Understanding Hispanic consumers in the United States

Date of publication: July 1, 2000


Drawing on U.S. census data and primary research recently conducted among Hispanic consumers in the United States by TNS Market Development, this paper uses a systematic transcultural marketing approach to highlight critical demographic, sociographic, marketing and psychographic determinants of this niche of almost 34 million consumers. Discussion is provided of the various adaptations a marketing focused approach of this sort would require of communications strategies in order to target relevant and persuasive communications against an ethnic market with the consumer characteristics that are presented. The paper concludes that a systematic transcultural marketing-focused approach such as the one presented can serve as a model for developing programs in other countries in which ethnic marketing is a potential market opportunity.

Henry Adams-Esquivel


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