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Ethnic Marketing for Hispanics in the U.S. – Are they worth pursuing?

  • The population in the U.S. is getting more and more characterised by cultural diversity. “By 2020, minority groups will account for the majority of the U.S. population.” Especially, the Hispanics are becoming more significant as they represent the biggest minority. To successfully adapt to the changing composition of the population, marketers should adapt and segment the marketers according to the individual taste and preferences of the targeted consumers. Nevertheless, some companies ignore these developments and still use mass marketing to reach the consumers. In the following, the impact and importance of Hispanic-Americans will be examined. Is the Hispanic population worth pursuing? By giving some information on ethnic marketing and ethnic groups, the background and the sub-cultures of Hispanic Americans, evoking the characteristics of the Hispanic shopper and the importance of the Hispanics for the U.S. market, the previous question can be clarified at the end.

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Author:Bianca Hauschel
Advisor:Paul Taylor
Document Type:Academic Papers
Year of Completion:2016
Release Date:2016/03/07
Degree Program:IBW - Internationale Betriebswirtschaft
Open Access:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG