Abstract
The Hispanic market is among the fastest growing demographic segments in the United States, making it an enticing segment for many marketers and product developers.
By using both quantitative survey methods and qualitative observational methods, we discovered that the Hispanic demographic (like the United States as a whole) can be described as a "culture of many cultures" made up of many distinct subgroups. However, various segments of the Hispanics market do share beliefs and behaviors that can be leveraged to gain a deeper understanding of the segment and, ultimately, create communications and product offering that resonate with Hispanic consumers.
More specifically, our research addresses the following questions:
- How are the buying and shopping patterns of Hispanics and non-Hispanics similar and distinct from one another?
- What segments exist within the Hispanic demographic and how do marketers appeal to the various segments?
- What categories are most impacted by the growth of the Hispanics market?
- What channels do Hispanics tend to favor and why?
- Are Hispanics more open to advertising than non-Hispanics?
Our analysis addresses these questions and others to provide actionable insights to companies working within the Hispanic market.
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