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Paul Herbig
Hispanic And Anglo Differences in Consumer Behavior
Introduction
Marketers are finding a hard time trying to reach consumers because of all the different beliefs and attitudes that consumers have. This is making it tough for businesses to come up with a product that is going to satisfy all the needs of the consumer, and that is why we have to study consumer behavior so that we can satisfy those needs. But are all consumers needs the same, or are all consumers influenced the same? One of the biggest differences we find are in cultural influences. Anglo and Hispanic consumers have very different needs and are influenced differently. Some of the major differences are social, economic, family, and cultural influences. For many years marketers have focused their advertising to the average American consumer, but the Hispanic market has grown so much that it has forced marketers to study and find out what influences them.
Marketers today are trying to find out ways to reach as much of the total market as possible. Hispanics are becoming a much bigger segment of the total market and marketers should try to learn more about the differences in the way Hispanics react to
advertising from the Anglo consumer. Not only should marketers consider the different behavior in determining media strategy, they should also be aware of how and where media can be most effective in reaching the Hispanic consumer.
Hispanics: Who are they?
According to the 1990 census, there were 22.4 million Hispanics in the United States, a 53 percent increase over 1980 figures of 14.6 million and up from 5 million in 1960; Hispanics are projected to number 39 million by the turn of the century. (The Bureau's own post-numeration survey of the 1990 census proposed adding 1.2 million more Hispanics. The real figure may be still higher because there are anywhere from two to four million illegal or undocumented Hispanics; U.S. census figures also do not include some 3.5 million Hispanics who live in Puerto Rico.). This increase represents a growth rate that exceeds the growth rate of the total population of the United States by a factor greater than five. “During the 1990s, they will account for 40% of the U.S. population growth, and within the next 20 years, they will become America’s largest minority groups”, according to the 1990 U.S. Census. Hispanics now constitute approximately nine percent of the national population. The most conservative projections estimate that the Hispanic population will swell by 60 percent within the next 25 years. One aggressive projection set this number even higher, at 133 percent growth over the same timeframe (Soruco, pp. 6-11). The population is growing at a faster rate than any other segment; by the year 2020, an estimated more than 16% of the population will be Hispanic.
One major reason for these rapid growth rates is that Hispanics have higher birth rates than found in the population in general. Another is that legal and illegal immigration from Spanish-speaking countries continues at a rapid pace. Because the median age of the Hispanic population is 26, these high birth rates are unlikely to go down in the near future. Even so, one of the fastest growing Hispanic age groups will be those people 45 and older during the next two decades. Hispanic families, on average, also tend to be larger than the U.S. population in general, 3.8 people per family compared with national median of 3.1. These demographics have not escaped the attention of consumer goods marketers, who for some time now have identified the Hispanic market as a lucrative market segment.
The Hispanic population is comprised of four major sub-groups: Mexican, Cuban, Puerto Rican, and other Hispanics including Spanish speaking people from Central and South America, the Caribbean, and Spain (Mummert, pp 32-37). Among the Hispanics, Mexicans represent more than 60% of the total with the remainder being mostly those of Puerto Rican and Cuban origin. The Hispanics are concentrated in the Southwest with a few isolated pockets in the Northeast (notably Puerto Rican and Caribbean Hispanics in New York City). Hispanics can be found today in almost every state of the Union according to 1990 U. S. Census. Nonetheless, 90% of all Hispanics are concentrated in only 10 states with 71% of these living in just four major markets—New York, California, Florida, and Texas ( Mack, 55). Puerto Ricans predominate in New York, Cubans in Florida, and Mexicans in California and Texas, and the adjoining Southwest.
The level of education is also an equally important demographic to look at when marketing to Hispanics. This community significantly lags behind the total population in education. In the past, the Hispanics lead the ethnic pack in not finishing junior or senior high school, much less college level education. Because of this, marketers had to be sure to keep their advertising to a minimum, the lowest common denominator, when attempting to catch the attention of Hispanics. Many of the approaches used were not clear enough for the Hispanics to comprehend, therefore resulting in lost sales from that ethnic group.
