Commentary – Comparing the Hispanic and Non‐Hispanic Markets: How Different Are They?

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.