Where Hispanics Live and Where They’re From: How Regional Differences and National Heritage Influence Latino Consumer Attitudes and Behavior, a new report from Packaged Facts, draws upon the Simmons National Hispanic Consumer Survey to provide an in-depth analysis of Hispanic consumers across regions and leading metropolitan markets. The report begins with an analysis of important demographic trends affecting the Hispanic market in key regions and metropolitan markets. Another chapter assesses regional differences and similarities in the use of the Spanish language and the degree of acculturation among Hispanic consumers. The next section of the report focuses on regional characteristics of Hispanic consumer behavior. One chapter highlights how the attitudes and behavior of Latinos in key areas—such as shopping, brand loyalty, fashion and personal appearance, and food—are affected by where they live as well as by their national heritage. Another chapter offers an in-depth view of the impact of Spanish-language advertising across regional and metro markets. A separate chapter in this section compares regional Spanish- vs. English-language media usage patterns, including newspapers, magazines, television, and radio. The next section of the report contains in-depth profiles of consumers in key regional markets and leading Hispanic metropolitan markets. The final section of the report assesses the magnitude of Hispanic buying power in 24 major metropolitan areas and nine regions and sub-regions and highlights trends and identifies marketing opportunities arising from regional differences and similarities in the consumer behavior of Latinos.

Report Methodology
The information in Where Hispanics Live and Where They’re From: How Regional Differences and National Heritage Influence Latino Consumer Attitudes and Behavior 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 30 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
Marketers continue to apply significant resources to capitalize on the explosive growth in the buying power of Hispanic consumers. However, the Hispanic market is not monolithic now, and marketers will encounter an increasingly dynamic and complex market in the future. This Packaged Facts report provides innovative insights into how factors such as immigration flows, birth rates, acculturation trends, and national heritage shape the attitudes and behavior of Latino consumers in important regional and metropolitan markets. It demonstrates how Hispanic consumers in cities such as Dallas and Chicago differ from Latinos living in New York and Los Angeles—and how in other ways they share many of the same universal cultural values and consumer behavior patterns.

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 effectively reaching the lucrative Hispanic consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about Hispanic consumers - from the perspective of regionality and nationality - 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, tied to regional and cultural differences.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Hispanic consumer in different parts of the country.
• Advertising agencies to develop targeted messages and images, based on country of origin and U.S. area, 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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