Acquisition source use in multiple fashion product categories: a comparison of anglo and hispanic consumers

摘要

The Hispanic population is growing at a rate five times that of the general population and will be the largest ethnic segment in the U.S. within ten years. Fashion-oriented businesses need to understand the purchase behaviors of this segment and determine opportunities for capturing their purcases across multiple fashion product categories. This study examined the frequency of acquisition source use by anglo and Hispanic female consumers when purchasing causal apparel and casual home furnishings.