Assumed Similarity: A Potential Mistake in Hispanic Marketing

Moises is only seventeen years old and lives in Quincy, Florida. He has not been a Florida resident for a long time. He comes from a broken home in Texas. His mother decided to leave Moises’ father and move to Florida where her sister was living. Moises has adapted very well to his new environment, however, his previous experience in Texas has led him to look for his Tex-Mex roots. He has recently started to play the accordion and pay more attention to programs that feature banda music or pasito duranguense music. In this music, Moises finds a way of still being connected to his father, who also plays the accordion.

Like many other teenagers, Moises is also exposed to mainstream mass media such as MTV and his I-pod has an eclectic selection of Tex-Mex music and pop. He has recently shown interest in joining the army as a way to gain the respect of his friends and family, but his strong interest in music has counteracted that feeling. Respect usually plays a central role in the development of young Hispanics like Moises; his main role models that he has acquired through television are either famous norteño singers or war heroes. The idea of wearing a uniform is perhaps the drawing force inside Moises, whether it is the uniform of a musical band or an army uniform, the need for belonging and respect are tied together.

Don Martin is Moises’ uncle. He is married to Moises’ mother’s sister, and they have developed a father-son-like relationship. Don Martin comes from Mexico; he is currently in his 40s and takes care of the family. Don Martin had the vision of establishing businesses to target the Hispanic population in Quincy, such as restaurants, grocery stores and even party venues that he rents for traditional parties such as quince-años. This has make Don Martin one of the wealthiest men in Quincy, but according to his friends he continues to be the same good man that they met 25 years ago when he first came to the United States. Don Martin refers to himself as a Mexican with no ambiguity; he states that he is from Mexico as if he was just visiting this country for a long period of time. His attire is nothing flashy or exaggerated: jeans, sneakers, shirt and an old sweater. But when it comes to cars it is a different story. Don Martin likes to drive his fully loaded Infinity SUV only on rare occasions, and when he does, success blinks in any single shimmering light reflection of the sun on his silver vehicle. Infinity is now a well known brand in Mexico even though the brand entered the Mexican market just a few years ago. Therefore there is no way that Don Martin was familiar with the brand back in Mexico.

Don Martin and Moises share a house, a workspace, and a culture, however both of them have been exposed to different cultures. Assuming that homophily is a constant in Hispanic families would also be a mistake for marketers since youngsters like Moises have different ideas and taste than their older counterparts.

By León García
Student
Center for Hispanic Marketing Communication
Florida State University