans 6$*2" "i##er in %er0s $# &enera2 sh$!!in&

charac%eris%ics. In %es%in& h/!$%hesis < %he %hree *sa42e #ac%$rs %ha% e0er&e" #r$0 #ac%$r

ana2/sis Enchan%e" Sh$!!er C$0!*2si3e Sh$!!er an" Ti0e-C$nsci$*s Sh$!!er 6ere

*se". H/!$%hesis + 6as a2s$ %es%e" *sin& ANOVA %$ "e%er0ine i# His!anic-A0ericans

"i##ere" #r$0 An&2$-A0ericans in %er0s $# res!$nses %$ e>ci%e0en%. F$r h/!$%hesis ;

ANOVA 6as *se" %$ c$0!are His!anic-A0ericans an" An&2$-A0ericans in %er0s $#

%heir c$ns*0!%i$n !a%%erns inc2*"in& 0$ne/ s!en% an" i0!*2se !*rchasin&. H/!$%hesis

6as %es%e" %$ "e%er0ine i# %he %6$ e%hnic &r$*!s "i##ere" in %er0s $# re!a%r$na&e

in%en%i$n.

Regression Analyses

Re&ressi$n ana2/ses 6ere *se" %$ %es% h/!$%heses @ : an" ?. F$r %es%in&

h/!$%hesis @ e%hnici%/ an" %he #ac%$rs $# &enera2 sh$!!in& charac%eris%ics 6ere %he

!re"ic%$rs 6hi2e %he "e!en"en% 3aria42e 6as res!$nses %$ e>ci%e0en%. E%hnici%/ a

ca%e&$rica2 3aria42e 6as en%ere" as a "*00/ 3aria42e 7, An&2$-A0erican an" <

His!anic-A0erican9. F$r h/!$%hesis : res!$nses %$ e>ci%e0en% 6as %he !re"ic%$r an" %he

"e!en"en% 3aria42e 6as c$ns*0!%i$n !a%%ern inc2*"in& 0$ne/ s!en% an" i0!*2se

!*rchasin&. Fina22/ #$r h/!$%hesis ? c$ns*0!%i$n !a%%ern c$nsis%in& $# 0$ne/ s!en%



;

Ta42e ;S*00ar/ $# S%a%is%ica2 Tes%s 'se" #$r Da%a Ana2/ses

In"e!en"en% Varia42es De!en"en% Varia42es S%a%is%ica2 Pr$ce"*res

De0$&ra!hic charac%eris%ics Descri!%i3e

Genera2 sh$!!in&

charac%eris%ics Fac%$r ana2/sis

E%hnici%/ Genera2 sh$!!in& ANOVA

charac%eris%ics

Res!$nses %$ e>ci%e0en%

M$ne/ s!en%

I0!*2se !*rchasin&

Re!a%r$na&e in%en%i$n

Genera2 sh$!!in&

charac%eris%ics #ac%$rs Res!$nses %$ e>ci%e0en% Re&ressi$n

Res!$nses %$ e>ci%e0en% C$ns*0!%i$n Pa%%erns Re&ressi$n

C$ns* 0 !%i$n Pa%%erns Re!a%r$na&e In%en%i$n Re&ressi$n

an" i0!*2se !*rchasin& ser3e" as %he !re"ic%$rs an" %he "e!en"en% 3aria42e 6as

re!a%r$na&e in%en%i$n. The si&ni#icance 6as "e%er0ine" a% %he .< 2e3e2 ins%ea" $# %he .,@

2e3e2 "*e %$ %he re2a%i3e2/ s0a22 sa0!2e size.



,

CHAPTER

RES'LTS

The &$a2 $# %his s%*"/ is %$ "e%er0ine i# e%hnici%/ a##ec%s c$ns*0ers &enera2

sh$!!in& charac%eris%ics res!$nses %$ e>ci%e0en% c$ns*0!%i$n !a%%erns an" re!a%r$na&e

in%en%i$n. A2s$ %he s%*"/ ai0s %$ es%a42ish %he e##ec%s res!$nses %$ e>ci%e0en% ha3e $n

%he c$ns*0!%i$n !a%%erns as 6e22 as %he e##ec% %he c$ns*0!%i$n !a%%erns ha3e $n

re!a%r$na&e in%en%i$n. This cha!%er inc2*"es sec%i$ns $n "e0$&ra!hic charac%eris%ics $#

%he sa0!2e #ac%$r ana2/sis ana2/sis $# 3ariance an" re&ressi$n ana2/sis.

De0$&ra!hic Charac%eris%ics

A "e0$&ra!hic !r$#i2e $# %he res!$n"en%s is s*00arize" in Ta42e . The %a42e

in"ica%es %ha% +.? $# %he res!$n"en%s 6ere His!anic-A0erican 6hi2e @?.; 6ere

An&2$-A0erican. A %$%a2 $# ;.? $# res!$n"en%s 6ere 0a2e 6hi2e @:.; 6ere #e0a2e.

The a&e $# %he res!$n"en%s 3arie" 6i%h <:.+ $# res!$n"en%s 4e%6een %he a&es $# < an"

+< +,.: 4e%6een %he a&es $# ++ an" +@ ;;.? 4e%6een %he a&es $# +: an" ;@ <@.:

4e%6een %he a&es $# ;: an" @ <+.< 4e%6een %he a&es $# : an" @@ <., 4e%6een %he

a&es $# @: an" :@ an" an$%her <., $3er %he a&e $# :@. A20$s% ha2# $# a22 res!$n"en%s

+.+ !ercen% in"ica%e" %he/ ha" n$ chi2"ren *n"er %he a&e $# < 2i3in& in %heir h$*seh$2"

6hi2e an$%her ;?.+ s%a%in& %he/ ha" < $r + chi2"ren *n"er %he a&e $# < 2i3in& in %heir

h$*seh$2". A %$%a2 $# ;;.? $# res!$n"en%s in"ica%e" %heir hi&hes% 2e3e2 $# e"*ca%i$n



<

Ta42e De0$&ra!hic Charac%eris%ics $# Sa0!2e

Fre*enc/

Varia42e 7n <9 Percen%

Ethnicity

His!anic-A0erican @ +.?

