Differences in Hispanic Consumers

There are many differences in Hispanic consumers who have resided in the United States for years versus recently immigrated Hispanics. It is expected that the longer the Hispanic consumer has lived in the United States, the more they will have adapted to the cultures and traditions of Americans. However, it is not to say that[…] »

Why is Culture Underestimated in Marketing?

Market segmentation involves dividing a population into subsets of consumers who share characteristics, lifestyles and needs, and then targeting one or more of those segments with the most appropriate marketing mix (Kardes, Cronley & Cline, 2008). By tailoring a message to specific segments companies effectively market their products and services to meet the needs and[…] »