Your status: not signed in. [ Tying Hispanic Cultural Values to Marketing Research
U.S. Hispanics are a large, heterogeneous group of people rich in diversity and cultural subtleties – a group for which a "one size fits all" approach to marketing certainly does not fit. Even so, Hispanics do share core values and traits that we need to recognize and understand if we want to conduct market research among them that yields valid results. This paper describes the core values that weave through the Hispanic culture along with their implications on marketing research. Recommendations on how to approach marketing research among the Hispanic community, taking into account these core values, are also presented.
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