An&2$-A0erican << @?.;

Gender

Ma2e ? ;.?

Fe0a2e <<+ @:.;

Age

<-+< ;+ <:.<

++-+@ < +,.:

+:-;@ :? ;;.?

;:-@ ;< <@.:

:-@@ + <+.<

@:-:@ + <.,

O3er :@ + <.,

Number of children under !

in household

, +.+

< ;? <.:

+ ;? <.:

; <; :.@

.,

+ <.,

Education le"el

Hi&h sch$$2 $r 2ess :? ;;.?

Ass$cia%e "e&ree ;, <@.<

Bache2$rKs "e&ree @ +.<

Gra"*a%e "e&ree +@ <+.:

O%her <: .,

#ncome le"el

Less %han J+,,,, ;, <@.<

J+,,,, - J; ? +;.:

J,,,, - J@ < +,.:

J:,,,, - J? + <+.<

J,,,, - J < .,

J<,,,,, $r 0 $ re ;+ <:.<

c$0!2e%e" as hi&h sch$$2 $r 2ess <@.< c$0!2e%e" %heir Ass$cia%e "e&ree +.<

c$0!2e%e" %heir Bache2$rs "e&ree an" <+.: ha" c$0!2e%e" %heir &ra"*a%e "e&ree. F$r

inc$0e 2e3e2 <@.< $# res!$n"en%s in"ica%e" earnin& 2ess %han J+,,,, +;.: earne"



+

4e%6een J+,,,, an" J; +,.: earne" 4e%6een J,,,, an" J@ <+.<

earne" 4e%6een J:,,,, an" J? ., earne" 4e%6een J,,,, an" J an"

<:.< earne" J<,,,,, $r 0$re

Fac%$r Ana2/sis

General Shopping Characteristics

A #ac%$r ana2/sis 6as !er#$r0e" $n %he <@ in"i3i"*a2 3aria42es 6hich 0a"e *! %he

&enera2 sh$!!in& charac%eris%ics. As s*00arize" in Ta42e @ %he 3aria42es 2$a"e" $n #$*r

se!ara%e #ac%$rs 6i%h ei&en 3a2*es &rea%er %han < 6hich %$&e%her e>!2aine" @.:, $# %he

3ariance. Fac%$r 2$a"in&s ran&e" #r$0 ,. %$ ,.+.

Fac%$r < Enchan%e" Sh$!!er 6as c$0!$se" $# #i3e 3aria42es inc2*"in& I sh$!

a% 0/ 2eis*re Sh$!!in& is en%er%ainin& %$ 0e Sh$!!in& is a 6a/ I 2i=e %$ s!en" 0/

2eis*re %i0e Sh$!!in& is $ne $# 0/ #a3$ri%e ac%i3i%ies an" I #ee2 I ha3e e>%ra 0$ne/

%$ s!2*r&e a 2i%%2e $n sh$!!in&. The Cr$n4achs a2!ha #$r #ac%$r < 6as ,.?.

Fac%$r + C$0!*2si3e Sh$!!er a2s$ c$nsis%e" $# #i3e "i##eren% 3aria42es. The/

inc2*"e" I# I ha3e an/ 0$ne/ 2e#% a% %he en" $# %he !a/ !eri$" I 1*s% ha3e %$ s!en" i%

I ha3e 4$*&h% %hin&s e3en %h$*&h I c$*2"nK% a##$r" %he0 I ha3e 4$*&h% 0/se2#

s$0e%hin& in $r"er %$ 0a=e 0/se2# #ee2 4e%%er I a0 $n a %i&h% 4*"&e% 7re3erse" sc$re9

an" I #ee2 $%hers 6$*2" 4e h$rri#ie" i# %he/ =ne6 $# 0/ s!en"in& ha4i%s. The

Cr$n4achHs a2!ha #$r #ac%$r + 6as ,.?+.

Fac%$r ; Ti0e-C$nsci$*s Sh$!!er c$nsis%e" $# %6$ 3aria42es inc2*"in& I 0*s%

h*rr/ %$ c$0!2e%e 0/ sh$!!in& $n %i0e an" I #ee2 !ress*re" %$ c$0!2e%e 0/ sh$!!in&

$n %i0e. B$%h $# %he 3aria42es ha" %heir sc$res re3erse". The Cr$n4achs a2!ha 3a2*e #$r

#ac%$r ; 6as ,.:.



;

Fac%$r c$nsis%e" $# %6$ 3aria42es inc2*"in& I "$ n$% #ee2 I can a##$r" %$ 0a=e

an/ *n!2anne" !*rchases an" Sh$!!in& is a 6as%e $# %i0e 4$%h 6hich ha" re3erse"

sc$res. H$6e3er %his #ac%$r 6as e>c2*"e" #r$0 #*r%her ana2/ses "*e %$ 2$6 Cr$n4achs

a2!ha 7 .+9.

The $ri&ina2 #$*r #ac%$rs "eri3e" #r$0 %he 2i%era%*re 7Bea%%/ Ferre22 < an"

Fa4er OG*inn <+9 6ere %i0e a3ai2a42e 0$ne/ a3ai2a42e sh$!!in& en1$/0en% an"

c$0!*2si3e 4*/in&. F$r %i0e a3ai2a42e %he $ri&ina2 #ac%$r c$n%aine" #$*r 3aria42es

inc2*"in& I sh$! a% 0/ 2eis*re I 0*s% h*rr/ %$ c$0!2e%e 0/ sh$!!in& $n %i0e

7re3erse" sc$re9 I #ee2 !ress*re" %$ c$0!2e%e 0/ sh$!!in& $n %i0e 7re3erse" sc$re9

an" I *s*a22/ ha3e en$*&h %i0e %$ c$0!2e%e 0/ sh$!!in& $n %i0e. F$r 0$ne/

a3ai2a42e %he $ri&ina2 3aria42es 6ere I "$ n$% #ee2 I can a##$r" %$ 0a=e an/ *n!2anne"

!*rchases 7re3erse" sc$re9 I a0 $n a %i&h% 4*"&e% 7re3erse" sc$re9 an" I #ee2 %ha% I

ha3e e>%ra 0$ne/ %$ s!2*r&e a 2i%%2e $n sh$!!in&. Sh$!!in& en1$/0en% $ri&ina22/

c$nsis%e" $# %he #$22$6in& #$*r 3aria42es The $ri&ina2 #ac%$r #$r Enchan%e" Sh$!!er

c$nsis%e" $# #$*r 3aria42es inc2*"in& Sh$!!in& is a 6as%e $# %i0e 7re3erse" sc$re9

Sh$!!in& is en%er%ainin& %$ 0e Sh$!!in& is a 6a/ I 2i=e %$ s!en" 0/ 2eis*re %i0e

an" Sh$!!in& is $ne $# 0/ #a3$ri%e ac%i3i%ies. C$0!*2si3e 4*/in& $ri&ina22/ c$nsis%e"

$# #$*r 3aria42es I# I ha3e an/ 0$ne/ 2e#% a% %he en" $# %he !a/ !eri$" I 1*s% ha3e %$

s!en" i% I ha3e 4$*&h% %hin&s e3en %h$*&h I c$*2"n% a##$r" %he0 I ha3e 4$*&h%

0/se2# s$0e%hin& in $r"er %$ 0a=e 0/se2# #ee2 4e%%er an" I #ee2 $%hers 6$*2" 4e

h$rri#ie" i# %he/ =ne6 $# 0/ s!en"in& ha4i%s.



A#%er #ac%$r ana2/sis $# %he &enera2 sh$!!in& charac%eris%ic 3aria42es #$*r #ac%$rs

e3$23e" in %his s%*"/. H$6e3er $n2/ %hree #ac%$rs 6ere *sa42e. Ta42e @ !resen%s %he

#ac%$rs %ha% e3$23e" as a res*2% $# #ac%$r ana2/sis. Enchan%e" Sh$!!er c$nsis%e" $# %he

#$22$6in& s%a%e0en%s I sh$! a% 0/ 2eis*re Sh$!!in& is en%er%ainin& %$ 0eG

Sh$!!in& is a 6a/ I 2i=e %$ s!en" 0/ 2eis*re %i0e Sh$!!in& is $ne $# 0/ #a3$ri%e

ac%i3i%ies an" I #ee2 I ha3e e>%ra 0$ne/ %$ s!2*r&e a 2i%%2e $n sh$!!in&. C$0!*2si3e

Sh$!!er c$nsis%e" $# #i3e s%a%e0en% inc2*"in& I# I ha3e an/ 0$ne/ 2e#% a% %he en" $# %he

!a/ !eri$" I 1*s% ha3e %$ s!en" i% I ha3e 4$*&h% %hin&s e3en %h$*&h I c$*2"n% a##$r"

%he0 I ha3e 4$*&h% 0/se2# s$0e%hin& in $r"er %$ 0a=e 0/se2# #ee2 4e%%er I a0 $n a

%i&h% 4*"&e% an" I #ee2 $%hers 6$*2" 4e h$rri#ie" i# %he/ =ne6 $# 0/ s!en"in& ha4i%s.

Ti0e-c$nsci$*s Sh$!!er c$n%aine" %6$ 3aria42es inc2*"in& I 0*s% h*rr/ %$ c$0 !2e%e

0/ sh$!!in& $n %i0e 7re3erse" sc$re9 an" I #ee2 !ress*re" %$ c$0!2e%e 0/ sh$!!in&

$n %i0e 7re3erse" sc$re9. The #$*r%h #ac%$r !r$3e" *n*sa42e "*e %$ 2$6 Cr$n4achs

a2!ha.

Fac%$r sc$res 6ere c$0!*%e" #$r each *sa42e #ac%$r. The sc$res #$r a22 s%a%e0en%s

!er%ainin& %$ each #ac%$r 6ere a""e" an" "i3i"e" 4/ %he %$%a2 n*04er $# s%a%e0en%s.

H/!$%heses Tes%in&

H/!$%hesis < 6as %$ %es% 6he%her His!anic-A0ericans an" An&2$-A0ericans

"i##er in &enera2 sh$!!in& charac%eris%ics. As n$%e" in Ta42e : $n2/ #ac%$r + C$0!*2si3e

Sh$!!er 6as si&ni#ican% a% .< 2e3e2. The 0ean sc$re #$r His!anic-A0ericans 6as ;.

an" #$r An&2$-A0ericans 6as ;.@. His!anic-A0ericans "is!2a/e" hi&her 2e3e2s $#

c$0!*2si3e 4*/in& 4eha3i$r %han An&2$-A0ericans "i". Th*s h/!$%hesis < 6as !ar%ia22/

s*!!$r%e".



@

Ta42e @

Fac%$r ana2/sis $# Genera2 Sh$!!in& Charac%eris%ics

Ei&en Fac%$r

Fac%$r I%e 0 s A2!ha Va2*e Variance L$a"in& Enchanted Shopper ,.? ;. <.

I sh$! a% 0/ 2eis*re. ,.@@

Sh$!!in& is en%er%ainin& %$ 0e. ,.?

Sh$!!in& is a 6a/ I 2i=e %$ s!en" 0/ 2eis*re %i0e. ,.,

Sh$!!in& is $ne $# 0/ #a3$ri%e ac%i3i%ies. ,.?I #ee2 I ha3e e>%ra 0$ne/ %$ s!2*r&e a 2i%%2e $n

sh$!!in&. ,.@@

Compulsi"e Shopper ,.?+ +.@ <?.@:

I# I ha3e an/ 0$ne/ 2e#% a% %he en" $# %he !a/ !eri$" I ,.?,

1*s% ha3e %$ s!en" i%.I ha3e 4$*&h% %hin&s e3en %h$*&h I c$*2"nK% a##$r"

%he0. ,.?

I ha3e 4$*&h% 0/se2# s$0e%hin& in $r"er %$ 0a=e0/se2# ,.@:

#ee2 4e%%er.

I a0 $n a %i&h% 4*"&e%.<

,.:

I #ee2 $%hers 6$*2" 4e h$rri#ie" i# %he/ =ne6 $# 0/ ,.::

s!en"in& ha4i%s.

$ime%Conscious Shopper ,.: <.;+ <+.@?

I 0*s% h*rr/ %$ c$0!2e%e 0/ sh$!!in& $n %i0e.<

,.?

I #ee2 !ress*re" %$ c$0!2e%e 0/ sh$!!in& $n %i0e.<

,.+

Factor & ,.+ <.< <,.

I "$ n$% #ee2 I can a##$r" %$ 0a=e an/ *n!2anne" ,.<

!*rchases.<

Sh$!!in& is a 6as%e $# %i0e.<

,.<re3erse" sc$re

H/!$%hesis + %es%e" 6he%her %he %6$ e%hnic &r$*!s "i##er in %heir res!$nses %$

e>ci%e0en%. H/!$%hesis + 6as s*!!$r%e" 6i%h res!$nses %$ e>ci%e0en% 4ein& si&ni#ican%

a% .< 2e3e2. Ta42e ? sh$6s %he 0ean sc$res #$r His!anic-A0ericans an" An&2$-A0ericans

6as @.:; an" @.+ res!ec%i3e2/. His!anic-A0ericans 6ere #$*n" %$ ha3e 0$re !$si%i3e

res!$nses %$ e>ci%e0en% %han An&2$-A0ericans "i".



?

Tes%in& h/!$%hesis ; "e0$ns%ra%e" %ha% %here 6as a si&ni#ican% "i##erence 4e%6een

His!anic-A0ericans an" An&2$-A0ericans in c$ns*0!%i$n !a%%erns. M$ne/ s!en% 6as

si&ni#ican% a% .,,< 2e3e2. Ta42e sh$6s 0ean sc$res #$r His!anic-A0ericans an" An&2$-

A0ericans 6as ;.,: an" +.< res!ec%i3e2/. I0!*2se !*rchases 6as si&ni#ican% a% .<

2e3e2. The 0ean sc$re #$r His!anic-A0ericans 6as .@ 6hi2e %he 0ean sc$re #$r An&2$-

A0ericans 6as .,?. His!anic-A0ericans s!en% 0$re 0$ne/ an" "i" 0$re i0!*2se

!*rchasin& %han An&2$-A0ericans "i". There#$re h/!$%hesis ; 6as s*!!$r%e".

H/!$%hesis !r$3e" %ha% re!a%r$na&e in%en%i$n 6as si&ni#ican% a% .,< 2e3e2. The

0ean sc$re #$r His!anic-A0ericans 6as @.? an" #$r An&2$-A0ericans 6as .:. Ta42e

i22*s%ra%es %ha% h/!$%hesis 6as s*!!$r%e" since i% 6as "e%er0ine" %ha% His!anic-

A0ericans 6ere 0$re 2i=e2/ %$ re%*rn %$ %he 0a22 %han An&2$-A0ericans 6ere.

H/!$%hesis 6as s*!!$r%e".

H/!$%hesis @ "e%er0ine" 6he%her e%hnici%/ an" &enera2 sh$!!in& charac%eris%ics

!re"ic%e" res!$nses %$ e>ci%e0en% a% %he 0a22. E>ci%e0en% 6as !re"ic%e" 4/ %6$ #ac%$rs

Enchan%e" Sh$!!er 7I sh$! a% 0/ 2eis*re Sh$!!in& is en%er%ainin& %$ 0e Sh$!!in&

is a 6a/ I 2i=e %$ s!en" 0/ 2eis*re %i0e Sh$!!in& is $ne $# 0/ #a3$ri%e ac%i3i%ies an"

I #ee2 I ha3e e>%ra 0$ne/ %$ s!2*r&e a 2i%%2e $n sh$!!in&9 an" Leis*re Sh$!!er 7I 0*s%

h*rr/ %$ c$0!2e%e 0/ sh$!!in& $n %i0e an" I #ee2 !ress*re" %$ c$0!2e%e 0/ sh$!!in&

$n %i0e9. C$ns*0ers 6h$ en1$/ sh$!!in& an" 6h$ ha3e %i0e %$ &$ sh$!!in& "is!2a/

0$re !$si%i3e res!$nses %$ e>ci%e0en%. Ta42e <, sh$6s %he R +6as ,.<?@ 7F .?:; ! U

,.,,<9. E%hnici%/ an" %he C$0!*2si3e Sh$!!er #ac%$r 6ere n$% si&ni#ican%.

H/!$%hesis : "e%er0ine" 6he%her res!$nses %$ e>ci%e0en% !re"ic%e" %he

c$ns*0!%i$n !a%%erns 6hich c$nsis%e" $# 0$ne/ s!en% an" i0!*2se !*rchasin&. B$%h



Ta42e

Ma22 C$ns*0!%i$n Pa%%erns 4/ E%hnic Gr$*!

His!anic- An&2$-

Varia42e A 0 ericans A 0 ericans F-s%a%is%ic 'oney Spent

;.,: +.< <.+,

H$6 0*ch 0$ne/ "i" /$* s!en" a% Gra!e3ine Mi22s %$"a/Q+

#mpulse Purchases(

.@ .,? ;.@:@

I 0a"e *n!2anne" !*rchases 6hi2e sh$!!in& %$"a/

I% is #*n %$ 4*/ s!$n%ane$*s2/ a% %his 0a22

As I 6as sh$!!in& I 4$*&h% %hin&s %ha% I "i" n$% in%en" %$

!*rchase.<< J, - J+@ + J+: - J@, ; J@< - J<,, J<,< - J<@, @ J<@< - J+,, : J+,< - J+@, ? J+@< -

J;,, J;,< - J;@, J;@<- J,, <, M$re %han J,,+Sc$res are 4ase" $n a ?-!$in% ra%in& sca2e 7< s%r$n&2/ "isa&ree ? s%r$n&2/ a&ree9

! U .<! U .,,<

Ta42e

Re!a%r$na&e In%en%i$n 4/ E%hnic Gr$*!

Varia42e

His!anic-

A0ericans

An&2$-

A0ericans F-s%a%is%ic

Repatronage #ntention @.? .: :.,<

Wi%hin %he ne>% ; 0$n%hs i% is 3er/ 2i=e2/ %ha% I 6i22 sh$! a%

%his 0a22 a&ain<Sc$res are 4ase" $n a ?-!$in% ra%in& sca2e 7< s%r$n&2/ "isa&ree ? s%r$n&2/ a&ree9

! U .,<

0$ne/ s!en% 7F ?.:? ! U .,<9 an" i0!*2se !*rchases 7F <.< ! U .,,<9 6ere

a##ec%e" 4/ res!$nses %$ e>ci%e0en%. Ta42e << sh$6s %ha% c$ns*0ers 6h$ "is!2a/e" 0$re

!$si%i3e res!$nses %$ e>ci%e0en% s!en% 0$re 0$ne/ an" 0a"e 0$re i0!*2se !*rchases.

H/!$%hesis : 6as s*!!$r%e".

H/!$%hesis ? s%a%e" %ha% %he c$ns*0!%i$n !a%%erns 70$ne/ s!en% an" i0!*2se

!*rchasin&9 6$*2" a##ec% re!a%r$na&e in%en%i$n. H$6e3er $n2/ i0!*2se !*rchasin& 6as a

!re"ic%$r $# re!a%r$na&e in%en%i$n 7F ;.??, ! U .,<9. Ta42e <+ in"ica%es %ha% %he 0$re



Ta42e <,Re&ressi$n Ana2/sis Pre"ic%$rs $# Res!$nses %$ E>ci%e0en%

Res!$nses %$

Varia 4 2es E > ci%e 0 e n %

E%hnici%/ ,.,+

Enchan%e" sh$!!er ,.;;

C$0!*2si3e sh$!!er ,.,::

Leis*re sh$!!er ,.+<

Fina2 s%a%is%ics

R ,.<

SS @.@+

"# .,,,

MS

F

<.::

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R

+

,.<?@A"1*s%e" R

+,.<@?

! U .,,<

Ta42e <<Re&ressi$n Ana2/sis Pre"ic%$rs $# C$ns*0!%i$n Pa%%erns

M$ne/ I0!*2se

Varia42es S!en% P*rchases

Res!$nses %$ e>ci%e0en% .<: .+;

Fina2 s%a%is%icsR ,.<: ,.+;

SS ++.,< <,,.:+@

"# <.,,, <.,,,

MS

F

++.,<

?.:?

<,,.:+@

<.<

R + ,.,; ,.<?

A"1*s%e" R + ,.,;; ,.<?@

! U .,,<

0$ne/ s!en% an" %he 0$re i0!*2se !*rchases 0a"e %he 0$re 2i=e2/ %he sh$!!er 6as %$

re%*rn %$ %he 0a22. Th*s h/!$%hesis ? 6as !ar%ia22/ s*!!$r%e".

Re"ised 'odel

Base" $n %he h/!$%hesis %es%in& %he research 0$"e2 6as re3ise". Fi&*re +

i22*s%ra%es %he re3ise" research 0$"e2. The 0$"e2 s*&&es%s %ha% e%hnic &r$*!s "i##er in



@,

Ta42e <+Re&ressi$n Ana2/sis Pre"ic%$rs $# Re!a%r$na&e In%en%i$n

Re!a%r$na&e

Varia 4 2es In %e n %i $ n

M$ne/ s!en% ,.,,<

I0!*2se !*rchases ,.<@

Fina2 s%a%is%ics

R ,.<@

SS ;<.@;,

"# +.,,,

MS

F

<@.?:@

;.??,

R +

,.,;

A"1*s%e" R +

,.,+

! U .,<

%heir &enera2 sh$!!in& charac%eris%ics %ha% c$nsis% $# Enchan%e" Sh$!!er C$0!*2si3e

Sh$!!er an" Ti0e-C$nsci$*s Sh$!!er. The e%hnic &r$*!s a2s$ "i##er in %heir res!$nses

%$ e>ci%e0en% a% %he 0a22 c$ns*0!%i$n !a%%erns in %er0s $# 0$ne/ s!en% an" i0!*2se

!*rchases an" re!a%r$na&e in%en%i$n.

