The four faces of the Hispanic consumer: An acculturation-based segmentation

Cecilia M.O. Alvarez, Peter R. Dickson and Gary K. Hunter

Journal of Business Research, 2014, vol. 67, issue 2, 108-115

Abstract: This article develops and tests a segmentation scheme for the U.S. Hispanic market based on the extent and nature of acculturation. Acculturation is conceptualized as driven by language preferences and two dimensions of cultural identification, Hispanic and American. Structural equation modeling develops and assesses the proposed scales, and a latent class clustering procedure (latent discriminant analysis) tests propositions on a sample of 403 U.S. Hispanics. Consistent with theory, four clusters of U.S. Hispanics emerge: retainers, biculturals, assimilators, and non-identifiers that vary according to language preference and cultural identification.

Keywords: Acculturation; Hispanic; Segmentation; Language; Cultural identification (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:2:p:108-115

DOI: 10.1016/j.jbusres.2012.11.010

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