Research

Imagine walking into a huge department store. Where do you start? There are items everywhere and the experience can be overwhelming. Now imagine you are in a brand new country, walking into another huge department. This experience can be even more overwhelming. These are things marketers need to take into account when trying to reach out to the Hispanic market. Quinten Ershock – Student – Center for Hispanic Marketing Communication / Florida State University

As an emerging market in the United States, Hispanic consumers are an important segment for companies to account for to remain competitive in today’s economy. To best target this segment marketers must understand how Hispanics reach purchasing decisions. Examining cultural trends will reveal that Hispanics are a highly collectivist demographic with a strong sense of community among family and friends. By Juan Gonzalez – Student – Center for Hispanic Marketing Communication / Florida State University

The relationship between Hispanic identity and consumer behavior is very interesting. Because of the diversity within the Hispanic market, there is not one cookie-cutter approach that the marketer can always refer to when planning a marketing campaign. Instead, the marketer must do his or her due diligence in researching cultural preference, including appropriate reference or belongingness groups, for a particular brand or product (Korzenny and Korzenny, 2005.) By Deborah Roberts – Student – Center for Hispanic Marketing Communication / Florida State University.

“Me, a name, I call myself,” is a lyric from The Sound of Music’s “Do, Re, Mi”-but it is also a concept and a construct that individuals regularly deal with, both consciously and subconsciously. How does one describe themselves? By Nicolette Alex-Sands – Student – Center for Hispanic Marketing Communication /Florida State University.

Cultural identity plays a major role in marketing specifically to the Hispanic population within the United States. It is important for marketers to understand the unique aspects of the Hispanic culture and how it is displayed in the everyday life of a Hispanic-American individual. What does the term “Hispanic” imply about this rising demographic and how can a deeper understanding of the term improve the bottom line of business? These are questions that can be answered by reaching out to the Hispanic community.By Courtney Guler – Student – Center for Hispanic Marketing Communication /Florida State University

Even in a challenging and rapidly changing marketplace, lower-income shoppers will generate $115 billion in incremental spending during the next decade. However, they are one of the most misunderstood, ethnically-diverse and underserved shopper segments in the United States. To help retailers and manufacturers truly grasp the behavioral and attitudinal differences across five key lower-income micro-segments, SymphonyIRI Group, Inc. is releasing its fourth annual research report, “The Lower-Income Shopper Report: Serving Lower-Income/Multicultural Shopper Micro-Segments.”

With consumers around the world cutting back on discretionary expenses during the recession, Nielsen probed consumers’ attitudes towards health and beauty (H&B) products—where they purchased them and what factors went into their buying decisions—as part of its Global Online Survey of more than 27,000 people across 55 countries in the first quarter of 2010. And while views and habits differ by region, there’s one thing in common: people continue to place importance on looking good and feeling their best.

For years, communicators and marketers who work with multicultural consumers and businesses have known from experience that a brand’s involvement with their community influences purchasing decisions.

The shopper experience study currently underway by The Integer Group and M/A/R/C Research revealed in their recent newsletter, The Checkout, that Hispanic shoppers show a shift in shopping behaviors by season, in comparison to general market shoppers.

As the number of consumers who multitask while using print and electronic media continues to rise, magazine reading among women remains a relative stronghold of undivided attention, according to new data from GfK MRI’s MediaDay 2010 survey.

Immigrants in New York, including Latino foreign born, have English proficiency rates that exceed the national average, regardless of when they came to the United States, according to a report released today by the Center for American Progress.

The annual inflow of unauthorized immigrants to the United States was nearly two-thirds smaller in the March 2007 to March 2009 period than it had been from March 2000 to March 2005, according to new estimates by the Pew Hispanic Center.

According to Centris, in many areas related to technology, Hispanic households profiled similarly to White and Blacks. Hispanic households are often as likely to own technology products or subscribe to technology services — ranging from cell phones to HDTV and broadband connections — as White households that have higher annual incomes on average.

As any nine-to-fiver will testify, a new paycheck brings with it a familiar sense of freedom, albeit one that dwindles in lockstep with the balance in one’s checking account. But, it’s not account size that influences consumer behavior; rather, it’s the time that has elapsed since payday, according to a new study published in the September issue of the Journal of Marketing.