Demographic, Situational, and Shopping Comparisons of Hispanic and Non-Hispanic Mall Patrons:
This study compares Hispanic and Anglo patrons of an upscale mall. The Hispanic respondents were younger, with higher household incomes, than the non-Hispanics. Fewer of the Hispanics, however, had college educations. There were significant differences in situational variables associated with the two groups. Although the Hispanics spent more time traveling to the mall, they spent less time in it. More Hispanics also tended to come with companions. Furthermore, Hispanics shopped more intensively: visiting more stores, more purchasingfood or beverage, and spending more money than the non-Hispanics.
As a kind of purchasing decision making subject,family is a very special organization.The internal role structure vicissitude of Chinese Urban Family is obvious during social and economic double transformation period.Take three medium-size urban family for example,our survey indicated not only marital roles in the family purchasing decision making varied with different product category,but also with purchasing decision processes.The conclusions probably provided some implications for the marketing communication and segmentation.