Consumer Behavior Process for Men

2306 Words Jan 31st, 2009 10 Pages
Consumer Behavior Process for Purchasing Men’s Business Attire in First and Second Generation of Colombian-Americans

The focus of this research is on comparing how Colombian-Americans from the first and second generations make their decisions in purchasing men’s business attire. Variables such as motivation, lifestyle, occupation, education, family, friends, belonging groups and culture are analyzed to understand both groups’ behavior. Among the main differences found between both groups are spoken language, type of jobs they have, self-identification with belonging groups, messages they respond to and values they respect. The second generation is definitely more “American” than the first generation, for which the influence of
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Other males in the same group (138,617) work in occupations as services, sales, construction and production that do not require business attire. This denotes that most Colombian-American men do not wear men’s business attire. Additionally, on analyzing education level, more than 86% of Colombian-Americans males who are 25 years of age or older have at least a high school diploma, but just 34% of them have at least bachelor 's degree (U.S. Census, 2005). Superior degrees increase the probability of getting a higher position where usually a men’s business attire is required. Since few Colombians are eligible for elevated positions, it explains why most Colombian-Americans do no wear it.
First Generation First generation immigrants have ethnicity as a dominant social identity; therefore this identity is likely to be expressed more readily than other identities (Houser & Domokos-Cheng, 2004). Additionally, as a consequence of having grown up and being partially or totally educated in Colombia, they are more influenced in their behavior by Colombian culture than the second generation is (Leeds-Hurwitz, 2006). Furthermore, motivated by ethnic pride, first generation Colombian-Americans have maintained a distinct identity. They reject the notion of assuming a larger Latino identity, seeking
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