HISPANIC MARKET

The importance of marketing products to the Hispanic market



The importance of marketing products to the Hispanic market

Introduction

The Hispanic population in America, according to U.S. Census, is the 15.5% of the total population, or about 47.8 million people. This number expected to increase to 59.7 million in 2020 and to 73 million in 2030, when about one in five US residents will be Hispanic. Mexico is the biggest point of Hispanic migration to the United States. In fact, this is the greatest starting point for legal and illegal immigrants in general to the United States. Even taking into account only for legal immigration to the United States between 1971 and 1990, 23.1% consisted of people of Mexican descent.

Many people have recognized the various opportunities in the growing Hispanic market, both through continued immigration as well as among pigs already in the U.S. states. As a result, marketers seek greater understanding of the numerous cultural, economic and language factors affecting the consumer's decision at the Hispanic American market. In particular, much attentionpaid to the role of the Consumer Acculturation in the decision as this market and whether the different marketing strategies called to meet the needs of both immigrants and new well acculturate (Felipe & Betty, 2005).

Discussion

Hispanic Market and Entertainment

Miami, Los Angeles and New York have the leading newspapers in Spanish, while a weekly press extends to many other cities. According to 1997 data, Hispanic print a turnover U.S. $ 492 million for advertising, an increase of 249 percent over 1990. These data reflect an income level that exceeds that of the Mexican media. Univision and 'Telemundo' are two television networks that broadcast in Spanish with virtually nationwide coverage, keeping the lead in the first ratings. Investors perceive that the Hispanic market offers a significant return expected: probably why the multinational Sony recently acquired 'Telemundo', finding uses for economy range between a television network that broadcasts in Spanish and dubbed Sony's audiovisual content to that language.

For example, AXN in Spain, Canal Satellite Digital platform incorporates a thematic channel that distributes products. The Spanish-language networks are also entering the "establishment" TV: Univision in 1999, won two awards "Emmy"-the "Oscar" of television, by the issuance of two reports on the hurricane "Mitch", competing with programs in English produced by ABC and NBC. The Spanish-language television market is more dynamic: ABC, one of the great American general ...