The relationship between identity and group affiliation with Hispanic consumer behavior.

In a cultural melting pot such as America, it is rare to find individuals who identify with one exclusive ethnic group. It is even more uncommon to come across a person who is influenced by one single source when making person decisions. Lelayni Velez and Jose Martinez are examples of consumers with multiple reference groups.

As a single mother and head of a household, Leylani Velez makes purchasing decisions for her family daily.

“With household products (cleaners, packaged food) I find that my mother influences me a lot,” says twenty-six year old Velez.

Leylani’s mother was born and raised in Puerto Rico. Her mother moved to the United States in her early twenties and raised her family in America. Leylani has lived in the United States her entire life. She regularly communicates with family and friends living in Puerto Rico.

“I am Puerto Rican but I also say I am an American from the island of Puerto Rico,” says Velez.

Leylani identifies with two cultures. This is a common characteristic of, “U.S. Hispanics who maintain cultural ties, but also live within the context of the U.S. mainstream culture. Individuals do not necessarily hold onto one cultural identity. Cultural identity refers to the cultural group that individuals use in specific circumstances for electing courses of action or evaluating ideas or objects,” (Korzenny and Korzenny, 2005).

In Leylani’s situation, while she may look to up her mother for domestic purchasing decisions, other factors influence Velez when choosing different products or services.

“Every once in a while the commercials on TV will persuade me enough to purchase a product,” says Velez. “Restaurants and entertainment are influenced heavily by friends and their experiences.”

“Marketers need to understand the reference group that Hispanics use for their consumer decision making. Also a key point is to understand which reference groups Hispanics may use under varying circumstances,” (Korzenny and Korzenny, 2005). Leylani epitomizes this insight.

Velez confirms that, “advertisements and testimonials featuring Hispanics are more impactful than if the models are non-Hispanic,” (Korzenny and Korzenny, 2005). But she notes, “I think (seeing other Hispanics in advertising) is encouraging, however, the way they are portrayed is sometimes ridiculous.”

Velez’s significant other, Jose Martinez, shares her opinion about advertisements.

“It irks me when I see Mexicans in advertisements wearing sombreros and drinking Coronas,” says Martinez. “I personally prefer baseball caps and Budweiser.”

Martinez is Mexican American.

“I’ve lived in the United States my entire life,” says Martinez. “I have American friends, Mexican American friends and I am dating a Puerto Rican America woman.”

Jose’s “sense of identity is defined socially,” (Korzenny and Korzenny, 2005).

“My friends are a major influence on my purchasing decisions,” says Martinez. “I consult them and ask about their experiences with a product or at a restaurant before I make my final decision.” Martinez’s reference group is multicultural.

As the Hispanic population grows in the United States the complexity of Hispanic marketing is increasing as well. Marketers will not be able to advertise household products to Hispanics in the fashion they advertise restaurants or entertainment. And placing a token Hispanic in an advertisement to fulfill a multicultural mission will result in an ineffective advertisement. Therefore is it necessary for marketers to continue communicating with members of their target market, such as Leylani and Jose, to create successful advertisements.

By Katie Flanagan
Student
Center for Hispanic Marketing Communication
Florida State University