Abstract
Hispanics represent the largest minority group in the U.S. and are among the fastest-growing segments of the population. Hispanic spending is projected to reach $1.2 trillion by 2012. One cause of this rapid growth is the high fertility rate of Hispanic mothers, most of whom make purchase decisions not only for themselves but also their children. Communicating effectively with Hispanic mothers is important to manufacturers of baby products, but is sometimes challenging as many of these mothers prefer to communicate in Spanish. Also, they have attitudes about children, family and marketing that are distinct from English-language dominant Hispanic moms and non-Hispanic mothers. This study of Hispanics mothers indicates that successful marketing in this segment requires not only Spanish language ads, but also themes and imagery that are culturally relevant to Hispanics and somewhat distinct from what an agency may use to appeal to Caucasian mothers.
This report addresses the following questions:
- What is the demographic composition of Hispanics in the U.S., and how is the segment distinct from Asians, blacks and Caucasians?
- How does the demographic composition of Hispanic moms compare with that of non-Hispanic and what implications do these differences have for marketers?
- What are the language preferences of Hispanics and how are the preferences of Hispanics mothers distinct?
- How are the attitudes and behaviors of less acculturated mothers similar to or distinct from those who are more acculturated?
- How do Hispanic mothers feel about children and family and how are these attitudes distinct from those of non-Hispanic mothers?
- Do Hispanic mothers use green products, and how do their attitudes about sustainability compare with those of non-Hispanic mothers?
- What types of baby care products do Hispanic mothers use and what brands do they prefer?
- What themes have advertisers used to appeal to Hispanics mothers?
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