Marketing to the Hispanic Community
Tóm tắt
Hispanics make up a consumer market of numerous segments and particular needs, yet they have been ignored by most large companies. What is the nature and scope of this market? The authors present background information on the Hispanic community and outline a framework for analyzing and cultivating this market segment.
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Tài liệu tham khảo
Cervantes F. J., 1980, Educators Conference Proceedings, 180
If President Reagan's new immigration commission's recommendations on granting amnesty to undocumented aliens becomes a reality, the official count of Hispanics may be as high as 20 million. Additionally, unabated legal and illegal immigration of Hispanics may increase this count to a 24 million unofficial mark, thereby surpassing Black Americans as the largest minority group at present.
Sales and Marketing Management, “Latinos: A Market that Grows to a Lively Salsa Beat” (27 October 1980), p. 30.
While associated with Ed Yardang Communications group, one of the authors was instrumental in the design and execution of this advertising campaign.
Persons of Spanish Origin by State: 1980, PC80-S1-7 Supplementary Report, Bureau of Census, U.S. Department of Commerce (August 1982), pp. 1–17. The Bureau of Census defines Hispanics as those persons of Spanish origin or descent who classified themselves in one of the specific Spanish origin categories listed on the census questionnaire: Mexican, Puerto Rican, or Cuban, as well as those who indicated they were of other Spanish/Hispanic origin. Persons reporting “other Spanish/Hispanic” origin were identified as those whose origins are from Spain or other Spanish-speaking countries of Central or South America, or they are Spanish-origin persons identifying themselves generally as Spanish, Spanish American, Hispano, Latino.
Advertising Age (6 April 1981), p. S-23.
Minutes and Report of Committee Recommendations, Census Advisory Committee on the Spanish Origin Population for the 1980 Census, Bureau of Census, U.S. Department of Commerce (October 1980), pp. 1–32.
1980, National Geographic, 157, 780
Newsweek, “Chicanos on the Move” (January 1979), pp. 22–26.
Age, Sex, Race, and Spanish Origin of the Population: 1980, PC80-S1-1 Supplementary Reports, Bureau of Census, U.S. Department of Commerce (May 1981), pp. 1–6.
Current Population Reports Persons of Spanish Origin in the United States: March 1979, Bureau of Census, U.S. Department of Commerce (October 1980), Series p-20, No. 354.
Television/Radio Age, “Latino Population Becoming Largest U.S. Minority Group” (December 1979), A1-16.
Current Population Reports, op. cit., p. 5.
Much of the psychographic and life style information presented under this section has primarily been adapted from the research report by Ed Yardang and Associates, The Spanish Language Market in Simple English (San Antonio, Texas, 1979), p. 19. One of the authors was instrumental in the execution of this study.
Strategy Research Corporation, The Dade County Market: 1980 Miami: Strategy Research Corporation, 1980), p. 44.
Advertising Age, “Cultural Differences Offer Rewards” (April 1970), section 2, pp. S-20, 21.
Yankelovich, Skelly and White, Inc., 1981, Spanish USA: A Study of the Hispanic Market in the U.S.
Koehn Hank E. “Trends to the Future: A Latin Flavor,” Journal of Systems Management (February 1979), pp. 34–35.
In Spanish language media, there are sixteen magazines with national coverage, 88 local newspapers and magazines in 15 states and 40-plus markets. There are 177 radio stations and 13 television stations in those cities with large concentration of Hispanics. There is a 30-station Spanish TV network called Spanish International Network (SIN), and by year's end there will be 100 network affiliate stations, reaching 90 percent of the population. And with cable TV coming onto the scene, the growth should continue.
Yankelovish, op. cit.
Advertising Age, “Brand Loyal Hispanics Need Good Reason for Switching” (16 April 1979), p. S22.
Brittain Bruce, “Market Research Among Hispanics a Must,” Southern Advertising Markets (September 1978), pp. 24–26.
Marketers and marketing analysts can operationalize the AIG concept in several different ways. Our intent here is not to suggest that this is the only meaningful way to do it. The approach emphasized here is intended to be conceptual rather than empirical in nature.
Cluster analysis can also be effectively employed to isolate and uncover Hispanic subsegments. It is concerned ultimately with classification, and the usual objective of cluster analysis is to separate subjects into groups such that each subject is more like other subjects in its group than like subjects outside the group. Thus, marketing analysts can also use this technique to validate and substantiate our AIG segmentation scheme via empirical data.