In the past, marketers also tended to use stereotyped advertising toward Hispanics just so that they could relate, therefore understand. Today, the people of this Hispanic origin are moving up in the world and their comprehension of modern day conditions and situations has grown. The percentages of children finishing school and getting a good education has also increased and so has the understanding of the importance of it. In 1980, the percentage of 24 year old who finished high school or more was 43.1%, increasing by 1982 to 46%, increasing every year since. The Hispanic “simple minded life” compared to the Anglos “strive for more” attitude has kept the Hispanic community one step behind everyone else, but this too is changing, abet slowly.
Because of the lower level of education, the status quo on the employment level is lower for Hispanics than it would be for Anglos. Hispanic families, overall, are not as well off as the total population. “The average family income for Hispanics is $22,900, compared with $32,800 for the general population, according to Richard Tobin, President of Strategy Research: “Approximately 34.9% Hispanics hold position of operatives and laborers. The second-largest category is craft and kindred workers, with 21.8% of the jobs held by Spanish-origin males” (Guernica, 1982). Because of the low-paying, manual jobs that many Hispanics hold, disposable income has traditionally been lower than the general population. These workers will tend to buy only what they can afford and no more and quality, often, is not an issue.
Still, the Hispanic purchasing power has improved tremendously. Although the median family income for Hispanics in 1991 was estimated at nearly $29,000 compared to $38,000 for the general population, the income levels of Cuban Americans (36,000) and other assimilated Hispanics who have been in the United States for a generation or more are nearly comparable to the rest of the population.The Hispanics had estimated a purchasing power of $144 billion in 1991 with a total increase of 70% since 1982. Livingston (1992) estimates the Hispanic market to be worth $171 billion. Packaged Facts estimated the value of this market at 200 billion , 53% larger than a decade previously.
The Diverse Hispanic Market
Differences in sports, religion, and family size are just three of many differences among Hispanic groups. Some expert’s consider these differences too great for marketer’s to overcome; you can’t have the same marketing program for Hispanic in Los Angeles and in New York. Hispanics of Mexican, Puerto Rican and Cuban descent rarely identify with each others’ nationalities and like being spoken to in their own dialects. Perhaps the safest way of attracting U.S. born Hispanics is by placing references to Latino culture in English-speaking advertisements, such advertisements appeal to Hispanics who primarily speak English, but still have pride in their culture. Marketers are taking advantage of Hispanics renewed commitment to their native language.
The Spanish language is the major cultural tie among the Hispanics. The majority of Spanish speaking consumers continue to speak in native tongue. Only 11.4% of Hispanics are comfortable speaking English, most not only are unassimilated but have actively resisted assimilation into the American culture and English-speaking world. According to Nielsen, 36% of the 26 million Hispanics are primarily English speaking, 15% bilingual, the remainder primarily Spanish.The over 4 million Latinos in Southern California account for 37% of the region’s population and 73% of them read only Spanish or read Spanish better than English.
Marketing to these Spanish speakers in their own tongue can be advantageous. Spanish speakers equipped with an ad in their native language are more confident consumers, able to locate the American product or service they seek. Television and radio advertising are popular with Latinos because media often are not available to them in their home countries. Telemundo reaches about 86% of all Hispanic TV households in 53 U.S. markets and syndicates its programming abroad; 35% of programming is produced in the U.S. Its only competitor, Univision, reaches 92% of U.S. Hispanic households. Fox produced House of Buggin, the first product of its Hispanic programming division. Its cast and host were predominantly Latino. U.S. companies’ spending on advertising on Hispanic TV rose 22% from 1994 to 1995, even more predicted for 1996 (over $1 billion).
The success of Spanish language television in the U.S. has become a ripe opportunity for marketers. “Hispanics watch more television than the general population; an average of 3.6 hours on weekdays compared with 3.2 for all Americans”, according to the Hispanic Monitor. Spanish language television creates national cultural figures within the Hispanic community, as loyal viewer’s from Miami to Los Angeles see the same celebrities. Certain people have come into the limelight, like Gloria Estefan and Paul Rodriguez. Marketers are now using these celebrities to build commercial bridges between Puerto Ricans, Cubans, Mexicans, and other ethnic groups.
