Hispanic and native American adolescents: An exploratory study of their approach to shopping

Abstract

This study investigates the role of ethnicity as a determinant of adolescent consumers' approach to the retail marketplace and the factors ultimately related to consumer socialisation. A total of 1,846 respondents were classified into three groups based on their ethnicity: Hispanic, Native American and White. Multivariate and univariate analyses of covariance were utilized to determine whether the three ethnic adolescent groups differed with respect to shopping orientation and the socialisation process. The covariance procedures allowed for an examination of ethnic differences apart from social class differences. The study's most notable findings revealed a distinctive shopping orientation on the part of each group. Hispanics exhibited a Social/Hedonistic orientation. Native Americans an Overpowered orientation, and Whites a Utilitarian orientation. The findings have specific implications for retailing and public policy, particularly with regard to Native American and Hispanic adolescents who heretofore have received scant attention in the retailing and marketing literature.