Attitudes Toward Marketing Practices: The Effects Of Ethnic Identification

Abstract

Attitudes toward a wide variety of marketing practices were examined for Anglo-Americans and Spanish-speaking, and English-speaking Hispanic families from a major metropolitan area.  Significant attitudinal differences were found regarding a variety of marketing issues:  product quality, pricing, advertising, retailing or selling, satisfaction, complaint behavior, etc.  Many of these differences remained even after social class and income effects were removed.  The findings of this study should aid in sensitizing marketers to the consumer behavior differences between Anglos and Hispanics and among the Hispanic subpopulations.  Consequently, marketers can better develop and implement strategies when targeting the rapidly-growing Hispanic market.