Study identifies acculturation as primary segmentation tool - Hispanic MPR

ccording to a 2008 segmentation study, acculturation is the most significant factor when segmenting the U.S. Hispanic market. At the same time, the lead researchers involved in the study, David Morse and Susanna Whitmore of New American Dimensions, believe there are important differences between the various groups marking it important for marketers to have a clear understanding of Latino market segments before approaching them.

In the Acculturation & Beyond New American Dimensions Hispanic Segmentation Study report they counsel marketers to be cautious of stereotypes. As an example, they point out that consumers that would be considered unacculturated by some standards may exhibit behaviors more common among acculturated Latinos. On the other hand, many Latinos born in the United States are eager for a strong cultural connection with their country of origin and roots.”*

Stumble it! | |

Other posts that may interest you

Listen to podcast interview with Miguel Gomez Winebrenner, senior consultant, Cheskin about segmentation by level of acculturation - Hispanic MPR

AHAA announces Study of Latino Cultural Identity

Adapting to US life ups Latinas' preterm birth risk

New report identifies lack of disaster preparedness for immigrants in Southern California

Hispanic drug use rises in US culture

The New Hispanic Diner - from the 2008 "New American Diner Study"

Latino soup for the General Market soul: Leveraging “the Latino” as a strategic tool for general market marketing

New Research Identifies Most Important Issues for Hispanics - Education Leads the Way in Study That Also Reveals Most Trusted Sources for Information

Few Primary Care Practitioners Offer HIV Tests to Hispanic Patients in Los Angeles, New UCLA AIDS Institute Study Finds

Univision & Telemundo Absent From PEJ & Shorenstein Study « Platicando