This analysis reveals differences in consumer behavior between Hispanic and Anglo college students, suggesting tailored marketing strategies for Hispanics.
Business Week’s report “Hispanic Nation” ([@R22]), states that the 39 million Hispanic immigrants will drive growth in the U.S. population’s workforce, and that Latinos are the nation’s largest minority with their disposable income surging up nearly 30 percent in two years—double the rate of the rest of the population. The purpose of this paper is to assess the LOC among college students, to determine the differences between Hispanic and Anglo students regarding their LOC, and to investigate how this might impact marketing strategies for Hispanics.
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Adams et al. (2008) studied this question.
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