Consumptive Behavior, Promotional Preferences, And Shopping Patterns Of Hispanic Americans: An Empirical Perspective

Abstract

Hispanic Americans are becoming a substantial purchasing force in the United States, thus creating as many opportunities as challenges for marketers in many companies. Although the literature is rich with studies of this sub-culture, new information is always welcome due to the extensive changes that this segment of society is experiencing, from population growth, increasing purchasing power and income, to shifting demographics, diversity, and acculturation. This study is designed to enhance understanding about Hispanic Americans via a survey of a random sample of 120 Hispanic American adult individuals in the Inland Empire area of Southern California. The data collected was analyzed and in this paper, the findings are reported and discussed as well as some marketing tactics recommended. At the strategic marketing level, the authors recommend the application of a theoretical marketing framework, one that matches the nature of the Hispanics’ market and its dynamics, to develop winning strategies and guidelines for marketers who are interested in this vital market segment.