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Commentary – Comparing the Hispanic and Non‐Hispanic Markets: How Different Are They?

Michael Minor (Associate Professor of Marketing and International Business at the University of Texas‐Pan American in Edinburg, Texas.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1992

Abstract

Notes that the rise in the US Hispanic population has attracted a lot of interest in the marketing of products to them. Summarizes that traditionally marketers have viewed Hispanics as a distinct marketing segment. Examines studies of Hispanic consumers and suggests that differences between Hispanic and non‐Hispanic consumers are in reality quite small. Recommends that customer segmentation methods not based on ethnicity have as much chance of success as “Hispanic‐oriented” methods.

Keywords

Citation

Minor, M. (1992), "Commentary – Comparing the Hispanic and Non‐Hispanic Markets: How Different Are They?", Journal of Services Marketing, Vol. 6 No. 2, pp. 29-32. https://doi.org/10.1108/08876049210035836

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited