Consumer Behavior Kaplan University
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Rubric MT459_Unit7_Assignment.pdf
Table 12.2 12.2.xlsx
Table 12.5 12.5.jpg
TABLE 12.3 Traditional Characteristics of the Hispanic American Market
Prefer well-known or familiar brands |
Buy brands perceived to be more prestigious |
Are fashion conscious |
Historically prefer to shop at smaller personal stores |
Buy brands advertised by their ethnic-group stores |
Tend not to be impulse buyers (i.e., are deliberate) |
Increasingly clipping and using cents-off coupons |
Likely to buy what their parents bought |
Prefer fresh to frozen or prepared items |
Tend to be negative about marketing practices and government intervention in business |
Table 12.4
TABLE 12.4 Ways in Which “Hispanic” Has Been Defined
NAME OF INDICATOR |
NATURE/SCOPE AND COMMENTARY |
Spanish surname |
Not definitive; since a non-Hispanic person might have a Spanish surname, or a Hispanic person might have a non-Spanish surname. |
Country of origin |
The birthplace of persons born in the United States of Hispanic parents (e.g., of Puerto Rican parentage) would not reveal their Hispanic background. |
Country of family ancestry |
Includes those individuals who may not be Hispanic despite coming from a particular Spanish/Latin country (e.g., people of German parentage who may be brought up in a Latin country). |
Spanish spoken at home |
A significant minority of Hispanic households may speak English at home, yet consider themselves to be culturally Hispanic. |
Self-identification |
It is reasonable that if an adequate number of self-report choices are offered, a person might identify himself or herself as “Hispanic.” |
Degree of identification |
This measure captures the “degree” of personal identification as “Hispanic” and augments the self-identification measure. |