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.
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Stewart, H.L., Rogers, H.P., Haque, M. (2015). Media Usage and the Buying Behavior of Hispanics. In: King, R. (eds) Minority Marketing: Research Perspectives for the 1990s. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17386-3_7
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DOI: https://doi.org/10.1007/978-3-319-17386-3_7
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