HISPANIC AND NATIVE-AMERICAN ADOLESCENTS - AN EXPLORATORY-STUDY OF THEIR APPROACH TO SHOPPING

This study investigates the role of ethnicity as a determinant of adol escent consumers' approach to the retail marketplace and the factors u ltimately related to consumer socialization. A total of 1,846 responde nts were classified into three groups based on their ethnicity: Hispan ic, Native American and White. Multivariate and univariate analyses of covariance were utilized to determine whether the three ethnic adoles cent groups differed with respect to shopping orientation and the soci alization process. The covariance procedures allowed for an examinatio n of ethnic differences apart from social class differences. The study 's most notable findings revealed a distinctive shopping orientation o n the parr of each group. Hispanics exhibited a Social/Hedonistic orie ntation, Native Americans an Overpowered orientation, and Whites a Uti litarian orientation. The findings have specific implications for reta iling and public policy, particularly with regard to Native American a nd Hispanic adolescents who heretofore have received scant attention i n the retailing and marketing literature.