Culturally Customizing Websites for U.S. Hispanic Online Consumers
Nitish Singh and Arun PereiraSt. Louis University
Daniel W. BaackBall State University
Donald BaackPittsburgh State University
INTRODUCTION
Hispanic consumers are an increasingly desirable target market for many U.S. businesses. Kraft, General Foods, and Pepsi-Cola all have marketing divisions that focus on ethnic groups, including Hispanics (Torres and Gelb, 2002). This trend is partially driven by the rapid growth of the U.S.'s Hispanic population, which is six times faster than the overall market. The U.S. Hispanic market, numbering 44.3 million in 2006 (www.census.gov), is expected to...