The Hispanic Blue Collar Consumer - US - May 2010
Hispanics are the largest minority group in the US and the second major ethnicity among blue collar workers. Hispanic blue collars are usually foreign-born, Spanish-dominant, have lower educational attainment and consequently lower income than non-Hispanic blue collars. They are also a fast-growing population, mainly because of their high birth rate. This is reflected in a higher spending on apparel, footwear, groceries, kids’ products and utilities. Cultural factors play a major role in their lives, affecting their purchasing behavior and the way they respond to marketing efforts. It is essential for marketers to understand this demographic group and the cultural influences in order to effectively reach them with culturally relevant messages.
Readers of this report will learn:
- Key demographics influencing Hispanic blue collars’ attitudes towards purchasing
- Categories where Hispanic blue collar consumers spend a higher share of their income
- Shopping preferences of Hispanic blue collar households and their dining out habits
- The most and least popular financial services among Hispanic blue collars
- Types of media more effective in reaching Hispanic blue collars
- Attitudes towards advertising and promotional efforts
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