Hispanic Consumer Behavior
It is hard enough to try and appeal just to the average consumer or Anglo, but marketers must realize that Hispanics don’t react the same as Anglos and they don’t have the same beliefs. One of the biggest differences between Anglos and Hispanics is the Spanish language. Most Hispanics consider their language the most important aspect of their culture, and they tend to speak their language more than the English language. Marketers should not have a hard time reaching the Hispanic market because of the relative abundance of Spanish radio stations, television stations, and magazines. This doesn’t mean that marketers should not have to take into account the beliefs and attitudes of the Hispanics, many of which have been brought over from their native countries. What marketers need to know is how to advertise to Hispanics and what are the most credible types of advertisements among Hispanics.
Hispanics tend to be more risk averse. Being risk averse is one aspect that they brought from their own countries, and that is what differentiates the appeal of money-back guarantees among Hispanics and Anglos. Hispanics tend to believe that once they spend their money they are not going to get it back. One major difference is that Hispanics have traditionally been fiercely brand loyal. They are generally willing to pay extra to purchase quality products for their family. Hispanic immigrants generally gravitate to brands they knew in their native country: Colgate toothpaste holds a 70 percent market share due to its dominance in Latin America. However, Crest, though holding only 15 percent of new immigrants, has nearly twice as many of the acculturated Hispanics. In general, Hispanics will pay a little more money to get something they know will last
Money-back guarantees often make Hispanics believe that there must be a reason why the company is offering them. The Hispanics think that the product what is being offered with the guarantee must be a cheap product that will not last. About 50 percent of Hispanics view it as credible (Galceran, Berry:30).Some people believe that the reason Hispanics don’t view money-back guarantees as credible is because their lack of education. It is true that coupons or price discounting is not an effective of promoting a product to Hispanics, especially foreign born Hispanics because the concept of coupons does not exist in many parts of Latin America; it is better to offer in store promotions and samples.
Hispanic culture differs greatly in comparison to the Anglos. The culture, in reference to consumer behavior, is probably the most important aspect to look at when marketing to Hispanics. Hispanics are very family oriented and tend to stay close to home. “The Hispanics are characterized by strong and close bonds that frequently extends outside the nuclear family to include grandparents, aunts, uncles, cousins, and non-family members.” (Guernica, 1982) Close ties to the family are not lost when a Hispanics establishes a separate household because of marriage or employment. Contact with the family are frequent and major efforts to get together for holidays or family gatherings are made. From childhood and throughout adulthood, Hispanics keep close family ties. During the teenage years though, many children tend to temporarily separate themselves from the family to learn American values and behaviors. It is during this time that teenagers evaluate their lives and realize what it is means to be an Hispanic. The traditional American assimilated family, on the other hand, tends to be more independent and less bound as a family unit. While attending or after attending upper level schools, the young are more inclined to leave home and stay away. Families are not as close knit In the advertising products and services to Hispanics, many scenarios of family oriented events should be used. Usually the ad includes the mother, father, and many children. In an advertisement targeting general Americans, the family would consist of the mother, father, and one child. A recent commercial for Prego spaghetti sauce featured a father and son, alone in the kitchen, preparing dinner. The Hispanic version had the entire family pictured in the kitchen.
