Abstract
The growing Hispanic population is a diverse group with a varied set of attitudes about money. Hispanics in the U.S. come from such a variety of lifestyles and previous experiences, thus their purchasing behavior differs significantly from that of traditional U.S. 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 U.S. 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 underbanked Hispanic community: who they are, why they avoid banks and how financial institutions can reach them and grow their business
- Why Hispanic consumers choose different types of financial products over others, and how marketers can craft the right messages to captivate this audience
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