Study: Gaps in Hispanic Consumer Behavior

Baar, Aaron
June 2005
Adweek;6/13/2005, Vol. 46 Issue 24, p10
Trade Publication
The article reports on a study from Havas' Euro RSCG which sheds light on how Mexicans differ from Mexican Americans, the two sectors that in the past were often grouped together in terms of marketing strategies. The results of the study show that Mexican Americans are more conservative than their counterparts south of the border and they are also less likely to be embrace technology and trust advertising. The study identified 15 percent of Mexicans as prosumers which are proactive, influential and information-driven consumers.


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