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Executive Summary
Section 1: The Hispanic Population Today
Chapter 2: Hispanic Population Patterns
- Size and Growth
- Current Geographic Distribution
- Gender and Age Structure
Chapter 3: Economic Profile of Hispanics
- Income
- Employment and Occupational Patterns
- Home Ownership
Chapter 4: Social Issues Affecting Latinos Today
- Access to Health Care and Health Insurance
- Education
- Discrimination
- Section 2: Understanding the Hispanic Consumer
Chapter 5: Overview of Hispanic Consumers
- Profile of Hispanic Consumer Units
- Consumer Expenditure Trends
Chapter 6: Language, Identity, and Culture?Getting Behind the Behavior of Hispanic Consumers
- Comparison of U.S. and Foreign-Born Latinos
- Language and the Hispanic Consumer
- Acculturation and Assimilation among Latinos Today
- Core Values of Hispanics
- The Importance of Family
- Following The Immigrant Dream
- Liberal Political Beliefs and Conservative Social Values
- Cultural Identity and Consumer Behavior
- Brand Loyalty Issues
- Shopping Behavior and Buying Patterns
- Implications for Hispanic Marketing Strategies
Chapter 7: Nationality and the Latino Consumer?What Cubans in Miami, Mexicans in Los Angeles, and Dominicans in New York Have in Commonc.and How They Differ
- A New Look at Census 2000 and Hispanic National Groups
- Significance of Race and National Origin among Hispanics
- Comparison of Major Hispanic Groups?Mexicans, Puerto Ricans, Cubans, Central and South Americans
- Size of Population and Major Population Centers
- Household Structure
- Educational Achievement
- Income and Employment
- Impact of Nationality on Major Hispanic Markets
- Implications of National Identity for Hispanic Marketing Strategies
Chapter 8: Hispanic Families and Their Kids?Understanding The Driving Force of the Hispanic Market
- Family Structure
- Profile of Hispanic Parents
- Family Environment of Latino Kids
- Consumer Behavior within the Latino Family
- Latino Family Values and Consumer Behavior
- Impact of Latino Kids on Family Consumer Behavior
- Implications for Hispanic Marketing Strategies
Chapter 9: In Search of the Next Generation?How Younger Latinos Are Changing Hispanic Media and Marketing
- Growing Numerical Importance of Younger Generation of Hispanics
- Increasing Cultural Influence of the New Hispanic Generation
- Emerging Responses of Hispanic Media and Marketers
- Implications for the Future of the Hispanic Market
- Section 3: Marketing to the Hispanic Consumer
Chapter 10: Marketing and Advertising Trends
- Strategic Issues
- Marketing and Promotional Approaches
- Overview
- Examples of Hispanic Marketing Programs
- Advertising Strategies and Campaigns
- Advertising Receptivity among Latino Consumers
- Examples of Hispanic Advertising Campaigns
Chapter 11: Hispanics and the Media
- The Move toward Consolidation within Hispanic Media
- Language Issues and Hispanic Media Usage Patterns
- Overview of Print Media
- Radio and Television
- Section 4 The Changing Shape of the Hispanic Market
Chapter 12: Hispanic Buying Power
- Factors Affecting Buying Power of Latinos
- Historical Trends
- Projected Buying Power 2003-2008
Chapter 13: The New Geography of the Hispanic Market?The Emerging Latino Diaspora in the United States
- The Mexicanization of the Hispanic Market
- Emerging Growth Areas
Chapter 14: Trends and Opportunities?Present and Future
- Current Trends and Marketing Opportunities
- The Hispanic Market of the Future
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