Differences between Hispanic and Anglo consumer expectations
Paul Herbig
(Marketing Department, Graduate School of International Trade and Business Administration, Texas A&M International University, Texas, USA)
Rama Yelkur
(Marketing Department, Graduate School of International Trade and Business Administration, Texas A&M International University, Texas, USA)
1126
Abstract
The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on advertising. Identifies the Hispanic market through demographic analysis, reviews the manner in which advertisers have portrayed Hispanics, and looks into the tactics which advertisers use in order to market to that inherent market.
Keywords
Citation
Herbig, P. and Yelkur, R. (1997), "Differences between Hispanic and Anglo consumer expectations", Management Decision, Vol. 35 No. 2, pp. 125-132. https://doi.org/10.1108/00251749710160287
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited