Segmentation of Hispanic Consumers in the United States Based on the New Acculturation Model
Gustavo AlvarezSynovate Latin America, United States
Ricardo J. AlvarezSynovate-Diversity, United States
THE NUMBERS
Hispanics are the largest minority of the United States. As can be seen in Figure 1, Hispanics represent the largest group in terms of population among the multi-cultural segment.
In the past decade, every minority group grew at a faster rate than did White, non-Hispanic Americans (see Figure 2).
The largest single growth occurred among Hispanics, which grew 58% during the 1990s.
The estimate of the US...