The 0$"e2 a2s$ "e!ic%s %ha% e%hnici%/ an" &enera2 sh$!!in& charac%eris%ics !re"ic%

res!$nses %$ e>ci%e0en% 6hich in %*rn !re"ic% c$ns*0!%i$n !a%%erns. Fina22/

c$ns*0!%i$n !a%%erns !re"ic% re!a%r$na&e in%en%i$n.



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Fi&*re +The Re3ise" Research M$"e2



@;

in%en%i$n. A""i%i$na22/ "e0$&ra!hic charac%eris%ics inc2*"e" e%hnici%/ &en"er

a&e n*04er $# chi2"ren *n"er < in h$*seh$2" e"*ca%i$n 2e3e2 an" inc$0e 2e3e2.

A #ac%$r ana2/sis 6as *n"er%a=en %$ re"*ce #i#%een &enera2 sh$!!in&

charac%eris%ics in%$ a s0a22er n*04er $# "i0ensi$ns. This !r$3i"e" 0eanin&#*2 #ac%$rs

%ha% 6ere *se" in #*r%her ana2/ses. The res*2%in& #ac%$rs 6ere Enchan%e" Sh$!!er

C$0!*2si3e Sh$!!er an" Ti0e-C$nsci$*s Sh$!!er. One a""i%i$na2 #ac%$r 6as n$% *se"

#$r %he #*r%her ana2/ses "*e %$ a 2$6 Cr$n4achs a2!ha.

ANOVAs 6ere *se" %$ c$0!are His!anic-A0ericans an" A#rican-A0ericans in

%er0s $# &enera2 sh$!!in& charac%eris%ics res!$nses %$ e>ci%e0en% c$ns*0!%i$n !a%%erns

an" re!a%r$na&e in%en%i$n. The res*2%s "e0$ns%ra%e" %ha% His!anic-A0ericans 6ere 0$re

c$0!*2si3e sh$!!ers ha" 0$re !$si%i3e res!$nses %$ e>ci%e0en% s!en% 0$re 0$ne/ an"

0a"e 0$re i0!*2se !*rchases an" 6ere 0$re 2i=e2/ %$ re%*rn %$ %he sh$!!in& 0a22 %han

An&2$-A0ericans.

Re&ressi$n ana2/ses 6ere *se" %$ "e%er0ine %he re2a%i$nshi! a0$n& e%hnici%/

&enera2 sh$!!in& charac%eris%ics res!$nses %$ e>ci%e0en% c$ns*0!%i$n !a%%erns an"

re!a%r$na&e in%en%i$n. E>ci%e0en% a% %he 0a22 6as !re"ic%e" 4/ %6$ #ac%$rs Enchan%e"

Sh$!!er an" Ti0e-C$nsci$*s Sh$!!er. C$ns*0!%i$n Pa%%erns %ha% 6ere c$0!$se" $#

0$ne/ s!en% an" i0!*2se !*rchasin& 6ere !re"ic%e" 4/ i0!*2se !*rchasin&. Re!a%r$na&e

in%en%i$n 6as !re"ic%e" 4/ i0!*2se !*rchasin&.

C$nc2*si$ns

His!anic-A0ericans are 0$re c$0!*2si3e sh$!!ers an" are 0$re res!$nsi3e %$

e>ci%e0en% in %he 0a22 %han An&2$-A0ericans are. A2s$ His!anic-A0ericans s!en% 0$re

0$ne/ an" 0a"e 0$re i0!*2se !*rchases %han An&2$-A0ericans "i". The/ a2s$ ha" a



@

s%r$n&er in%en%i$n %$ re%*rn %$ %he sh$!!in& 0a22 %han An&2$-A0ericans ha". T6$ #ac%$rs

Enchan%e" Sh$!!er an" Ti0e-C$nsci$*s Sh$!!er 6ere !re"ic%$rs $# res!$nses %$

e>ci%e0en% a% %he 0a22. Res!$nses %$ e>ci%e0en% a% %he 0a22 6as a !re"ic%$r $# %he

c$ns*0!%i$n !a%%erns an" i0!*2se !*rchasin& 6as a !re"ic%$r $# re!a%r$na&e in%en%i$n.

Re%ai2ers sh$*2" rec$&nize %ha% *n"ers%an"in& %he *ni*e "i##erences 4e%6een %he

His!anic c$ns*0ers an" An&2$ c$ns*0ers 6i22 0a=e i% easier #$r %he0 %$ 0ee% %heir

in"i3i"*a2 6an%s an" nee"s. An e>ci%in& 0a22 en3ir$n0en% a##ec%s %he c$ns*0!%i$n

!a%%ern 6hich c$nsis%s $# 0$ne/ s!en% an" i0!*2se !*rchasin&. I0!*2se !*rchasin& %hen

a##ec%s re!a%r$na&e in%en%i$n.

I0!2ica%i$ns

Thr$*&h h/!$%heses %es%in& i% 6as #$*n" %ha% His!anic-A0ericans si&ni#ican%2/

$*%s!en% An&2$-A0ericans. Ma22 0ana&ers sh$*2" inc2*"e s%$res in %heir %enan% 0i> %ha%

are $# in%eres% %$ His!anic-A0erican sh$!!ers. Since %he/ $*%s!en% An&2$-A0ericans in

0a22 sh$!!in& i% 6$*2" 4e i"ea2 %$ !r$3i"e s%$res 6here re%ai2ers can a%%rac% 0$re

His!anic-A0ericans. I% 6as a2s$ "e%er0ine" %ha% His!anic-A0ericans 6ere 0$re

c$0!*2si3e an" i0!*2si3e sh$!!ers %han An&2$-A0ericans. Re%ai2ers sh$*2" c$nsi"er

