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Shopping environment preferences of Hispanic consumers in the U.S.: Development of a scale

David Burns (Xavier University, Cincinnati, OH, USA)
Mary Conway Dato-on (Department of International Business, Rollins College, Winter Park, Florida, USA.)
Chris Manolis (Department of Marketing, Xavier University, Cincinnati, Ohio, USA.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 9 March 2015

Abstract

Purpose

The purpose of this paper is to develop and begin to validate a scale to assess the shopping environment preferences of Hispanic consumers in the USA.

Design/methodology/approach

The sample consists of 160 Hispanic consumers attending a Hispanic festival in the southeast USA. A questionnaire contained items to measure shopping environment preferences and scales to measure materialism, hedonic shopping motivations, and perceived discrimination.

Findings

The findings suggest a second-order model where three factors (familiarity, price, and experience) load onto a single second-order construct of shopping environment preferences. The result is a scale consisting of three factors permitting the exploration of the retail environmental preferences of Hispanic consumers in the USA.

Practical implications

The study develops a scale that can be applied by US retailers to gain additional knowledge of their Hispanic consumers, thus enabling strategies to be developed that potentially enhance their engagement in retail environments.

Originality/value

Given the size of this segment and its increasing impact on the retail market, surprisingly, Hispanic consumers in the USA have received relatively little research attention.

Keywords

Citation

Burns, D., Conway Dato-on, M. and Manolis, C. (2015), "Shopping environment preferences of Hispanic consumers in the U.S.: Development of a scale", International Journal of Retail & Distribution Management, Vol. 43 No. 3, pp. 261-275. https://doi.org/10.1108/IJRDM-10-2012-0088

Publisher

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Emerald Group Publishing Limited

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