Three Attitudinal Factors of Native American Purchase Behavior: a Study of the Plains Indian Consumer of North Dakota

Abstract

The Native American population receives only a fraction of the auention devoted toward other minorities. However, their purchasing power, attitudes, and consumption patterns are extremely important to those serving their market. Presently, little research has been directed toward the consumer behavior of Native Americans. The present study was exploratory and investigated Native Americans in North Dakota and their attitudes toward price, brand choice, and advertising. Results indicate Native American consumers arc more attentive to price, have a propensity to purchase generic brands, and are subject to family influence.