FOCUS Latino 2012 Full Report - Part 1 & Part 2: The U.S Latino Market for Cable and Broadband Services, Programming and Technology
- Language: English
- 119 Pages
- Published: October 2012
- Region: America (exc North), United States
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Research on the Hispanic population has attracted the
attention of marketing practitioners. The estimated
purchasing power of Hispanics represents substantial
opportunity, especially for those depending on sales
growth. This work seeks to provide the reader with a
broad understanding of the importance of
acculturation as a tool for developing successful
marketing strategies for the U.S. Hispanic market.
This book describes a research study that develops
and tests a model to examine the acculturation
process of middle income Hispanics in the United
States. The intention is to understand the changes in
language preferences, ethnic identification, and
values of Hispanics while adapting to the American
culture. The study also examines the subsequent
changes of Hispanics consumer behavior, media
preferences, and loyalty as a result of the
acculturation process, and explores possible
differences across nationalities, gender, education,
and income. Additionally, the work presented suggests
a segmentation scheme based on acculturation.
Cecilia M. O. Alvarez.
Cecilia Alvarez was born and raised in Mexico where she concluded
her Bachelor’s degree in Actuarial Sciences and an MBA at ITAM.
She completed a doctorate degree in Business Administration at
Florida International University. Currently her research
interests are related to Hispanic consumer behavior and language
choice in advertising.