Filed Under: [ Hispanic News ] [ Marketing ]
Tags: blog, money transfer
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“I’m often asked how companies can avoid stereotyping or generalizing when creating a Hispanic strategy, given the various ways in which the market segments.
One of the first considerations when creating a Hispanic brand strategy is to understand how a product or service is purchased. Unless a product is country specific or purchasing behavior is representative of a certain country, nationality is often not a consideration. It is a consideration, however, for certain types of food, music, concerts, restaurants, or specialized services like money transfers. What’s important is to be clear on whether the product or service is a functional purchase or an emotional purchase.”
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