Hispanic versus Anglo male dominance in purchase decisions

• Published in: The journal of product & brand management Vol. 14; no. 2; pp. 98 - 105
• Main Author: Ogden, Denise T
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Group Publishing Limited 01-03-2005
• Subjects: Acculturation; Adaptation; Buying; Consumer behavior; Consumer behaviour; Consumer marketing; Consumers; Cultural differences; Culture; Decision making; Ethnic groups; Families & family life; Femininity; Hispanic Americans; Hispanic culture; Households; Husbands; Immigrants; Influence; Marketing; Masculinity; Minority & ethnic groups; Noncitizens; Paints; Population; Purchasing power; Quality of life; Society; Studies; Subcultures; Work ethic; United States > US; Consumer marketing; Acculturation; Consumer behaviour; Ethnic groups
• ISSN: 1061-0421; 2054-1643
• DOI: 10.1108/10610420510592572

Purpose - Aims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint.Design methodology approach - A telephone survey was conducted to determine the extent to which husbands influenced the purchase of household paint. Hispanic and Anglo responses were compared. Additional data were collected to determine the level of acculturation of the consumer.Findings - The findings indicate no difference between Hispanic and Anglo patterns. There was also no difference between Hispanics high in acculturation (HHIA) and Hispanics low in acculturation (HLIA) in male dominance of purchase decisions.Research limitations implications - One of the limitations of the study deals with the newest immigrants. Those Hispanics who have recently immigrated may not have an established address or telephone number, so this group may not be adequately represented.Practical implications - In determining influence for paint-related products, gender may be a better segmentation factor than level of acculturation.Originality value - The results of this study are contrary to prior research. Perhaps, as suggested by Belch and Willis, men are losing their influence in purchase decisions owing to the internal changes that have occurred over time in US families. A strong contribution that this study makes to the current consumer acculturation research is that one should not make general statements about Hispanics and the acculturation process.