Uruguayan buyer behaviour: conspicuous versus inconspicuous consumption

Self-concept is an important consumer behaviour trait that is tied with products purchased for personal use that may be judged by the consumers' reference groups. Such purchases are strongly influenced by self-concept expressed through brand loyalty, repetitiveness, risk taking and variety-seeking behaviours. However, most studies pertaining to this aspect of exploratory consumer behaviour have been conducted in developed countries rather than emerging markets such as those in Hispanic countries. Using a convenience sample of Uruguayan consumers, we illustrate how these exploratory behaviours affect the purchase of conspicuous versus inconspicuous products such as jeans and shampoo, where the degrees of involvement are dissimilar. Country-of-origin may affect how marketers should approach the different Hispanic countries with such products.