Consumer Behavior

Exploring Diversity within the Hispanic Market: An Investigation of Shopping Experiences among Puerto Rican Consumers

Authors: Lorraine M. Martinez-Novoa (University of North Carolina) , Nancy Hodges (University of North Carolina)

Abstract

Hispanics are currently the largest minority group in the United States, accounting for 16% of the total population of the country, with Mexicans, Puerto Ricans and Cubans comprising the largest subgroups (U.S. Census Bureau, 2010). Although there has been some progress in terms of defining consumption behaviors of Hispanics in general, the existing research tends to consider Hispanic consumers as a homogeneous market and therefore does not address the potential cultural differences that may exist (e.g., Chattaraman & Lennon, 2007; Seok & Sauls, 2007).

Keywords: Hispanics, Consumption, Puerto Ricans, Apparel shopping

How to Cite: Martinez-Novoa, L. M. & Hodges, N. (2013) “Exploring Diversity within the Hispanic Market: An Investigation of Shopping Experiences among Puerto Rican Consumers”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).