Comparative Analysis of Dissatisfied Versus Satisfied Higher Income Hispanic Catalog Consumers: Shopping Orientation and Store Attributes

Abstract

A comparison of dissatisfied and satisfied higher income Hispanic catalog consumers' shopping orientations and the influence store attributes bad on score choice was made. The sample consisted of 178 higher income Hispanics living in Los Angeles, California, in San Antonio, Texas, and in New York City, New York. Multivariate and univariate analyses of variance were used to examine differences between the groups. Results of the analyses revealed satisfied higher income Hispanic catalog consumers to be significantly more prone to home shopping than dissatisfied consumers. Regardless of their professed level of satisfaction with catalog shopping, neither group shopped through catalogs on a frequent basis. Dissatisfied and satisfied higher income Hispanics believed merchandise offering, bilingual information, customer service, and value for price influenced store choice. Many catalog retailers have offered these store attributes at the same level or superior to that of in-store retailers. Despite such efforts, catalog retailers have had limited success in building patronage loyalty among higher income Hispanic consumers.