Original URL: http://www.azcentral.com/arizonarepublic/business/articles/0206hispanics06.html
No single marketing approach fits diverse Hispanic
population
The Arizona Republic
Feb. 6, 2004 12:00 AM
Yvette Armendariz
Retailers, real estate developers and financial markets are
marketing to Hispanics, but many of those companies lump this diverse population
into one group.
And that's a sure way to miss addressing a fast-growing market estimated to
reach $1 trillion in buying power nationally by 2008, marketing experts said
Wednesday.
"I would erase the word Latino or Hispanic. It's a marketing issue," said Earl
de Berge, research director and chairman of Phoenix-based Behavior Research
Center, at a presentation at the Arizona Biltmore Resort & Spa. "If you think of
'Hispanic' as a monolith . . . then you need to go back to school."
The market, estimated at $19.8 billion in Arizona, is as segmented as the
general market and needs to be approached that way, he said.
De Berge and other experts discussed trends in Hispanic population, income,
education and other demographics at a meeting of the Urban Land Institute, which
drew about 150 real estate, government and business leaders.
De Berge focused on his recent HispanicTRACK survey, which found 80 percent of
Arizona Hispanics are bilingual or English-dominant. That compares with 62
percent nationally.
Reach the reporter at yvette.armendariz@arizonarepublic.com or
(602) 444-4842.
Original URL: http://www.azcentral.com/arizonarepublic/business/articles/0206hispanics06.html
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