Fashion promotions in the Hispanic market: Hispanic consumers' use of information sources in apparel shopping

Abstract

Purpose

The purpose of this study is to investigate Hispanic consumers' use of personal and impersonal information sources and to examine age and gender differences in the use of those information sources.

Design/methodology/approach

A structured questionnaire was developed to collect the data. Pillai's trace multivariate analyses of variance were used to examine the main effects of age and gender differences in the use of personal and impersonal information sources.

Findings

The degree to which personal information sources were used varied across age groups. When making a purchase decision on clothing items, the respondents' use of their mothers and friends as personal information sources differed significantly across age groups. Males and females varied in their use of their fathers, sisters, and other female family members as personal information sources. The degree to which impersonal information sources were used also varied across age groups. When gathering ideas about what clothing items to purchase, the use of fashion magazines as impersonal information sources differed significantly across age groups. In addition, males and females varied in their use of store displays and television advertisements as impersonal information sources.

Research limitations/implications

The study may provide guidance in developing effective and strategic promotion direction and in selecting proper media advertising in an effort to target Hispanic consumers in the USA. Marketers can use this information to determine advertising media allocation in effectively reaching Hispanic consumers.

Originality/value

Considering the unprecedented growth in the population and the purchasing power of Hispanics, marketers need to analyze Hispanic consumers' use of information sources in their shopping behaviors in order to determine effective marketing and media planning. However, little is known about how Hispanic consumers' use of information influences their shopping behaviors. This study offers insights for apparel retailers in building effective promotional strategies for reaching Hispanic consumers.

Citation

Seock, Y. and Bailey, L.R. (2009), "Fashion promotions in the Hispanic market: Hispanic consumers' use of information sources in apparel shopping", International Journal of Retail & Distribution Management, Vol. 37 No. 2, pp. 161-181. https://doi.org/10.1108/09590550910934290