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Segmenting the Hispanic market: practical implications for researchers and practitioners

In: Handbook of Research on Ethnic and Intra-cultural Marketing

Author

Listed:
  • Enrique P. Becerra

Abstract

Hispanics represent 18.1% of the total U.S. population and are expected to reach 74 million by 2030 representing 21.1% of population and 111 million by 2060 representing 27.5% (Vespa et al. 2018). After Non-Hispanic-Whites that in 2016 represented 61.3% of the population, Hispanics comprise the largest group in the U.S. (Vespa et al. 2018). Many names, characteristics, and stereotypes have been used when describing the Hispanic Market. The purpose of this chapter is discussed various ways of identifying and segmenting this growing market. These segmentation dimensions include country of origin, income, generational level, and/or language preference. Understanding these dimensions will help marketers effectively reach and serve this growing market segment

Suggested Citation

  • Enrique P. Becerra, 2022. "Segmenting the Hispanic market: practical implications for researchers and practitioners," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 11, pages 146-159, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20406_11
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