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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 the Colombian culture is higher. When buying men’s business attire, second generation makes emphasis on ease and comfort, while first generation looks for elegance and distinction.
Consumer Behavior Process for Purchasing Men’s Business Attire in First and Second Generation of Colombian-Americans
The consumer behavior process is a model that represents the steps a consumer follows in his mind when making a purchase...
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