Abstract
Study of the consumer behavior of the Hispanic population seems to have attracted more attention from corporations than academicians. The academic community has written sparingly on the subject and the findings of scholarly research have often been preliminary or contradictory.
Research on Hispanics is still in its infancy, and there is a lack of consensus about Hispanic shopping behaviors and cultural values. This paper explores the research stream, analyzes previous findings and suggests reasons for the many inconsistencies found in the literature. Managerial implications and recommendations for studying one of the fastest growing ethnic groups in America are also provided.