Consumer Behav-Hispanic Subculture


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An examination of the Consumer behavior of the hispanic subculutre.

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Consumer Behav-Hispanic Subculture

  1. 1. Hiroki Noji<br />Sean McLamore<br />Silvia Lovera<br />Keisha Jones <br />Justin Hogan<br />Hispanic Subculture<br />
  2. 2. Demographic Analysis<br />Largest, and fastest-growing ethnic sub-culture.<br />They are diverse, and made up of 3 main and other various nationalities.<br />Mexican Americans<br />Puerto Ricans<br />Cubans<br />Others (from Central and South America)<br />
  3. 3. Demographic Analysis<br />Population-<br />10.5 million Hispanic family households in the US.<br />Of those, 61% include children younger than 18.<br />66% of households include married couples.<br />41% of married households consist of a child under 18.<br />
  4. 4. Demographic Analysis<br />Income<br />Median income of Hispanic households in 2008 was down 5.6% from the previous year.<br />The poverty rate is 23.2%, up from 21.5% in 2007.<br />Education<br />62% of Hispanics 25 or older that have at least a HS diploma.<br />13% (3.7 million) of Hispanics 25 or older with a bachelors degree.<br />
  5. 5. Psychographic Analysis<br />Values-<br />Secular versus Religious<br />Religion plays an important part in their culture.<br />Most are Roman Catholic<br />Extended Family versus Limited Family.<br />Close kit group of extended relatives.<br />Masculinity versus Femininity <br />“Machismo” is a gender based value that applies to males.<br />It refers to a mans duties to provide for, and protect his family.<br />Sports (soccer, baseball, boxing) are important to their culture.<br />
  6. 6. Psychographic Analysis<br />Attitudes-<br />Family<br />Families feel they have a moral responsibility to care for other members of the family going through a tough time.<br />Examples include: poor health, being unemployed, etc.<br />Time<br />Tend to place less of an importance on time.<br />Therefore, being less than punctual is socially acceptable.<br />
  7. 7. Psychographic Analysis<br />Attitudes-<br />Gender roles<br />Very traditional views on this, especially within family structures.<br />According to the DDB Database, Hispanics ranked the highest out of all subcultures according to their attitudes of what a woman’s role is within society.<br />The questions stated,” a woman’s place is in the home”<br />1.6% more Hispanics agreed with this statement than did the population on average.<br />
  8. 8. Psychographic Analysis<br />Lifestyles-<br />The strong masculine orientation is apparent in the form of husband dominant decision making.<br />The wife is submissive. She is usually expected to prepare<br /> all meals in the family, do the housework.<br />Also, Hispanic women often use the Virgin Mary as a role model for the ideal women.<br />Women are encouraged to be spiritually strong, morally superior, and nurturing.<br />
  9. 9. Consumer Behavior<br />Hispanic consumer look for 7 key things<br /> in a retail environment:<br />1. Choice- having options to them is a form of power.<br />2. Access- having a neighborhood store that sells Hispanic and US good, as well as access to information in bilingual forms.<br />3. Family- They shop together. Destinations should be “child/family friendly”.<br />4. Authenticity- They want the “real thing”, not the US adaptation of a product.<br />
  10. 10. Consumer Behavior<br />Hispanic consumer look for 7 key things<br /> in a retail environment:<br />5. Belonging- A sense of community is very important.<br /> Make sure they feel welcome.<br />6. Relationship- Hispanics expect not good, but great customer service. Also, bilingual salespeople.<br />7. Personalization- Offering an experience tailored to their needs. (Ex. A supermarket stocking Hispanic goods with Spanish in-store communications).<br />
  11. 11. Marketing Strategies/Tactics<br />Should the info be in English or in Spanish?<br />Studies have shown that bilingual Hispanics would rather the ads be in English.<br />Ads should definitely fit the media vehicle.<br />Ex. If a magazine is fully Spanish then the ad should be in Spanish only!<br />
  12. 12. Marketing Strategies/Tactics<br />Print-<br />Minority newspapers are part of the local community.<br />They deliver news that is specially geared to the needs, and concerns of individual communities.<br />Event Marketing<br />Events create excitement, reinforce image, and allow you to hand deliver your message face-to face.<br />However, many companies efforts at selling themselves to Hispanics are limited to sponsoring occasional Cinco de Mayo celebrations. These are half-hearted events that will not capture Hispanic customers. They are not authentic.<br />
  13. 13. Marketing Strategies/Tactics<br />Direct Response<br />Most consumers dismiss these types <br />of advertisements as junk mail!<br />Hispanics particularly immigrants-welcome it as a means of becoming a more informed consumer.<br />Overall Hispanics households are 3.5 times more likely to respond to a direct mail ad, than a non-Hispanic household.<br />
  14. 14. Ad Examples<br />Ad one-<br />NBA- Save your Passion.<br /><br />Emphasized the importance their culture places on masculinity, and sports.<br />And, the idea of traditional gender roles.<br />(Its okay, even expected to go and hang out with your buddy ,because that’s what guys do, even though your heart is broken due to the fact that your girl friend just left).<br />
  15. 15. Ad Examples<br />Ad two<br />American Airlines<br /><br />Emphasized the importance of extended family in their culture, also a sense of community.<br />Definitely appeals to the affective <br /> component of our personality.<br />
  16. 16. Ad Examples<br />Ad three<br />Tulsa Liquidation<br /><br />It showed that the brand provides easy access to goods for Hispanics, customized to them.<br />Also, it shows they provide information in a bilingual/Hispanic friendly form.<br />They took an American idea and “Latinized” it.<br />
  17. 17. Ad Examples<br />Ad four<br />McDonald’s<br /><br />It emphasized that McDonald’s is family oriented.<br />Also, the mention of soccer tapped into the importance of sports in their culture.<br />A father was placed deliberately in the commercial instead of a mother, due to the traditional gender roles in the Hispanic culture.<br />
  18. 18. So, what do you all think?<br />Did you see any other themes in the commercials that we missed, that might connect with the Hispanic culture?<br />