Your status: not signed in. [ English Versus Spanish Speaking Hispanics
Differences across the board
The most recent census projections indicate that the proportion of Hispanics within the United States is increasing rapidly. Given this, packaged goods makers who fail to account for this shift could face a decreasing piece of the revenue pie over the coming decades. Yet, previous studies have shown that one should proceed with caution before developing marketing strategies that target Hispanics as a uniform group. Spanish and English speaking Hispanics have different purchase behavior and attitudes. The key question is whether such differences are constant or vary between product categories. The purpose of this research is to illustrate that such differences occur not only for high involvement packaged goods categories, but for commoditized packaged goods categories as well. If in fact Spanish and English speaking Hispanics differ in their product attitudes and behavior on both personalized and commoditized categories, the impact on manufacturing and marketing could be quite substantial, especially as the proportion of Hispanics increases.
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