TY  - JOUR
AB  - 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.
VL  - 6
IS  - 2
SN  - 0887-6045
DO  - 10.1108/08876049210035836
UR  - https://doi.org/10.1108/08876049210035836
AU  - Minor Michael
PY  - 1992
Y1  - 1992/01/01
TI  - Commentary – Comparing the Hispanic and Non‐Hispanic
Markets: How Different Are They?
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 29
EP  - 32
Y2  - 2024/05/11
ER  -