초록 열기/닫기 버튼
Mass international migrations to countries that promise economic, social, and political prosperity have created ethnic communities that are lucrative targets for many businesses. Members of these communities are often very brand loyal, conspicuous purchasers of prestige products, and willing to pay for quality products. The first generation of Hispanics in the U.S. with lower incomes and lower level of education shows the similar consumption pattern and consumer behavior. However, the new trend of Hispanic generation indicates various disparity in consumer behavior. Therefore, this paper tries to examine the possible background for the new trend of Hispanics' consumer behavior. Practical implications are also discussed.
Mass international migrations to countries that promise economic, social, and political prosperity have created ethnic communities that are lucrative targets for many businesses. Members of these communities are often very brand loyal, conspicuous purchasers of prestige products, and willing to pay for quality products. The first generation of Hispanics in the U.S. with lower incomes and lower level of education shows the similar consumption pattern and consumer behavior. However, the new trend of Hispanic generation indicates various disparity in consumer behavior. Therefore, this paper tries to examine the possible background for the new trend of Hispanics' consumer behavior. Practical implications are also discussed.
키워드열기/닫기 버튼
히스패닉, 소비 패턴, 소비 행동, 충성도, 시장세분화