Another critical element in the Hispanic culture is the high impact religion plays in the life of an Hispanic. Approximately 85% of U.S. Hispanics are Roman Catholic and the religion plays a big part in the value system and lifestyles for this ethnic group. These values consist of the strict learning of the religion and this is exemplified in the strong practice of it by its’ church members. “The Catholic church’s influence is demographically demonstrated by the Hispanic family’s larger size, due in part to the prohibition of practicing birth control. It is also evident in the lower divorce rate of Hispanics as compared with that of the general population.” (Guernica, 1982) But this
faith and strong value is not restricted to family alone. The Hispanics express a brotherhood relationship with non-family members as well and in practicing the Catholic religion, it is then that the Hispanics become one. To the marketer, the faith and value system also plays a big part when deciding how to appeal to the Hispanic community. In order to avoid offending anyone or anyone religion, the ads created must be of good nature and pure. They must not, at any point, display any sacrilegious belief. When marketing to Hispanics, marketers must try to use campaigns that combine the American dream with the traditional values of the Hispanic extended family. Ads should tend to be colorful and dramatic than the Anglo variety. “We do everything bigger,” says Colgate-Palmolive’s director of Hispanic marketing, Herney Nismimblat. “Even our soapsuds are bigger.” (Lieblich, 1988).
Helping the less fortunate is a message constantly uttered by the Hispanic groups. Their deep appreciation for spiritual and humane values motivates them to contribute to the assistance of individuals on a person-to-person basis rather than through social institutions. Hispanics represent the majority of practicing Catholic in comparison to the general public.
Promotional Strategies for the Hispanic Market
Two common mistakes are made when dealing with the Hispanic market. One is to try to adapt marketing strategies were successful with non-Hispanics to Hispanics. Some marketers still tend to ignore the Hispanic market and they think that they can just advertise to the average American consumer and still reach Hispanics. Studies have shown that these type of advertisements are not very effective when trying to reach Hispanics, because Hispanics keep their language, they have a different culture and beliefs, and they don’t spend all their time doing the same thing as Anglos. When listening to radio stations, Hispanics listen to a lot of Spanish stations, and when watching television Hispanics watch a lot of Spanish stations. Most marketers by now know that the Anglo and Hispanics cultures are different and have accepted the fact that they must create different promotional campaigns to satisfactorily satisfy the two markets. Pizza Hut hired an advertising agency to try and reach the Hispanic market. The agency used a Spanish theme and Pizza Hut saw higher sales in regions like New York, Texas, California, and Florida. They did not advertise nationally the specific campaign, but in the cities that had a large share of Hispanics.
The second and more subtle mistake is to believe that the same campaigns will work with all Hispanics. Creating a generic ad that appeals to all segments of the Hispanic market can be difficult. Mexicans and Cubans and Puerto Ricans speak different dialects and have considerably different tastes. For example, Mexicans and most Central and South Americans are avid soccer enthusiasts while Cubans and Caribbean Hispanics follow baseball. Surf detergent fell into this trap by using baseball themes in its Hispanic promotions. It sponsored activities at Little League parks and demonstrations at discount stores nation wide. Its success was well noted on the Eastern seaboard (home to most Cuban and Caribbean Hispanics) but had cool, limited success in the Southwest. Nonetheless, Frito Lay treats Hispanic Americans as a single market because the company tries to project a consistent national image. It advertises on Spanish language television and local advertisements occasionally address local populations but in general, aims at broadest possible target.
Regional companies tend to have advantage, they can usually target one specific group. Florida’s Publix supermarket chain held a highly successful media campaign targeted at Cuban Americans: The ad, accompanied by Hispanic rhythms, featured shoppers loading their grocery carts with tropical fruits and interspersed shots of expansive blue skies, palm trees, and pastel motifs associated with the Caribbean. By way of contrast, Tianguis, a Los Angeles grocery chain, had fiesta-like atmosphere to appeal to its mostly Mexican-American customers.
Yet, marketing to basic, fundamental similarities that exist among all Hispanics can provide the road to a national campaign. A Pepsi ad, espousing the Pepsi generation, took place at a quinceanera, the sweet 15 party, the coming of age for Hispanic girls, an event universal with Hispanics. Likewise, See’s Candies took a family oriented approach, showing the entire family sharing a box of their candies, emphasizing the Hispanic family values.
Another type of strategy that is used are advertisements that feature real people who use the product. This type of advertisement is a little more effective when trying to reach the Hispanic market than the Anglo market. When using real people in advertising to Hispanics do more things as a family they tend to react more to that type of advertising. Since Hispanics do more things as a family, they tend to react more to that type of advertising. Making comparisons with competition is one advertising that is being used widely today. Pepsi and Coke are probably the ones who make most of these ads, but when marketing to Hispanics or Anglos, they both tend to see them the same.
