Transcript Attitude formation and Ethnic Consumers (Hispanics)

MKTG 4120 (Buyer Behavior)
Detection of consumer decision making
via attitude formation
The Case of US Ethnic Minorities
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Akwaaba (Welcome – Ghana) see
Ghana.com
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Map of Africa
Charles Blankson, Ph.D., Department
of Marketing & Logistics
President Bush in South Africa
Charles Blankson, Ph.D., Department
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European Heads of Governments
(a selection)
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Attitudes Towards Marketing Practices: The Effects of
Ethnic Identification
• By Cynthia Webster (1985) (Mississippi
State University)
• The Journal of Applied Business
Research, Vol.7, No.2, pp.107-116.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Attitudes Toward Marketing Practices
• The author examines marketing practices for
(a) Anglo-Americans, (b) Spanish-speaking and
© English-speaking Hispanic Americans.
• Significant attitudinal differences were found
regarding marketing issues: product, quality,
price, advertisements, retailing, selling,
satisfaction, complaining, etc.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Introduction
• According to the author, the findings of
the study should help in sensitizing
marketers to the consumer behavior
differences between the sub-populations
listed earlier.
• Consequently marketers can better
develop and implement strategies when
targeting Hispanic Americans.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Special report on Hispanics in
America
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Latinos make 61% of children under 18 in San Antonio
53% in Los Angeles; 39% in Miami and San Diego
36% in Houston.
In terms of the Hispanic population in the US:
59% are bicultural and bilingual; 32% mostly speak Spanish
18% assimilated and mostly speak English; 28% of US labor force
by 2050
• 9% of disposable income as a percentage of US total.
• Experts see three broad possibilities for Hispanics’ role in US (a)
melting in, (b) acculturation and © Mexifornia/Mexitexas
(majority population).
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Source: Business Week, March 15th 2004, pp.58-70
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Research Questions
• Are there significant differences in
attitudes towards marketing practices
between Anglo-Americans and
Hispanics?
• Are the differences due to socio-economic
factors? Or sub-cultures?
• Is there an issue of assimilation?
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Literature Review
• Hispanics differ from Anglo-American.
• The ethnic groups and Hispanic subpopulation groups differ in terms of
demographics, religious aspects, and subcultural separations.
• In general they are lower in social class,
income, education, and occupation status.
• They are younger.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Literature review contd.
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They have more children.
Greater family stability.
Stronger father roles.
Extended family.
Have strong connections with LatinEuropean cultures.
• Roman catholic roots.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Literature review contd.
• Highly brand loyal. Not likely to buy new/different
products.
• Buy products that parents bought.
• Attracted to large department stores.
• Often buy goods in large quantities.
• Price oriented and careful in shopping.
• High propensity for prestige products.
• Favorable attitudes towards advertising.
• Light readership of print media.
• Fashion conscious.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Testing of Hypotheses
• Whether or not there are significant
differences in attitudes toward marketing
practices between Anglos and Hispanics.
• To determine whether the attitudinal
differences are due to social class or
income or otherwise.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Purpose of the research
• To examine issues of assimilation (e.g.
bilingual - English vs. Spanish and
English speaking are different).
• Research conducted in San Antonio, TX.
• Based on face-to-face visits to randomly
selected homes.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Summary of results and
conclusions
• Hispanics compared to Anglo-Americans
• More satisfied with purchased products.
• Believe that quality of purchased goods
has consistently improved over the years.
• Believe that most prices are reasonable
and fair.
• More satisfied with prices they pay.
• Believe in advertising.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Results and conclusions contd.
• Hispanics compared to Anglo-Americans
• Think that most businesses operate on
the philosophy that the consumer is
always right.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Results and conclusions contd.
• Anglos compared with Hispanics
• Think that products are made as well as they used to
be.
• Too many of the products are defective.
• Companies don’t care enough about how well they
perform.
• Most products are over-priced.
• Most middlemen make excessive profits.
• Complain more about purchased products, prices,
advertising.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Results and conclusions contd.
• Anglos compared with Hispanics
• Place more importance on advertising
and selling conditions.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Results and conclusions contd.
• Spanish-speaking compared Englishspeaking Hispanics
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Most prices are reasonable.
Believe that competition keeps prices reasonable.
Believe most advertising provides essential information.
Believe most middlemen make excessive profits.
Most retailers provide adequate service.
Most companies operate on the philosophy that the customer is
always right.
• Find salespeople helpful.
• Satisfied with selling conditions. Importance of advertising.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Results and conclusions contd.
• English-speaking compared Spanishspeaking Hispanics
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Products are not made well as they used to be.
Too many products are defective.
Most products are over priced.
Consumers would be better off if advertising
eliminated.
• When assistance is needed in the store, not able to get
it.
• Have more complaints about stores.
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Overall conclusions
• The results suggests that social class and
income effects did not greatly vary with
subculture.
• Many differences in attitudes towards
marketing practices were found between
Anglos and Hispanics (with varying degrees of
ethnic identification).
• What can we say about the issue of subcultures (in view of customs, traditions, beliefs
etc.)?
• What can we say about this research?
Charles Blankson, Ph.D., Department
of Marketing & Logistics
QUESTIONS?
• Discussion?
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Charles Blankson, Ph.D., Department
of Marketing & Logistics
Charles Blankson, Ph.D., Department
of Marketing & Logistics