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This completely new Packaged Facts report analyzes the consumer attitudes and behavior of the 41 million Hispanics in the United States, who will account for nearly one-sixth of the U.S. population by 2010. The report begins with chapters analyzing key characteristics of the Hispanic population, such as projected growth trends, and assessing the role of Latinos in the American economy. The next section, which focuses on the consumer dynamics of Latino families and their kids, begins with a chapter on Hispanic family structure and values. The report then provides an in-depth analysis of the Latino family as a consumer unit, keying on topics such as the attitudes of Hispanic families toward spending and saving, shopping behavior within the Hispanic family, and differences in consumer expenditure patterns. A separate chapter highlights crucial aspects of consumer behavior on the part of Latino parents and their kids in a range of segments that include food at home and eating out, fashion and personal care, and entertainment choices. The final section of the report provides an in-depth analysis of trends in media usage, marketing and advertising strategies, and Hispanic buying power. The strategic impact of the continuing assimilation by Latinos in American society is analyzed and key trends and opportunities in the Hispanic market are identified.

Marketers and advertisers often place the Latino family at the core of their Hispanic marketing strategies. The 2005 edition of Packaged Facts The U.S. Hispanic Market offers an innovative look at how the Hispanic family operates as a consumer unit. By analyzing data compiled from similar questions appearing in the Simmons National Consumer Surveys of adults, kids, and teens, this report is able to offer groundbreaking insights into consumer attitudes and behavior within the Latino family from the perspective of both parents and children.

Report Methodology
The information in The U.S. Hispanic Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in Hispanic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 25 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Find out how some consumer choices made by Latino families have begun to reflect the mainstream culture—and how others remain remarkably different. Identify which segments of the American consumer economy are most likely to be affected by the continuing growth of the Hispanic population. Benefit from original research on whether Latinos are likely to assimilate like previous generations of American immigrants—or pursue the American dream in new and non-traditional ways.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in reaching the lucrative Hispanic consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about Hispanic consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. Hispanic adult population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for Hispanic consumers.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Hispanic consumer.
• Advertising agencies to develop messages and images that compel Hispanics to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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