Influences on Adolescent Brand Preferences in the United States and Mexico

The close ties between the U.S. and Mexican market has led to an increasing number of American firms considering operations south of the border. A number of segments within the Mexican market represent substantial opportunities for U.S. companies. This study considers the information sources used to form brand preferences by the emerging adolescent segment in the Mexican market when compared to their American counterparts. The findings indicate that Mexican adolescents are receptive to outside information sources in forming brand preferences for products at various involvement levels. However, significant differences exist between Mexican and American adolescents suggesting that, for U.S. firms to be successful in reaching this market segment in Mexico, a specialized advertising strategy may be advisable.