"e3e2$!in& s%ra%e&ies %ha% 6i22 2ea" %$ hi&her-3$2*0e sa2es a0$n& His!anic-A0erican

c$ns*0ers. F$r e>a0!2e s!ecia2s s*ch as +-#$r-< $r 4*/-$ne-&e%-$ne-#ree 6$*2" 4e

a%%rac%i3e %$ His!anic-A0erican sh$!!ers. Since %he/ are a2rea"/ c$0!*2si3e an"

i0!*2si3e in %heir 4*/in& i% 6i22 4e easier %$ !ers*a"e %he0 %$ %a=e a"3an%a&e $# s*ch

"ea2s. I% 6as a2s$ #$*n" %ha% %his e%hnic &r$*! is 0$re res!$nsi3e %$ 0a22 e>ci%e0en% %han

%he An&2$-A0erican &r$*! is. Re%ai2ers sh$*2" a2s$ !r$3i"e e3en%s %ha% 6i22 4e $# s!ecia2

in%eres% %$ His!anic-A0ericans. Perha!s c*2%*ra2 e3en%s $# i0!$r%ance %$ His!anic-



@@

A0ericans 6$*2" increase %he 2e3e2 $# e>ci%e0en% a2rea"/ e>!erience" a% %he sh$!!in&

0a22. The s%*"/ a2s$ "e%er0ine" %ha% His!anic-A0ericans ha3e a hi&her !r$!ensi%/ %$

re%*rn %$ %he sh$!!in& 0a22. Re%ai2ers sh$*2" %a=e necessar/ s%e!s %$ =ee! His!anic-

A0erican c$ns*0ers sa%is#ie" 6i%h %heir 0a22 sh$!!in& e>!eriences. The 0$re His!anic-

A0erican sh$!!ers are !2ease" 6i%h %heir 3isi% %he 0$re 2i=e2/ %he/ 6i22 re%*rn in %he

#*%*re.

In"i3i"*a2s 6h$ en1$/ sh$!!in& an" 6h$ are c$0!*2si3e sh$!!ers ha3e a 0$re

!$si%i3e res!$nse %$ 0a22 e>ci%e0en%. I% 6$*2" 4e 4ene#icia2 %$ re%ai2ers i# %he/ 6$*2"

!r$3i"e a 3arie%/ $# e3en%s %ha% 6i22 =ee! %heir re%*rnin& sh$!!ers en%er%aine". These

c$ns*0ers 0a/ 3isi% %he 0a22 $n a re&*2ar 4asis. Ma22 a%0$s!here an" e3en%s sh$*2" 4e

*!"a%e" $#%en %$ =ee! %hese #re*en% sh$!!ers #r$0 4ec$0in& 4$re" 6i%h %he sh$!!in&

0a22.

Res!$nses %$ e>ci%e0en% a##ec% %he c$ns*0!%i$n !a%%erns inc2*"in& 0$ne/ s!en%

an" i0!*2se !*rchases. Brin&in& in s!ecia2 e3en%s 6$*2" he2! !r$3i"e a *ni*e

en%er%ain0en% as!ec% %$ %he %ra"i%i$na2 sh$!!in& e>!erience. Pr$3i"in& en%er%ain0en% %$

%he sh$!!in& e>!erience can increase sa2es %hr$*&h hi&her "$22ar !*rchases an" hi&her

3$2*0e !*rchases. Re%ai2ers sh$*2" !*sh 0$re i0!*2se !*rchases since i% 6as #$*n" %ha%

i0!*2se !*rchasin& !re"ic%s re!a%r$na&e in%en%i$n. F$r e>a0!2e !$in% $# !*rchase

"is!2a/s c$*2" carr/ 0$re 0erchan"ise %h*s enc$*ra&in& 0$re !*rchases. The sh$!!er

6h$ en&a&es in 0$re i0!*2se 4*/in& is 0$re 2i=e2/ %$ re%*rn %$ %he 0a22.

Rec$00en"a%i$ns #$r F*%*re Research

One 2i0i%a%i$n $# %he s%*"/ 6as %he s0a22 sa0!2e size 7n <9. In a""i%i$n %$

%his %here 6as a s0a22 sa0!2e size $# His!anic-A0ericans 7n @9 6hen c$0!are" %$ %he



@:

An&2$-A0erican sa0!2e size 7n <<9. His!anic res!$n"en%s acc$*n%e" #$r +.? $# %he

sa0!2e as $!!$se" %$ @?.; An&2$-A0ericans. A 0$re e3en2/ "is%ri4*%e" sa0!2e 6$*2"

ha3e 4een 0$re *se#*2 in c$0!arin& %he %6$ e%hnic &r$*!s.

In %he #*%*re $%her e%hnic &r$*!s 0a/ 4e inc$r!$ra%e" in%$ %he research s%*"/.

A#rican-A0ericans an" Asian-A0ericans c$*2" 4e a""e". F*r%her0$re %he His!anic-

A0erican &r$*! c$*2" 4e "i3i"e" in%$ s0a22er e%hnic &r$*!s s*ch as Me>ican P*er%$

Ricans C*4ans an" Cen%ra2-A0ericans.

An$%her 2i0i%a%i$n 6as %ha% $n2/ %6$ sh$!!in& 0a22s 6ere *se" 6hen c$22ec%in&

"a%a. Inc2*"in& a 2ar&er n*04er $# 0a22s #$r "a%a c$22ec%i$n 0a/ ha3e res*2%e" in a 4e%%er

re!resen%a%i$n $# %he 0a22 sh$!!in& !$!*2a%i$n.

