Exploring Diversity within the Hispanic Market:
An Investigation of Shopping Experiences among Puerto Rican Consumers
Is Version Of
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Hispanics are currently the largest minority group in the United States, accounting for 16% of the total population of the country, with Mexicans, Puerto Ricans and Cubans comprising the largest subgroups (U.S. Census Bureau, 2010). Although there has been some progress in terms of defining consumption behaviors of Hispanics in general, the existing research tends to consider Hispanic consumers as a homogeneous market and therefore does not address the potential cultural differences that may exist (e.g., Chattaraman & Lennon, 2007; Seok & Sauls, 2007).