Abstract
Where Hispanics Live and Where They' re From: How Regional Differences and
National Heritage Influence Latino Consumer Attitudes and Behavior, a new
report from Packaged Facts, draws upon the Simmons National Hispanic Consumer
Survey to provide an in-depth analysis of Hispanic consumers across regions
and leading metropolitan markets. The report begins with an analysis of
important demographic trends affecting the Hispanic market in key regions and
metropolitan markets. Another chapter assesses regional differences and
similarities in the use of the Spanish language and the degree of
acculturation among Hispanic consumers. The next section of the report focuses
on regional characteristics of Hispanic consumer behavior. One chapter
highlights how the attitudes and behavior of Latinos in key areas-such as
shopping, brand loyalty, fashion and personal appearance, and food-are
affected by where they live as well as by their national heritage. Another
chapter offers an in-depth view of the impact of Spanish-language advertising
across regional and metro markets. A separate chapter in this section compares
regional Spanish- vs. English-language media usage patterns, including
newspapers, magazines, television, and radio. The next section of the report
contains in-depth profiles of consumers in key regional markets and leading
Hispanic metropolitan markets. The final section of the report assesses the
magnitude of Hispanic buying power in 24 major metropolitan areas and nine
regions and sub-regions and highlights trends and identifies marketing
opportunities arising from regional differences and similarities in the
consumer behavior of Latinos.
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