There are some type of advertisements that are much more effective when trying to reach the Hispanic market and they are by using advertising the product as being the official product of a sports group/event, and by having the product endorsed by famous people you respect. Over 50 percent of the Hispanics think official products of sports groups/events as being credible. They tend to believe it has quality just because they sponsor a group or an event. Advertising in this form is most effective when sponsoring events that are watched by Hispanics. sponsoring community programs: Anheuser Busch, Campbell and Coca-Cola were among the sponsors of Carnival Miami. ATT uses Major League Soccer circuit as a Hispanic marketing vehicle with television ads.
some of the events that are popular among Hispanics are bullfights, and soccer games. When trying to reach the Anglo market, this type of advertising is seen by only 20 percent credible. So when advertising sponsorship, it is more effective if it is geared towards Hispanics. Another type of advertising that shows a significant difference is beliefs and cultures between Hispanic and Anglos is by using a famous person or persons to endorse a product. About 40 percent of the Hispanics find this type of advertising credible compared to only 20 percent for Anglos. When you try to reach the Hispanic market, it is good to use someone who is well respected. The reason Hispanics find this type of advertising more credible than Anglos is because of their culture. Hispanics tend to believe the people they respect, and that is another reason why they are more brand loyal. Hispanics are taught to look up to their elders, and to follow in their footsteps, so that is why they are more likely to respond to famous and well respected spokesperson (Galceran, Berry: 30).
Since Hispanics also differ, it is a good idea to try and come up with different advertising to reach the different Hispanics. Another study showed by doing this, you can appeal to the Hispanic more than by just trying to reach the Hispanic market as a whole. (Assael, 512, 513).
Marketing Dos and Donts
Marketers have committed innumerable blunders in the past in their eagerness to reach specific segments that hold a lot of potential. For example, when the ads for Chevrolet Nova were made for the Spanish media, it meant no–va or "doesn't go" in Spanish and an American toothpaste promised its customers (in Spanish) that they would be more "interesting" if they used the firm's toothpaste, unfortunately "interesting" is an euphemism for being pregnant in some dialects of Spanish (Ricks 1992; Valencia 1984). Braniff tried to position itself as the luxurious airline by declaring that their passengers would "fly in leather." The phrase was literally translated into Spanish as vuele en cuero. Unfortunately, the word cuero is a colloquial expression for "in the raw," or naked. Hence, it is usually not a good idea to simply translate English ads into Spanish.
It is important for marketers to take note of the different Spanish dialects when advertising to the generic "Hispanic market" as a whole. Over twenty Spanish-speaking nationalities make up the U.S. Hispanic population and each has its own national holidays, cultural characteristics, foods, traditions, and values (Livingston, 1992). The marketer is well advised to distinguish between the subcultural differences among the major Hispanic groups (such as Mexican, Cuban or Puerto–Rican) (Valencia 1984). For example, Tang, the instant breakfast drink, billed itself as jugo de china, which is the Puerto Rican idiom for orange juice. But to all other Hispanics, the phrase was meaningless; jugo de naranja—the juice of oranges— would have been a better generic choice. Butterfingers subtly changed its ad according to the market since The word for peanut butter is mantequilla de mani for Hispanics from the Caribbean and crema de cacahuate for those from Mexico. Saturn learned the hard way that there are differences in dialect (Zbar, 1995). Countless other examples abound for the unweary marketer.
