Description
Research on the Hispanic population has attracted the attention of marketing practitioners. The estimated purchasing power of Hispanics represents substantial opportunity, especially for those depending on sales growth. This work seeks to provide the reader with a broad understanding of the importance of acculturation as a tool for developing successful marketing strategies for the U.S. Hispanic market. This book describes a research study that develops and tests a model to examine the acculturation process of middle income Hispanics in the United States. The intention is to understand the changes in language preferences, ethnic identification, and values of Hispanics while adapting to the American culture. The study also examines the subsequent changes of Hispanics consumer behavior, media preferences, and loyalty as a result of the acculturation process, and explores possible differences across nationalities, gender, education, and income. Additionally, the work presented suggests a segmentation scheme based on acculturation. Cecilia Alvarez was born and raised in Mexico where she concluded her Bachelor’s degree in Actuarial Sciences and an MBA at ITAM. She completed a doctorate degree in Business Administration at Florida International University. Currently her research interests are related to Hispanic consumer behavior and language choice in advertising.
