Understanding Hispanic Identity for Quality Marketing.

Everywhere I go I hear that marketers need to sell. Not only that. They need to sell a lot. It does not matter anymore what is to be sold and it does not matter to whom. It matters how much. I think that people who make statements like this are wrong at least at some level. To me it matters to whom I will be selling the products.

I started to wonder: “Who will be my target market?” I have established that I would like to work with the Hispanic market. However, I do not only want to know the statistical measures but I want to know my audience from more human point of view. I want to know what they think and what they feel. I am convinced that the knowledge in this area will help me better understand the target market and therefore better aim at it.

Not all U.S Hispanics consider themselves “Hispanic.” Some of them consider themselves Cuban-American, Latina, Mexican, Puerto Rican and many more. Latina and Hispanic in some cases are used interchangeable and in some other more specifically. For example, according to some, Latina is used more often when speaking with other Hispanics, while the term Hispanic is used more often when speaking with Anglos. As most U.S Hispanics are proud of their heritage and also the fact that they grew up or moved to the United States, there are moments when they are more likely to manage the way they want to be perceived. One of my interviewees on a visit to Spain realized that when he described himself as Cuban-American, he was perceived in a negative way. However, when he described himself as Cuban only, he realized that the Spaniards were friendlier. He also explained that it tends to be the case with the Hispanics from Latin America. Since he identifies himself as Cuban rather than American, he is more likely to be influenced in his purchase decisions by the Hispanic peers and models in ads. His friends and family has a huge impact on his purchase decisions. If his family disagreed with his purchase decision, he said he was not likely to make this purchase because his family’s opinion was to him very valuable. However, he said that it is not because he “is trying to fit in but because of who he is and he is Hispanic. This is how he was raised.”

In contrast, another of my interviewees who is half-American and half-Ecuadorian, felt not Hispanic enough around Hispanics and not American enough around Americans, yet she considered herself Hispanic at all times. Even though she grew up in the U.S.A and was only half Ecuadorian, she was more influenced by Hispanic models. She emphasized the fact that her home, her style of clothing and accessorizing were “very Hispanic.” However, when it came to technology purchases, her identity had no influence on her purchase patterns. I also found out that some Hispanics, particularly those raised among non-Hispanics have identity problems not wanting to admit they were Hispanic, since as children they had faced some sort of prejudice or aggression. As the time goes by, like other Latin Americans, they admitted to their heritage and felt the great pride of it. Therefore, even those raised among non-Hispanics still felt more influences by Hispanics models in ads as well as their Hispanic peers.

Hispanics, in general, as already mentioned, feel a great pride of their heritage. They like to show it. Many of my interviewees admitted they surround themselves with other Hispanics because as they say “the similar way of life and the attitudes make it easier to meet new Hispanics.” They feel that U.S Hispanics are much more relaxed and open in comparison to the U.S Americans. Even such a simple tradition as dinner is preceded by spending time together and so is the time after the meal. Many Hispanics admit that they feel that Americans do not use food for social gatherings and bonding as much as Hispanics do. Americans tend to eat and leave rather than to continue enjoying time after the meal with friends and family. In addition, once Hispanics become friends, they instantly become a family. Hispanics have strong ties to the community and to them the opinion family members and those in the community greatly matters making them more likely to be influenced by those groups. Especially that to a Hispanic being around other Hispanics and their specific culture gives them a feeling of comfort and understanding.

Hispanics’ strong ties to family, friends and the community as well as their attitudes make their culture different to the U.S American. Even though Hispanics have been migrating to the United States for a long time now, the second, third and so on generations still can be described as Hispanic, and their behavior is culture specific. Therefore in targeting this market, it is important to remember those differences in order to be successful. Hispanics, as a brand loyal market and the way they are influenced by their identity, give marketers a great opportunity to gain a valuable consumer who if satisfied will be loyal, and therefore beneficial to the brand.

Anna Rynarzewska
Student
Center for Hispanic Marketing Communication
Florida State University

References:
-Hispanic Marketing: A Cultural Perspective by Korzenny and Korzenny (2005)