Segmenting the Hispanic market: practical implications for researchers and practitioners

Enrique P. Becerra

Chapter 11 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 146-159 from Edward Elgar Publishing

Abstract: Hispanics represent 18.1% of the total U.S. population and are expected to reach 74 million by 2030 representing 21.1% of population and 111 million by 2060 representing 27.5% (Vespa et al. 2018). After Non-Hispanic-Whites that in 2016 represented 61.3% of the population, Hispanics comprise the largest group in the U.S. (Vespa et al. 2018). Many names, characteristics, and stereotypes have been used when describing the Hispanic Market. The purpose of this chapter is discussed various ways of identifying and segmenting this growing market. These segmentation dimensions include country of origin, income, generational level, and/or language preference. Understanding these dimensions will help marketers effectively reach and serve this growing market segment

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/view/edcoll/9781800880054/9781800880054.00021.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:20406_11

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().