Because of he strong family influences, religious beliefs, and minority level of education the Hispanics only react to certain types of marketing approaches. These approaches include the incorporation of the different types of media which include television, radio, or paper. Along with these media is the importance of the colors to be used, packaging styles, language applies, and whether or not promotions should be used. Though they seem like minor details, they could either make or break a product. Also, within the Hispanic culture is the constant use of symbols and cultural taboos that exist within Hispanics and not in Anglos. For instance, marketers will not use certain colors when targeting Hispanics because they represent death, but will utilize them when marketing to general Americans. Used by Coca-Cola was as advertisement that portrayed a bullfight. According to marketers, Hispanics would view this as an everyday event in their Hispanic culture and would respond by purchasing the product. But to Anglos, this is portrayed as animal abuse. The would not see the ad for Coca-Cola, but instead the pain the animal would be experiencing and therefore would more than likely ban their product from regular consumption.
Because of the culture, religion, and education levels of Hispanics, other learned specs that affect consumer behavior evolve. These consist of quality, price, and accessibility of a product. For instance, if a product is popular amongst an individual, it is more than likely an item that had been carried down from generation to generation. In other words, the individual uses it because his mother or father used it and he knows of no other substitute. So does that mean he is not concerned about quality? It doesn’t sound like it and for many Hispanics, that’s the way it is. Many simple minded Hispanics are afraid to dive into new ventures and try new things. Marketers then concentrate on those individuals by enhancing the regularly used product and emphasizing, over and over again, the benefits derived from it to encourage repeat buying. Currently, Hispanics are out with the old and in with the new and like Anglos, they are taking the time to shop for the best product. The accessibility is also no longer an issue. In the past, the Hispanic community tended to by out of convenience or because of lack of transportation. Now, more Hispanics are purchasing automobiles and are traveling to find the best quality product.
Price, on the other hand, is derived from culture and education/income levels. As a child, Hispanics are brought up to know that nothing comes free and there’s a price for everything. Learned also is that if the money is not available, then the product is either not needed or can be substituted for something else. Again, the monetary cash flows influence the consumer behavior toward a product.
Hispanics spend more than white non-Hispanics and Afro-Americans on food. They tend to eat at home more, in home food preparation tends to be higher. Greater users of telephone services as well ($661 average in 1990, $61 more than white Non-H))
Conclusions
“The Spanish population is the growth segment of the U.S. market” , says SRC’s president Richard W. Tobin. Within 20 years, Hispanics should become the nation’s largest minority group. “By 2010, the U.S. is projected to contain 39 million Hispanics” , according to the Urban Institution. “That is 12.9 percent of the U.S. population, compared with a projected 12.5 percent share for blacks” ( Exter, 59). The Spanish language is the primary motivating factor behind Hispanic Marketing. The market looks at itself as a primarily Hispanic and units in its emphatic preference for Spanish even among those fluent in English as its primary means of expression. Marketer’s now advertise their products in Spanish to complement and convince the market segment on different types of products that are being introduced to Hispanics.
The increasing numbers of Hispanic’s has lead large marketing campaigns specifically targeted to Hispanic community to advertise more often in Spanish. “Most companies , if they try at all, try to sell to Hispanics with general English advertising despite documented evidence that most Hispanic prospects find English less appealing and less convincing than Spanish” (Mack, 55). Even those advertiser’s committed to the Hispanic market, spend only a fraction of their total ad budgets on advertising in Spanish. Why? Because a majority of companies considering marketing campaigns apparently perceive the Hispanic market as overwhelmingly complex. Those people or companies who do not try to reach the Hispanic market may be left behind, while those who do will see more sales and profits.
The marketing strategies within the consumer behavior of the Hispanic and Anglo cultures, have diverse tactics upon the consumer. Hispanic and Anglo cultures have different types of marketing implications in advertising. The marketers must implement different ideas and strategies to be successful in both cultures, such as advertisements, language barriers, demographic diversity , and future marketing. The implementation of cultural strategies and future of the cultures will not only target different cultural needs but will provide different products for different consumers in order to establish a mainstream of products for both cultures. These strategies affect every aspect of the cultural ideas and attitudes that marketers must concentrate on in order to enhance the consumers ability to buy the product that is being advertised to them. Not only is the Hispanic population growing, but their social, economic, and political factors as well. The Hispanic market is America’s future and marketers must start negotiating ideas and strategies to enhance the advertisement versions to this fast growing minority group.
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