Mami Knows Best.

When dealing with marketing, especially Hispanic marketing, it is imperative for advertisers to consider who affects the purchasing behavior of people and how to use that to their advantage. Hispanics have a distinct feelings towards the recommendations and references of family and friends, often times, one that exceeds the advertising and information presented in other media. Of course, being in the United States, this sentiment has slowly been watered-down, and though it is still apparent, it is not solely Hispanics who influence other Hispanics. In interviewing two Hispanic individuals, a Colombian college student who has lived in the United States the majority of her life, and her mother, it become apparent that the principle of homophily (or the degree to which individuals who engage in communication share common attitudes, values, aspirations, and beliefs) also varies with the amount of assimilation/acculturation each has gone through.

When discussing purchase behaviors with the young college student, she said she does not feel that her heritage or upbringing had any role whatsoever. However, she realizes that when in the grocery store, she is compelled to buy Colgate toothpaste because that is the brand her mother always bought. After speaking to her mother, I found that Colgate was the brand that her mother buys as well. It was from this that one can deduce that the family, especially the role of the parents, influences Hispanic purchase behaviors greatly. This, of course, does not only apply to smaller things like toothpaste, but to more expensive things like cars. Both interviewees admitted to buying cars from the same Honda dealership in Miami. Not so much a coincidence, but their extended family (aunts, cousins, etc.) are all patrons of the same place.

The women felt that if a product was good for their family members, it was good for them. It was always important to know that what they were buying had a valid role and definite value in their life. It is this sentiment that makes them agree it is important for marketers to use Hispanic actors when trying to persuade their purchasing. It is vital for a person, Hispanic or not, to feel that the situation presented in advertisements is relatable to their own lives. This is extremely true for Hispanics because they identify themselves as something different and special compared to the non-Hispanic population of the United States, and may not find mainstream advertisements to be particularly relevant to their lives.

Coming into a new country it is easy to be huddled into one identifying minority group, but keeping in mind that all nationalities are different, these women don’t consider themselves as Latinas or Hispanics, but Colombians. They know the differences between their nationality and all of the others represented in the United States and therefore do not consider themselves in the same group heritage-wise.

Based on these conversations it seems safe to assume that the correlation between consumer identity and purchasing behaviors is prevalent in the Hispanic population of the United States. This insight is a sign to marketers that there is a great deal of brand loyalty and that a special effort needs to be made in order to reach Hispanics in order to see an increase in alternative products. Due to the assimilation of these women it is possible that they will break their purchase patterns to try something new, but the advertisement must do it’s job in showing not only the benefits of a product, but the relevance in one’s life.

Student paper based on two interviews for a class assignment

April Kandel
Student
Center for Hispanic Marketing Communication
Florida State University