Media Usage and the Buying Behavior of Hispanics
Document Type
Conference Proceeding
Publication Date
1-1-1993
School
Marketing
Abstract
This paper examines issues related media usage as it relates to the consumption behavior of Hispanics. Rapid population growth coupled with increases in buying power make this subgroup a prime target for marketing effort. It is thus an issue of interest to marketers. Hispanics exhibit buying behavior that maybe somewhat different from those of the population at large. If marketers can better understand these differences and the media usage that go with it, then they can better target this subgroup.
Publication Title
Minority Marketing: Research Perspectives for the 1990s: Proceedings of the 1993 Minority Marketing Congress
First Page
33
Last Page
36
Recommended Citation
Stewart, H. L.,
Rogers, H. P.,
Haque, M.
(1993). Media Usage and the Buying Behavior of Hispanics. Minority Marketing: Research Perspectives for the 1990s: Proceedings of the 1993 Minority Marketing Congress, 33-36.
Available at: https://aquila.usm.edu/fac_pubs/21382
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