BUS 134A Consumer Behavior: Analyzing Hispanic Americans & PRIZM

This assignment delves into the characteristics of Hispanic American consumers, emphasizing authenticity, social responsibility, cultural relevance, social media engagement, and brand loyalty. It proposes a marketing strategy for car insurance targeting this group, suggesting advertisements on YouTube, Instagram, newspapers, billboards, and television. The assignment also includes a self-assessment using Claritas' PRIZM segmentation, identifying with the "25-up-and-comers" segment and suggesting additional lifestyle and media traits. Furthermore, it evaluates the usefulness of consumer segmentation tools in marketing practices, highlighting benefits such as focused marketing, increased competitiveness, customer retention, and improved communication. This assignment is available on Desklib, a platform offering a wide range of study resources including past papers and solved assignments to support students.

Hispanic American Consumer
Group

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Table of Contents
Chapter 12...................................................................................................................................................2
Assigned Consumer Group: Hispanic Americans...................................................................................2
Answer 1.............................................................................................................................................2
Answer 2)............................................................................................................................................2
Chapter 14...................................................................................................................................................5
Answer 1.............................................................................................................................................5
Answer 2.............................................................................................................................................5
References...................................................................................................................................................7

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Chapter 12
Assigned Consumer Group: Hispanic Americans
Answer 1
I learn that the Hispanics Americans consumers are the single largest minority in the U.S.A.
They are the second largest consumer group in the Australian market. They are young, digitally
connected and socially engaged with today’s world at various purchasing level.
Five characteristics of Hispanic Americans Consumer group –
 Authenticity and Transparency of any product matter mostly – Hispanic Americans
consumers’ found transparency and authenticity in most appealing manners towards any
brands. They wanted 100% tactic and creative output in every purchasing products.
 Value those brands that are socially responsible – Hispanic Americans consumers’ value
those brands only that are reliably too good (Korgaonkar, Petrescu and Karson, 2015).
The consumer group supported a local cause or living and breathing an encouraging
brand purpose that may have a positive impact on society is more important. This is the
key characteristics of Hispanic Americans consumers.
 Favor those marketing behaviors that reflect their culture – Hispanic Americans
consumers mainly have a unique and rich culture, and they mainly follow traditional
culture. In addition, it means they only favor those brands that reflect their traditional
culture in every aspect.
 More likely to search new brands through social media – Between the Hispanic
Americans Consumers,' there is a trend to search for new products or to discover new
brands throughout the various social media (Bricker et al., 2016). Every Hispanic
audience has social media accounts to search for new things through the internet, and
they not only use the internet for entertainment purposes.
 Like better quality products that show brand loyalty – Hispanic Americans consumer's
say that quality is the factor that most influenced brand loyalty. Hispanic Americans
consumers like or feel happy to spend and continue spending money on those brands that
encounter with their standards.

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Answer 2)
Car insurance is a significant asset to the American people, and in present days Hispanic
Americans are also familiar with this insurance procedure. Hispanic Americans are familiar with
both offline and online services, and therefore they can appoint an agent that can easily
demonstrate the benefits of insurance both online and offline (Mora, 2014). The main aim of this
strategy is to convince the consumer group that car insurance not only provides safety of their
cars but on the other hand it also provides the corresponding security of their cars. With the help
of this strategy, the car insurance market will easily grow their business to the Hispanic
American consumer group.

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Insurance of car is essential for security and safety purposes to the Hispanic Americans

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The following of the car insurance towards the Hispanic American customer group should be
posted on YouTube, Instagram, and Newspaper, Billboards and also on television. The
advertisement will be posted in the above media so that every Hispanic American people will
ensure their car after taking it from the market.
Chapter 14
Answer 1
“25 -up-and-comers” consumer segmentation best describes me because I am a 26 age college
graduate student having an idea of latest digital technology and searching for a better job in
future to achieve better success and to make own savings account. So, I belong to this consumer
group -Upper Mid (Scale) Younger Family Mix because up-and-comers belong to younger
families, some have children while others just planned to get married. These type of consumers
mainly lived in suburban areas and second cities. The consumers of this group are mainly
digitally connected college graduates who are fit with athletic activities and have an idea of latest
technology in every matter usually ages, 25 to 44 (Stewart, Rogers and Haque, 2015). While
some others are continuing their education with the hopes of purchasing a home with own
money, increasing their saving amounts and to achieve better success in the following years.
The lifestyle patterns and media traits that I should like to include in the existing list is simply
based on my consumption. These traits follows the opinions about any new product launch in the
Australian market. The attitudes towards any market aspects must be goods so that everybody
supports the attitude. There must be high-interest power and eager to know any new method of
technology which will benefit me in the future. The high amount of curious to know about new
trends and happenings in social media to become aware firstly from others, must keep patience to
understood negative views regarding any product matter and trying to solve it (Ryabov, 2016).
Answer 2
Segmentation is an important marketing technique that helps anybody to reach each group of
future customers with a proposal that can be appealed to them. The consumer segmentation tool
applied to knowing the consumption behavior of the same group of individuals that are similar in
specific ways (such as age, gender, spending habits and interest) throughout the world helps a lot

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to know their trends regarding the market strategy in merging world (Alvarez, Dickson and
Hunter, 2014). This consumption segmentation tool helps the marketers to know their customers
very deeply and properly to understand their behaviors and assumptions regarding marketing.
Each segment ensures the marketers are not waste any resource at marketing level on the peoples
on the basis of the segment that never buys their products. Rather with the help of this consumer
segmentation tool, the marketers may apply specialized tools to analyzed and gather current data
based on those subgroups, then they can develop various different designed strategies to give
best results for each segment to meet their satisfaction.
Moreover, from the fact it is clear that without consumer segmentation tool, a company can
never apply its market strategy. The company gets various advantages such as a clear focus on
each consumer segments, increase in competitiveness, customer retention, better communication
with individuals of every segment, profitability increases, and market expansion. After analyzing
properly, I can say that the marketers get many bits of help from the consumer segmentation tool.

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References
Alvarez, C.M., Dickson, P.R., and Hunter, G.K., 2014. The four faces of the Hispanic consumer:
An acculturation-based segmentation. Journal of Business Research, 67(2), pp.108-115.
Bricker, J., Dettling, L.J., Henriques, A., Hsu, J.W., Jacobs, L., Moore, K.B., Pack, S.,
Sabelhaus, J., Thompson, J. and Windle, R.A., 2017. Changes in US family finances from 2013
to 2016: evidence from the survey of consumer finances. Fed. Res. Bull., 103, p.1.
Korgaonkar, P., Petrescu, M. and Karson, E., 2015. Hispanic-Americans, mobile advertising, and
mobile services. Journal of Promotion Management, 21(1), pp.107-125.
Mora, G.C., 2014. Cross-field effects and ethnic classification: The institutionalization of
Hispanic panethnicity, 1965 to 1990. American Sociological Review, 79(2), pp.183-210.
Ryabov, I., 2016. Conspicuous consumption among Hispanics: evidence from the consumer
expenditure survey. Research in Social Stratification and Mobility, 44, pp.68-76.
Stewart, H.L., Rogers, H.P. and Haque, M., 2015. Media Usage and the Buying Behavior of
Hispanics. In Minority Marketing: Research Perspectives for the 1990s (pp. 33-36). Springer,
Cham.