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Hispanics and Sustainable Transportation


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Presentation Feb 15, 2013 at Alliant International University, San Diego. DBA

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Hispanics and Sustainable Transportation

  1. 1. SUSTAINABLE BEHAVIORS OFCALIFORNIA HISPANICS REGARDING TRANSPORTATION Dr. Mary Beth McCabe Dr. Ramon Corona Dr. Richard Weaver National University DBA Colloquium Series Presented Feb 15, 2013 Zable Hall, Alliant University
  2. 2. Father of Strategic Management, Dr. Igor Ansoff Taught me at USIU from 1986-1989
  3. 3. Creating an intersection• How do you make that happen? Hispanics Sustainability
  4. 4. Energy is 20% of our economy
  5. 5. Solar Today Magazine Nov/Dec 2012
  6. 6. CA. Hispanics $100k+ want/need information % High Income who "Always" Pay Attention to Information non-Hisp Hispanic 47 41 37.1 31.3 26.520 17.9 14.3 solar energy hybrid cars water recycling
  7. 7. San Diego Hispanic Growth
  8. 8. Never use shared transportation % non Hisp Hispanic 70.6 67.6 4137 car pool public trans.
  9. 9. Case Study: Hispanic Marketing
  10. 10. Marketing Tactics
  11. 11. Banner Ads: Spanish
  12. 12. High Incomes Media Preferences8070605040302010 0 flyers web tv radio mag/news facebook twitter ads/sites non-Hisp HispanicReach Hispanics with transportation messagesCalifornia Hispanics prefer to watch TV and listen to radio more than nonHispanics. Their second choice overall is web.
  13. 13. Marketing Research
  14. 14. Pinterest has followers, lookers
  15. 15. 3 Minute segments on XEWT-12
  16. 16. Company Page Social Media
  17. 17.
  18. 18. 5 Key Findings (exploratory)• Hispanics will pay attention to hybrid auto information. They are hungry for content, as very little has been communicated effectively. (NOTE: Nothing in Mexico like the Discovery Channel exists, even today.)• More Hispanics drive gasoline hogs (trucks/low mpg) and more drive fuel efficient cars (i.e., smaller and less expensive).• Green transportation: High income Hispanics may buy a hybrid car more than non-Hispanics at same incomes.• Fewer Hispanics share the ride. “Sometimes and never use” public transportation or car pools is higher than non-Hispanics.• Media habits are different: TV then websites for high income. Websites then TV for high education. High income Hispanics may see hybrid cars on TV and make their choice from this exposure without using the web as often. In addition, highly educated Hispanics may seek more detailed information that one can find online, before shopping for their hybrid car.
  19. 19. Summary:• What can you take-away? – Hispanics and transportation topic full of potential – Sustainability and Hispanics intersect well – Hispanic Marketing growing still, changes ahead – Culture and customs are critical to messaging
  20. 20. REFERENCESDeen, L “Building the Cars of the Future” Hispanic Engineer & Information Technology; Jun/Jul 2003, Vol. 18 Issue 1, p10Feng, Q., Wang, Z, Gu, D, Zeng, Y, “Household vehicle consumption forecasts in the United States, 2000 to 2025.” International Journal of Market Research; 2011, Vol. 53 Issue 5, p593-618, 26pGaquin, D., Ryan, M. Almanac of American Education, 2007 Bernan Press.Jacome, D. “In U.S., High Gas Prices May Make Many Get Fuel-Efficient Cars.”Gallup Poll Briefing; 5/23/2011, p1Kahn, M, Morris, E., Walking the Walk: The Association Between Community Environmentalism and Green Travel Behavior." Journal of the American Planning Association; Autumn 2009, Vol. 75 Issue 4, p389-405Katz, B., Puentes, R., “Taking the High Road: A Metropolitan Agenda for Transportation Reform.” In James A. Johnson metro series. Brookings Institution Press. 2005Korzenny, F., Korzenny, B., Hispanic Marketing: A Cultural Perspective, 2005Elsivier/Butterworth/HeinemannMcCabe, M., Corona, R, Weaver, R. Sustainability for Hispanics in California: Do TheyReally Care? Global Conference on Business & Finance Proceedings; Jun 2012, Vol. 7 Issue 2, p543-554McCabe, M, Corona, R. Marketing to Hispanics: Eco-Friendly Behavior Patterns, International Business & Economics Research Journal, Oct 2011 Vol 10. No. 10.Meneses, W., Effectively Reach U.S. Hispanic Consumers: 50 Million Plus and Growing, Meneses Research, 2011, San Diego, CANewcomb, Technavio, July 26, 2012 “New Study Predicts Rise in Hybrid Sales” accessed July 26, 2012 28ae302ef748Royne, M., Levy, M., Martinez, J. The Public Health Implications of Consumers Environmental Concern and Their Willingness to Pay for an Eco-Friendly Product. Journal of Consumer Affairs; Summer 2011, Vol. 45 Issue 2, p329-343Sangkapichai, M., Saphores, J “Why are Californians interested in Hybrid Cars?”Journal of Environmental Planning & Management; Jan 2009, Vol. 52 Issue 1, p79-96Schuhwerk, M., Lefkoff-Hagius, R., Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product? Journal of Advertising; Summer 1995, Vol. 24 Issue 2, p45-54Spissu, E., Pinjari, A, Pendyala, R, Bhat, C, A copula-based joint multinomial discrete–continuous model of vehicle type choice and miles of travel. Transportation; Jul 2009, Vol. 36 Issue 4, p403- 422
  21. 21. Contact infoDr. Mary Beth McCabemmccabe@nu.eduDr. Ramon Coronarcorona@nu.eduDr. Richard