Segmentation of Hispanic consumers in the United States based on the New Acculturation Model

Gustavo Alvarez and Ricardo J Alvarez

The purpose of this paper is to provide a brief history of Acculturation Models as well as a new recommended approach to sub-segmenting the U.S.

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...

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