Direct Marketing: A Comparison of Hispanic and non-Hispanic perspectives

This study investigates the attitudes, beliefs and purchase behaviour of Hispanic and non-Hispanic consumers in the context of direct marketing.

Direct Marketing: A Comparison of Hispanic and NonHispanic Perspectives

Pradeep Korgaonkar Florida Atlantic UniversityEric Karson Saint Joseph's University, PhiladelphiaDaulatram Lund University of Nevada

INTRODUCTION

In recent years, there has been a growing interest in the study of Hispanic consumers both in the academic and business worlds. The dramatic increase in the Hispanic population living in the USA has prompted marketers to pay special attention to this distinct ethnic segment. Today, the Hispanic market numbers about 25 million people with around $150 billion in spending power (Valdes and Sadane, 1995). Moreover, the Hispanic population is growing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands