Online shopping orientations of Latino millennial generational cohorts

Abstract

Latino consumers in the United States reached a collective buying power of nearly $1.72 trillion in 2020 with over 22% between the ages of 18 and 37, and 80% of the population on the internet. Although Latino Millennials represent a significant consumer group in the United States, scarce literature has examined their online shopping orientations. Furthermore, despite having indications that Millennials are not a homogenous consumer group, and differ in their shopping preferences, studies fell short in examining the online shopping orientations of the Millennial subgroup. Thus, the purpose of this study was to examine the shopping orientations of Latino consumers by segmenting the Millennial generation into three groups: younger Millennial (18–23), middle Millennial (24–30), and older Millennial (31–37). The study administered a web‐based questionnaire survey to a convenience sample of 378 participants. A one‐way multivariate analysis of variance (MANOVA) was conducted, and findings revealed that shopping orientations of Latino consumers differ significantly based on Millennial generational cohorts (MGCs) and ethnicity. Among Latino MGCs, younger Millennials were more brand‐and fashion‐conscious, impulsive, and confused by over choice. Furthermore, Latino Millennials were more brand conscious than Caucasian Millennials. Therefore, companies and marketers that target Latino Millennial consumers should create shopping experiences that meet the needs of the different generational cohorts.

Segmenting the Malaysian female young adolescent market based on gender roles and identities

“…Understanding the changes in gender-appropriate traits, behaviours and characteristics is therefore critical to businesses because it allows them to develop effective marketing solutions in targeting different gender segments. Indeed, past marketing literature has segmented elderly consumers (Lumpkin, 1985), internet users (Brown et al , 2003), gender differences (Seock and Bailey, 2008), male shoppers (Brosdahl and Carpenter, 2011), Generation Y female online fashion shoppers (Ladhari et al , 2019) and Latino millennials (Johnson et al , 2022) based on their shopping orientations.…”