Marketing and Yearning to Return Home: A Hispanic Paradox.

As we reach adulthood and enjoy the ‘real world’ we sometimes forget the simple lessons in life that were so important in our childhood. One such lesson is along the lines of; before you judge another, put yourself in their shoes. This simple life lesson is often forgotten in the hustle and stress of everyday life. However for a marketer, especially a marketer trying to understand and communicate with the diverse U.S. Hispanic consumer market this lesson can make their work much more successful. By understanding the thinking process behind the consumer’s buying actions, marketers can pinpoint exactly how/when/where to communicate with the consumer.

According to Berger and Luckmann, “our sense of identity is defined socially” (Korzenny 67). As humans, we relate with each other and those who are the most similar to us, or those geographically closest to us. It is Bandura’s Social Learning Theory that makes understanding the U.S. Hispanic consumer market so difficult and intriguing. What makes Hispanics “Hispanic?” This is a question some Hispanics are not even able to answer. For the sake of time and clarity, people considered Hispanic are those who trace their origins to a Spanish-speaking country, according to Korzenny and Korzenny. Identifying which reference group your target consumer belongs to or uses as a reference can aid in the communication process and result in successful marketing.

According to Korzenny and Korzenny, “Mexicans now constitute at east 67 percent of all U.S. Hispanics. It is the job of a marketer to see past this statistic and understand the lives and behaviors of these people. One such way to bring clarity to an overwhelmingly large group of people is to speak, one-on-one with Mexicans, and discover what group they place themselves in and why.

This task is what brought me to a large wholesale nursery in Havana, Florida. Speaking with two immigrant workers brought a level of clarity and understanding that I might have been able to reach, if I would have remembered that simple childhood lesson. Delfino and Jose both work at the nursery and have wives and children. Other than the contact with other nursery employees and owners, they are surrounded mostly by Mexican immigrant workers. The lack of jobs in Mexico is what pressured these men to immigrate to the United States, leaving their friends and family behind.

Delfino and Jose, had little purchasing experience before coming to the U.S. Like anyone entering a foreign country, their transition was confusing and frustrating. Both men consider themselves Mexicans and found it amusing when I asked if they considered themselves U.S. Hispanics. “No,” Delfino replied with a shrug and smile, just Mexican. After speaking with these men and learning about their lives, families and future goals I realized their purchasing behavior is not based on their reference or aspirational groups. Rather, their spending habits are controlled by two things: cost and family.

These men send about half of their weekly paychecks back to Mexico. They also work hard to save enough money to return to Mexico, buy land and live the rest of their lives in comfort. Both said they would choose an American product over a Mexican product because of price. Neither cared if a Hispanic or non-Hispanic model was used in the advertising. They buy what they need, what is cheapest and what their children want. They do not look outside of their reference group to make purchasing decisions. These men have their hearts set on moving back to Mexico and therefore want to buy the cheapest products available. They are also not interested in exploring new brands or products. Their lives are consumed with their families and working on the nursery.

A marketer does not have to break their back to reach this consumer. Immigrants like Delfino and Jose are not interested in American consumerism. They want what is the lowest price with the clearest message. This is not the case for all immigrant workers. Many of Delfino and Jose’s coworkers are not supporting wives and children and do not plan to return to Mexico. These men are much more open to receiving messages concerning brands and products and will use aspirational groups as references.

Reference groups and consumer behavior are closely linked. However, when examining the reference group in which many immigrant workers fall into, a marketer will find people working hard to support their families in America and Mexico as well as save money for their triumphant return to their home-land. These people are not interested in becoming savvy consumers, at least not at this point. Interestingly, many people like Delfino and Jose end up not returning to Mexico because their children are rooted in American culture and life. This group of immigrants has the potential to become consumers that base buying decisions on reasons other than cost. Yet for now, companies wishing to reach consumers like Delfino and Jose must make their message clear and their product easy on the wallet.

By Amyleigh Lesseig
Multicultural Marketing Communication
Student
Center for Hispanic Marketing Communication
Florida State University