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Demographic, Situational, and Shopping Comparisons of Hispanic and Non-Hispanic Mall Patrons

Sydney Roslow

Florida International University

Lucette B. Comer

Purdue University

This study compares Hispanic and Anglo patrons of an upscale mall. The Hispanic respondents were younger, with higher household incomes, than the non-Hispanics. Fewer of the Hispanics, however, had college educations. There were significant differences in situational variables associated with the two groups. Although the Hispanics spent more time traveling to the mall, they spent less time in it. More Hispanics also tended to come with companions. Furthermore, Hispanics shopped more intensively: visiting more stores, more purchasingfood or beverage, and spending more money than the non-Hispanics.

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