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INVESTMENT OR GAMBLE?
WHAT BRAND MANAGERS SHOULD KNOW ABOUT TARGETING SECOND- AND THIRD-GENERATION HISPANICS
by
Michael Chavez Booth
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
August 2012
Copyright 2012 Michael Chavez Booth
Object Description
| Title | Investment or gamble? What brand managers should know about targeting second- and third-generation Hispanics |
| Author | Chavez Booth, Michael I. |
| Author email | mchavezbooth@yahoo.com;mchavezbooth@yahoo.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-07-31 |
| Date submitted | 2012-08-02 |
| Date approved | 2012-08-02 |
| Restricted until | 2012-08-02 |
| Date published | 2012-08-02 |
| Advisor (committee chair) | Gutierrez, Felix |
| Advisor (committee member) |
Floto, Jennifer Lynch, Brenda |
| Abstract | “The U.S. Hispanic market is a moving target.” – Isabel Valdes, member, National Council of La Raza and Hispanic marketing expert ❧ It is a dynamic market, continually growing and changing. In fact, the latest U.S. Census data showed that the Hispanic market experienced more growth than any other segment between 2000 and 2010. Immigration, which was traditionally the driving force behind this continued growth, was trumped by births. ❧ As is the case with most Census data, this trend has created an uptick in organizational interest. Brand managers (hereafter “brands”) have taken notice of the market’s growth and value. Furthermore, organizations that were not already targeting this market are privy to Census figures that project Hispanics could make up 30 percent of the overall U.S. population by the year 2050. More importantly, the Selig Center for Economic Growth projects that this market could represent $1.5 trillion in buying power by 2015, or 11 percent share. ❧ However, some brands shy away from this growing segment, while others struggle to understand it. And, as if the Hispanic market was not diverse and complex enough, the market’s primary source of growth, the U.S.-born generations, are similar to their foreign-born counterparts in many ways and yet, different in many others. ❧ While the most current generations are attracted to Hispanic culture, values and even recreation, they are also fond of their surrounding culture, attracted to American traditions, consumer products and services, and of course, English-use and content. As such, this segment serves as a go-between in two larger markets, while establishing themselves as their own. ❧ Still, despite strong notions that this group is reachable via Hispanic or general market efforts, there is an intensifying opportunity to evaluate the way that brands are targeting second- and third-generation Hispanics. This group presents a new market, as members are earning higher incomes, becoming more interested in high-end products and increasing their savvy for financial tools. ❧ By introducing campaigns aimed specifically at the second- and third-generations, brands can develop relationships that may prime them for market sustainability. However, what makes for the proper strategy remains a critical question, one that may actually produce a variety of answers. Overall, second- and third-generations are creating a new cultural shift that demands marketer investment and presents brand opportunity. |
| Keyword | Hispanics; Hispanic marketing; second-generation Hispanics; third-generation Hispanics |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Chavez Booth, Michael I. |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-ChavezBoot-1081.pdf |
Description
| Title | Page 1 |
| Full text | INVESTMENT OR GAMBLE? WHAT BRAND MANAGERS SHOULD KNOW ABOUT TARGETING SECOND- AND THIRD-GENERATION HISPANICS by Michael Chavez Booth A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2012 Copyright 2012 Michael Chavez Booth |
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