The four faces of the Hispanic consumer: An acculturation-based segmentation |
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Authors: | Cecilia MO Alvarez Peter R Dickson Gary K Hunter |
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Institution: | 1. College of Business Administration, Florida International University, 11200S.W. 8th Street, Miami 33199, FL, United States;2. Case Western Reserve University, Weatherhead School of Management, 10900 Euclid Avenue, Cleveland 44122, OH, United States |
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Abstract: | This article develops and tests a segmentation scheme for the U.S. Hispanic market based on the extent and nature of acculturation. Acculturation is conceptualized as driven by language preferences and two dimensions of cultural identification, Hispanic and American. Structural equation modeling develops and assesses the proposed scales, and a latent class clustering procedure (latent discriminant analysis) tests propositions on a sample of 403 U.S. Hispanics. Consistent with theory, four clusters of U.S. Hispanics emerge: retainers, biculturals, assimilators, and non-identifiers that vary according to language preference and cultural identification. |
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Keywords: | Acculturation Hispanic Segmentation Language Cultural identification |
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