Culturally Customizing Websites for U.S. Hispanic Online Consumers

The U.S. Hispanic online market consists of the most affluent and educated members of the U.S.

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


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 (, is expected to...

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