Automotive industry researchers: Hispanic teens worth pursuing

“Companies trying to increase sales by understanding who buys what, sometimes rely on analysis of target markets and buying trends. The North American automotive industry is among the many industries and companies seeking to understand an important and growing market segment: Hispanic youth.

In a study presented recently at the 2006 ESOMAR Automotive Conference in Lausanne, Switzerland, a representative from Anderson Analytics looked at economic potential, identification of causal differences, and reachability, in order to determine whether this segment merits a unique marketing approach. Anderson’s analysis of the quantitative and qualitative data made a strong case in support of targeting Hispanic youth with a unique and differentiated marketing strategy.

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