Question

1) Who is a Hispanic consumer?

2) Who is a Latin consumer?

3) Are Hispanic and Latin consumers different?

4) Do they acculturate similarly or differently in the U.S.?

5) What are the consequences of accepting that they are different but acculturate similarly?

– Consequences for Consumer Research

– Consequences for Marketing Practices

Answer 1

1- Hispanic consumer are those US national whose ancestors and historical link belongs to Spanish language or colony which were under the control of Spain.

2- A Latin consumer is someone residing in USA, having origin and historical link to Latin American countries like Mexico, Dominican Republic, Jamaica, Puerto Rico, Cuba, Central, and South America.

3- They are not much different but have slight difference in their origin. All Hispanic can be of Latin but not necessary all Latino are Hispanic.

4- They have acculturated similarly in USA and have similar lifestyle, income, customs.

5- Consequence on consumer research will be on their demographic research and finding a trend on their historical origin to lifestyle. There won’t be any consequences on marketing practice because both these groups have similar custom and practice.