Cecilia M. O. Alvarez

The Acculturation Process of Middle Income U.s. Hispanics: a Marketing Perspective Cecilia M. O. Alvarez

Research on the Hispanic population has attracted theattention of marketing practitioners. The estimatedpurchasing power of Hispanics represents substantialopportunity, especially for those depending on salesgrowth. This work seeks to provide the reader with abroad understanding of the importance ofacculturation as a tool for developing successfulmarketing strategies for the U. S. Hispanic market. This book describes a research study that developsand tests a model to examine the acculturationprocess of middle income Hispanics in the UnitedStates. The intention is to understand the changes inlanguage preferences, ethnic identification, andvalues of Hispanics while adapting to the Americanculture. The study also examines the subsequentchanges of Hispanics consumer behavior, mediapreferences, and loyalty as a result of theacculturation process, and explores possibledifferences across nationalities, gender, education, and income. Additionally, the work presented suggestsa segmentation scheme based on acculturation.