The sca2es *se" in %he s%*"/ 6ere %a=en #r$0 !as% s%*"ies. In %he #*%*re i% is

rec$00en"e" %ha% %he 3a2i"i%/ $# %he sca2es 4e 0eas*re" 4e#$rehan" in $r"er %$ ins*re %he

3a2i"i%/ $# %he 0eas*res. I% is rec$00en"e" %ha% #*%*re s%*"ies %a=e a 0$re *a2i%a%i3e

a!!r$ach an" inc$r!$ra%e #$c*s &r$*!s an" a !i2$% s%*"/ in%$ %he research %$ increase %he

3a2i"i%/ $# %he 0eas*res.

The R+ $# %he re&ressi$n ana2/ses 6ere 2$6 7,.,; - ,.<?@9. I% 0a/ 0ean %ha% %he

in"e!en"en% 3aria42es 0a/ n$% 4e re!resen%a%i3e !re"ic%$rs. There#$re #*r%her s%*"ies

0a/ c$n"*c% e>!2$ra%$r/ s%*"ies %hr$*&h #$c*s &r$*!s $r !ers$na2 s%a%e0en%s %$ i"en%i#/

4e%%er !re"ic%i3e 3aria42es.



@?

APPENDI)



@

SAMPLE COVER LETTER

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REFERENCES

Bach0an . 7+,,< Oc%$4er <@9. Min$ri%/ 2is%eners &r$6in& an" 0$3in&. Me"ia W ee=

<<7;9 <.

Bar$ne M. Thar! M. Brenna S. P$6e22 D. 7+,,<9. The 0an/ #aces $# A0erica.

'.S. Ne6s an" W $r2" Re!$r% <;, <-+,.

Bea%%/ S. E. Ferre22 M. E. 7<9. I0!*2se 4*/in& M$"e2in& i%s !rec*rs$rs. 5$*rna2 $#

Re%ai2in& ? <:-<<.

Ber0an G. L. 7<<9. The His!anic 0ar=e% Ge%%in& "$6n %$ cases. Sa2es an" Mar=e%in&

Mana&e 0 en% <; :@-?.

Cassi"/ H. 7+,,< A*&*s% +?9. L$$= 6h$s 6a%chin&. Bran"6ee= + 7;<9 <-++.

Cha042iss L. 7+,,, Se!%e04er <9. '.S. 0a22s see= %$ s%an" $*% in cr$6"e" re%ai2

0ar=e%!2aces. E3enin& S%an"ar " .

Cris!e22 D. 7<?9. His!anics a% %he 0a22. A 0 erican De 0 $&ra!hics < ;@-;:.

D$$ce/ P. 7<;9. E%hn$-cen%ers. S%$res ?@ ;?-+.

Eas%2ic= M. A. Shi0 S. 7<@9. E%hnic "i##erences in sh$!!in& cen%er

!a%r$na&e. 5$*rna2 $# Sh$!!in& Cen%er Research + +?-@.

E00$ns N. 7<9. Mi22s C$r!.Ks Sie&e2 0a=es 0$s% $# Ksh$!!er%ain0en%K. A 0 *se 0 en%

B*siness <<< <-+,.

Enc/c2$!e"ia Bri%annica. 7n.".9. Re%rie3e" A!ri2 + +,,+ #r$0 h%%!88666.4ri%annica.c$ 0.

http://www.britannica.com/

http://www.britannica.com/



Fa4er R. OG*inn C. 7<+9. A c2inica2 screener #$r c$0!*2si3e 4*/in&. 5$*rna2 $#

C$ns* 0 er Research < 7;9 @-:.

Gen%r/ C. R. 7+,,,9. Chan&in& %enan% 0i> a""s 3a2*e. Chain S%$re A&e ?: <<-<;.

Gi%2in S. 7+,,,9. Gr$*n" shi#%s in Ca2i#$rnia. A"3er%isin& A&e ?< ?.

Her4i& P. (e2=*r R. 7<?9. Di##erences 4e%6een His!anic an" An&2$ c$ns*0er

e>!ec%a%i$ns. Mana&e 0 en% Decisi$n ;@ <+@-<;+.

Her4i& P. (e2=*r R. 7<9. His!anic an" An&2$ "i##erences in c$ns*0er

4eha3i$r. 5$*rna2 $# In%erna%i$na2 Mar=e%in& an" Mar=e%in& Research +; ?-@:.

Herrin&%$n 5. Ca!e22a L. 7<@9. Sh$!!er reac%i$ns %$ !ercei3e" %i0e

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5$hns$n 5. 7<9. Pri3a%e 2a4e2s H$6 hi&h is *!Q Disc$*n% Merchan"iser ;

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i0 (. an&-Par= 5. 7<@9. The sh$!!in& !a%%erns $# e%hnic c$ns*0er &r$*!s $n %he

'ni%e" S%a%es. 5$*rna2 $# sh$!!in& Cen%er Research + :@-.

Lan&"$n P. 7+,,,9. The e3$2*%i$n $# sh$!!in&. A 0 erican En%er!rise << 7+9 ;-;?.

Lanner% 5. 7<9. La%in$ c$ns*0ers /$*n& "e"ica%e". Bi224$ar" <<< <+.

McC2$*" 5. 7<9. '.S. sh$!!in& cen%ers %hri3e as h*4s $# en%er%ain0en%. Na%i$na2 Rea2

Es%a%e In3es%$r < 7:9 +-:,.

M$r&an B. 7<9. I%Ks %he 0/%h $# %he K,Ks The 3a2*e c$ns*0er. Bran"6ee= ;@ <?.

Nes4i%% S. 7+,,< Fe4r*ar/ <9. C$2$ra"$ S!rin&s C$2$. sh$!!in& 0a22s c$0!e%e #$r

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Phi22i!s A. 7<?9. The En&2ish-$n2/ "e4a%e 5*s% 4e2$6 A0ericaKs s*r#ace

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A Comparison of Mall Shopping Behavior Between

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