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Hispanics Amanda Hubbard, Heather Clore, Beth Schwartz, Beckie Imboden. Interesting Facts. Hispanics have been around for a long time! In 1609, 11 years before the Pilgrims landed at Plymouth Rock, the Mestizo (Spanish and Indian ancestors) settled in what is now Santa Fe, New Mexico.

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Hispanics amanda hubbard heather clore beth schwartz beckie imboden
HispanicsAmanda Hubbard,Heather Clore, Beth Schwartz, Beckie Imboden


Interesting facts
Interesting Facts

  • Hispanics have been around for a long time! In 1609, 11 years before the Pilgrims landed at Plymouth Rock, the Mestizo (Spanish and Indian ancestors) settled in what is now Santa Fe, New Mexico.

  • US Hispanics will spend over $21.3 billion on local, long distance, wireless and Internet services this year, representing over 40 percent of the lucrative ethnic telecommunications consumer market.

  • Eight (8) million Hispanics now live in the U.S., with 90% of them opting to live in one of four states: California, Texas, Illinois or Arizona.

  • 69 percent of all Hispanic immigrants send money to their family in Latin America

  • The younger immigrants (18 to 34 years of age) and those from the lowest socio-economic group (annual income below $20,000) are much more likely to send cash remittances than older immigrants or those that have achieved middle class status.

  • Food plays an important role in the Hispanic culture, and is eaten for more reasons than just nutrition. Children are not forced to eat foods that they resist because their preferences are respected.


Hispanic american education

Hispanic – American Education

It is a proven fact that Hispanic Americans have long lagged behind the National education averages of many existing ethnicities, but to say that they are not intelligent is not at all fair! They only lack a formal education.

In each category, Hispanics have less educated people


Education facts and insights

FACTS:

Children under 5 are less likely to be enrolled in early education than Caucasians or African Americans

Today 1/3 of Hispanics are under the age of 18, and by 2025 they will represent 25% of the K-12 population

The high school drop out rate is higher in Hispanics (according to US Dept of Edu.), and in 1998 30% aged 16-25 were drop outs.

INSIGHTS:

The overall lack of formal education in Hispanics is in part due to their cultural norms and values – a tightly knit family and working to help pay the family’s bills is more important now than slowly getting an education.

This does not mean that Hispanics are less intelligent – It just means they lack the formal education that Americans have.

Education – Facts and Insights

  • Hispanics have lagged in schools for many reasons, some of which include:

  • A strong work ethic that forces them into jobs prior to graduating high school

  • Families often remain living in Spanish only speaking neighborhoods

  • Their high school graduation rate has climbed to 57% since 1980, but this is still short of the 88% for Caucasians and 80% for African Americans

Implications:

This lack of formal education makes it difficult for Hispanics to achieve much significant career advancement.


Core values

Core Values

Familismo

Family is at the center of their daily life

Personalismo

Importance of close interpersonal relationships and friendships

Respeto

Treating others with respect

Machismo

Belief that a man is the head of the family

Marianismo

Emphasis on the worship to the Virgin Mary

Hard Working

Strive to create a better life for their family.


Motivators goals

General Life Goals

close-knit family

Religion

Group vs. Individual goals

As A Consumer

Influenced by sale items and will by new brands if they are on sale

Very price sensitive

Hispanic elements very important

Motivators/Goals


Lifestyle
Lifestyle

  • Approximately 20% of Hispanic families live in poverty

  • Only 46% have graduated from high school; 11% have a Bachelor's Degree or higher

  • Extremely close knit families

  • Although in the US, Hispanics are very set on keeping their culture and language


Shared early life experiences
Shared Early Life Experiences

  • A lot of struggle for Hispanics in the US

    • 1954 – Hernandez vs. Texas

    • 1959 – Fidel Castro takes power in Cuba

    • 1962 – César Chávez creates United Farmerworkers of America

    • 1974 – Congress passes EEOA

    • 1994 – NAFTA eliminates tariffs on most imports and some exports with Mexico

    • 2000 - Elián González was returned to his father after his mother died trying to escape from Cuba


Products and services
Products and Services

  • Hispanics often do not make online purchases due to lack of trust

  • Hispanic community’s purchasing power represents the 9th largest economy in the world

  • High-end electronics: camcorders, computers, DVD player, videogame systems, satellite dish, cell phones

  • Spanish-language radio and television


Spending and saving habits

Spending

Buying power at $581 billion

High-end electronics

Cell phones

Children's clothing

Saving

43% of Hispanic adults said that their top financial priority was saving for retirement

many Hispanics still believe that the safest place to save their money is at home

Hispanics are newcomers to investing

Spending And Saving Habits


Advertising and media

Online

Growing market – 1/3 plan to buy computer in next year

Face to face contact with products

Credit cards

Print

Spanish language = emotion

All Spanish

Incorporating Spanish words

California Wellness Foundation

Radio

12 million listeners

50% between 18-40

40% 2 or more children

Television

Spanish channels – easy to reach Hispanic adults

English channels – reach more Hispanic youth

WWF Smackdown

CBS Latino Grammy Awards

FOX

Nickelodeon

Advertising and Media


Companies who market well to hispanics

California Milk Producers Board

“Are you Lactating?”

Running out of milk not funny

“Y usted, ¿Les dio suficiente leche hoy?” & “Familia Amor Leche”

Univision/Galavision

Hispanic adults/Hispanic youth

Pacific Health Care Systems

Hired a Hispanic to market to Hispanics

Latino Health Solutions

Procter & Gamble

$90 million (10% of budget)

Gain - “The scent of clean”

Early 2000 – multicultural marketing

2003 Grammy’s - Crest Ad

Kroger

Supermercado

Buena comida – 105 items

Gerber

Sears

Western Union

Companies who Market well to Hispanics


What to do as marketers
What to do as Marketers

  • Recognize the Hispanic buying power

  • Market in Spanish or bilingual

    • From manufacturer to selling

  • Hire Hispanics for marketing

  • Not all Hispanics are the same

    • East coast vs. West coast

  • Further segmentation will be needed


Summary
Summary:

  • Due to their strong work ethic and their desire to live in closely knit Spanish-speaking neighborhoods, Hispanics have less formal education than Americans. This does not mean they are less intelligent, it just hinders their ability to progress to higher levels of employment

  • Hispanics are very in touch with who they are and where they come from; because of this, they appreciate their heritage and tend to value the traditional ideas of family and religion.

  • Hispanics are changing the way America does business.

  • Hispanics' buying power is at $581 billion and they tend to feel safer by not keeping their money in bank accounts.

  • As marketers, it is important not to underestimate the Hispanics buying power. It is then vital to find ways to market specifically to them – Recognize that they are not all the same, hire Hispanics to market to Hispanics, and market products that we know they desire.



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