The Relationship between Identity and Hispanic Consumer Group Affiliation.

Deshpande, Hoyer, and Donthu (1986) defined ethnicity as “a sense of common descent extending beyond kinship, political solidarity vis-à-vis other groups, common customs, language, religion, values, morality, and etiquette.” However, Jensen (2005) noted that education, income, home ownership, age and life style are considered more important factors than race and ethnicity when targeting the multicultural market. US Hispanics, Asian Americans and African Americans have been shifting to middle class suburbs and affluent neighborhoods in the community, and are identified more by their lifestyles and spending habits than their predecessors (Jensen, 2005). The purchasing power of US Hispanics has also increased. The median income of US Hispanic has risen approximately 20% from $27, 977 in 1996 to $33,565 in 2001 (Jensen, 2005). Korzenny & Korzenny (2005) indicate that US Hispanic consumer behaviors and purchase intentions are significantly related to their reference groups and cultural identity. As a result of the interviews I conducted as part of this paper, I found that Hispanics tend to identify with and emotionally accept other Hispanics as a reference group in certain situations. Korzenny & Korzenny (2005) supports this idea and refers to it as homophily. Using other Hispanics as a reference group appears to provide confidence and credibility when making purchase decisions (p.63).

Deshpande, Hoyer, and Donthu (1986) looked at this issue of US Hispanics and the role of identity in purchasing decisions. The researchers confirmed following hypotheses: (1) strong Hispanic identifiers are more likely to be frequent users of Spanish language media (both broadcast and print) than are weak Hispanic indentifiers; (2) strong Hispanic identifiers are more likely to be brand loyal than are weak Hispanic identifiers; (3) strong Hispanic identifiers are more likely to buy prestige products than are weak Hispanic identifiers; (4) strong Hispanic identifiers are more likely to buy products advertised to their ethnic group than are weak Hispanic identifiers. This study strongly supports the results of the interview that I conducted. Hispanics are apt to support each other to see their community grow. Advertising campaigns designed or translated into Spanish targeting Hispanics, which have a non-Hispanic celebrity, will not be as effective as those that feature a person of Hispanic decent. For instance, TV commercials and print advertising featuring well known Hispanics such as El Gordo, Lilly Estefan, Emilio and Gloria Estefan, Don Francisco, Daddy Yankee, Ozzie Guillen or Alex Ramirez are likely to be more effective than marketing efforts featuring endorsement of other typical American celebrities such as Brittney Spears or Angelina Jolie. In general, Hispanics may feel that if a person advertising a product is Hispanic, that person has the same beliefs and values that they do (Personal Communication, January 23, 2008).

The interviewees think of themselves as Latino because they believe that the word ‘Latino’ was generated within their community and they feel ownership over the label. The term ‘Hispanic’ has become generally accepted in part due to Hispanics persuading the government that their group has historically been subjected to prejudiced laws and social systems. This allowed the government to track the needs of Spanish-speaking people around the country (Personal Communication, January 23, 2008; Las Culturas.com, 2004). Cultural identification significantly influences consumers’ purchase intention (Korzenny, 2005). All Hispanics do not communicate exclusively in Spanish. Differences within the Hispanic communities exist in part due to the extent to which consumers are exposed to Spanish language media. Therefore, considering cultural identity, varying reference groups, ethnicity, and belongingness groups when designing marketing campaign are crucial to reaching US Hispanics effectively.

Hispanics are family-oriented, so some marketers have used messaging with family themes to appeal to this deeply entrenched value. Furthermore, endearing humor can be utilized, as long as it is sensitive to cultural nuances. Marketers should consider not including stereotypical images of maracas and sombreros in messaging which may be perceived as generic and possibly even offensive. Hispanic consumers can not be lumped into one target market. Careful segmentation must take place based on the factors discussed above and should be based on solid market research.

By Jun Woo Kim
Student
Center for Hispanic Marketing Communication
Florida State University

References

Deshpande, R., Hoyer, W., & Donthu, N. (1986). The intensity of ethnic affiliation: a study of the sociology of Hispanic consumption. Journal of Consumer Research, 13(2), 214-220.
Hispanic or Latino (2004). Las culturas.com. Retrieved January 23, 2008 from http://www.lasculturas.com/aa/aa070501a.htm
Jensen, C. (2005). Today’s Hispanic consumer. Retrieved January 26, 2008 from http://www.tia.org/uploads/casestudies/Hispanic%20White%20Paper.pdf>
Korzenny, F., & Korzenny, B. A. (2005). Hispanic marketing: a cultural perspective. Burlington, MA: Elsevier Butterworth-Heinemann.