Marketers in the United States are learning that Hispanic and other minority groups are not alike. How do cultural differences affect purchase decisions?
What will be an ideal response?
Due to immigration and increasing birthrates among various ethnic and racial groups, the United States continues to grow more diverse. Approximately 80 percent of all population growth in the next 20 years is expected to come from African American, Hispanic, and Asian communities. Minorities now represent approximately one-quarter of the population; by 2050 they will represent about 50 percent. Culture influences what, why, how, where, and when groups buy things. Lifestyle changes within these groups will have an effect on their purchases. For example, as African Americans are increasingly moving to the suburbs, Home Depot has developed particular appeals featuring national figures such as Tom Joyner and Steve Harvey to target this demographic.
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