Segmenting the U.S. Hispanic Market Based on Level of Acculturation

Abstract In recent years marketers have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Commercials, packaging and products are all being tailored for African Americans, Asian Americans, and Hispanic-Americans. Modern advertising research has suggested that advertisers should be cognizant of differences within these ethnic groups. Of all the ethnic groups in the United States, Hispanic-Americans are one of the fastest growing segments and an important buying and voting bloc. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un-acculturated minorities, specifically the Hispanic market. Not only do marketers have to divide the Hispanic market by country of origin but by level of acculturation as well. As the Hispanic market keeps growing both in size and buying power, companies in a wide variety of industries will enjoy significant marketing opportunities. But since this young, burgeoning market is extremely diverse, marketers should be aware of extensive demographic and economic differences among the Hispanic household population.