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May 27, 2008

Carlos SantiagoA major CPG company recently shared some of their Hispanic research results at a large multicultural conference. One of the findings was that consumer communications should be inclusive of all Hispanics to reach all consumers regardless of language preferences, acculturation levels and generational variance. The findings are based on communication preferences and the importance of shared opinions for product selection within Hispanic families and groups.

 

Hispanics were found to be more likely than Non-Hispanics to shop with at least one other person and that shopping is often a family or group affair. In making a product decision, Hispanics place higher importance on the opinion of family members and others.

 

Hispanics are using both English and Spanish languages and are watching significant amounts of TV in both languages. It’s important to reach the various sub-segments of the Hispanic market though consistent communication in both Spanish and English. And, given that Hispanics tend to shop in groups and that opinions within these groups are of high importance to the purchase decision process, consistent marketing communication in both languages is even more important.

 To ensure consistency, brand image and messaging must be complementary in both languages as many Hispanic consumers are moving seamlessly between both languages. In-store communications should also be complementary in both languages–neither being subordinate to the other. This way no one feels left out and the brand earns greater awareness and preference with Hispanic consumers of all acculturation levels.

Comments

Can you give a source of the data you quote? or let us know where to find that study?

Hispanic parents often reach out and ask their young children for an opinion when making a new purchase. Multi cultural marketing helps distinguish a product among Hispanic children who think and buy in English.

Hi Carlos, My first comment is that I think your emphasis on complementary and consistent marketing is key, but it's also important to distinguish between a translated message and a consistent message. A poor Spanish translation might result in something too literal and not understood, rather than consistent as it was intended. And second, for biligual Hispanics, language preferences may also vary with each purchasing situation depending on what type of product or service being considered.

I don't know why anyone would be surprised with those findings, to me it is a case of a new study with old information. And if its news to you, you have been working in this industry for less that 1 year, or don't know your consumer. As far as the posting by Mr Duran, what do children have to do with the orignal post? In any case, since he brought it up, I don't believe for a bit that "Hispanic parents reach out and ask their young children for an opinion when making a new purchase", my son recommended my brand of Tequila, I didn't have to ask him, so I think that's a myth. Otherwise we'd all be advertising SUVs on kids programming. "Multicultural marketing helps distinguish a product among Hispanic children who think and buy in English", on the other hand is an infantile description of what I do for a living. Viva la discusion

Michael you are not an elegant and professional person to discuss any issue. Get out of the space and learn how to debate with poise. Viva la discusion con clase y altura!

Hola Michael, I have to respectfully disagree. I have witnessed fellow Latinos look to their children for opinions on purchases. My daughter gives unsolicited advice to her mother, and I have seen my daughter's mother contemplate her opinion at point of purchase. "¿Mijo, tu que piensas? No se si debo comprar el pan integral o el pan blanco, que es mucho mas barato...." I have heard these conversations many times at my local Wal-Mart, Shop-Rite, etc. I just feel the Latino family structure is really tight, in many families the parents and children have strong levels of communication and mutual respect. I believe level of assimilation has much to do with it. In the cases I have seen this occur, the younger generation opines on the older generation's purchasing behavior b/c usually, the younger generation speaks English better and understands the product better for whatever reason (ad-saturation on multiple English-speaking platforms such as TV, print, radio, internet, OOH, etc.). This is not based on any type of scientific study, just personal experiences.

Harold: That's part of my point: it is anecdotal evidence....in this case your personal experience. Maureen, you may not like my elegance, poise, clase y altura, but aside from critiquing my response you have not provided any insight to the thread. Even if Harold disagrees with me he has posted a response with his point of view which other readers and myself may profit from.

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