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Retail personality and the Hispanic consumer: An exploration of American retailers

Scarlett C. Wesley (Department of Retailing, University of South Carolina, Columbia, South Carolina, USA)
Deborah C. Fowler (Department of Nutrition, Hospitality, and Retailing, Texas Tech University, Lubbock, Texas, USA)
Maria Elena Vazquez (Instituto Tecnológico y de Estudios Superiores de Monterrey, Guadalajara, Mexico)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 March 2006

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Abstract

Purpose

The purpose of this paper is to identify the personality characteristics Hispanic shoppers ascribe to US retailers. This study is an exploratory attempt to uncover inconsistencies between Hispanic shoppers' views of US retailers and how those retailers believe they are identified.

Design/methodology/approach

Focus group methodology used in the study allowed Hispanic shoppers to attribute personality characteristics to some of the most prevalent retailers in the USA.

Findings

Analysis revealed Hispanic shoppers' personification did affect their beliefs about retailers.

Research limitations/implications

There are many implications for retailers wishing to capture more of the Hispanic market segment including the importance of brand identity of the retailer and the buyer's self‐image.

Originality/value

This paper explores Hispanic shoppers' actual beliefs about US retailers, and is unique because of the different type of data collection techniques utilized to capture the data. The personification technique allowed individual, detailed descriptions of US retailers to emerge.

Keywords

Citation

Wesley, S.C., Fowler, D.C. and Elena Vazquez, M. (2006), "Retail personality and the Hispanic consumer: An exploration of American retailers", Managing Service Quality: An International Journal, Vol. 16 No. 2, pp. 167-184. https://doi.org/10.1108/09604520610650637

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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