The economic impact of Hispanics is significant and growing. The Hispanic population is a diverse group with a varied set of spending behaviors, and for a skilled marketer not to make an attempt to understand it would be a mistake. Because Hispanics in the US come from such a variety of lifestyles and previous experiences, their purchasing behavior differs significantly from that of traditional US consumers and even among themselves. Knowing which segment of the Hispanic population a marketer’s products and message are best suited for will go a long way in reaching this fast growing section of the US market.
Readers of this report will learn:
- Important demographics of the Hispanic consumer, including how varying levels of acculturation and income affect purchasing behaviors - An up to date account of the financial position of Hispanic consumers, including how spending behaviors have changed due to the current downturn in the economy - Insights into the significance of the young Hispanic community: why are they important and how can marketers reach them - What are the values that Hispanic consumers respond to, and how marketers can craft the right message to captivate this audience
