Acculturation among Hispanic Consumers.

Acculturation is the process by which a person learns or accommodates to a new culture (Forrest). The learning process takes place by observing the “host” culture and eventually adjusting oneself to function better within the given culture. Many factors contribute to the acculturation process including one’s environment, social context and length of exposure. Acculturation levels will affect how a consumer behaves. During the acculturation process different stages will occur; creating unique sub-groups within the population.

One Hispanic consumer of Mexican decent, who has been living within the American culture for over 20 years, suggested that his purchasing habits have changed over time. One habit in particular is where he shops. When he first arrived in the U.S. he was actively seeking out stores that were considered Mexican and typically owned by a Mexican. As he became more acculturated the importance of shopping at Mexican stores declined. This change was also affected by the growth of his family and his American-born children. However, even though this consumer has been living within the “host” culture for many years, he would still be considered partially acculturated. He is part of this segment because his original culture is still a significant factor in his everyday life including his purchasing habits. Acculturation differs from assimilation in that during acculturation one does not have to lose their original culture.

According to the Synovate: U.S. Hispanic Market Report, published in 2004, some of the most significant influences of acculturation are life events including; employment status, household establishment, family formation and education. The Hispanic market tends to be sub-segmented based on cultural tension. Cultural tension is a measure of how much anxiety or psychological tension exists during a person’s acculturation process (Forrest).

A report discussing Hispanic spending habits highlights the significant difference between first and second generation Hispanics. Second-generation Hispanic-Americans are generally deeply affected by the U.S. mainstream culture (Jensen-Campbell). One U.S. native-born Hispanic suggested that his purchasing habits are no different than his friends who are mostly non-Hispanic whites and also mentioned that the ties he feels to his country of origin are through his parents. He learned to speak Spanish from his parents as this is the language they use in their home. Second-generation Hispanics as a whole tend to be much more acculturated.

In order for companies to remain competitive, they must consider acculturation levels among Hispanic consumers. Assumptions regarding the “general Hispanic population” cannot be made because of the many sub-segments that exist. Many different factors will influence purchasing habits and preferences. In order to be effective, marketing professionals must continue to conduct up-to-date in-depth research to monitor changing trends within the population. Effectiveness will be heavily based on understanding cultural influences.

By Jolene Gurtis
Graduate Course on Hispanic Marketing Communication
Florida State University

Works Cited
Forrest, Jim. “13.” Understanding Hispanic Acculturation. Feb 2005. Synovate. 5 Oct 2008 http://mendota.english.wisc.edu/~danky/pdf/acculturation.pdf>.
Guillian, Javier. Telephone interview. 3 Oct 2008.
Jensen-Campbell, Cam. “Today’s Hispanic Consumer.” White Pages 27 Apr 2005 5 Oct 2008 http://www.tia.org/uploads/casestudies/Hispanic%20White%20Paper.pdf>.
Korzenny, Felipe and Betty Ann Korzenny. Hispanic Marketing: a cultural perspective. Burlington, MA: Elsevier Butterworth-Heinemann, 2005.