Consumer Behavior Kaplan University

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

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.