Marketing to the U.S. Hispanic Consumer: Apparel Preferences and Strategies.

The Hispanic population is the largest and fastest-growing minority group in the United States. Given its size and growth rate, the Hispanic market, as a whole, has grown in importance. The purpose of this study was to learn more about the U.S. Hispanic market in regards to apparel preferences and to discover how these products were being promoted to the Hispanic consumer. The literature suggests that the growth of the U.S. Hispanic market will lead to a greater demand for apparel. However, there is not much known about Hispanics’ apparel design and style preferences. Additionally, there are not currently many retailers who targeted this market specifically, so marketing strategies were not well documented. The methods used in this research encompassed smaller component investigations. Those component investigations included a pilot survey, visual content analysis of photographs, content analysis of Spanish-language television advertisements, and apparel store evaluations. After analysis, results provided insight to U.S. Hispanic consumersʼ preferences for design attributes of apparel worn in everyday situations. Results also identified methods used by the apparel retailers who were actively engaged in marketing to Hispanics through television and in stores. This was important research for apparel retailers, as it provided a better understanding of the apparel-design preferences of U.S. Hispanic consumers as well as determined opportunities for apparel retailers targeting the U.S. Hispanic market. For further research, the methodology used in this project may also be expanded to other geographical areas of the United States where television advertisements, photographs, and store evaluations could be conducted. Also, a more direct interaction with respondents could give more qualitative information enhancing the depth of understanding U.S. Hispanic consumers.

Author dc:creator

• Campbell, Natalee Marie

Advisors dc:contributor.advisor

• Dr. Pamela Banks-Lee, Committee Member
• Dr. Michelle Jones, Committee Member
• Dr. Traci A. M. Lamar, Committee Chair
• Dr. Cynthia Istook, Committee Member

• marketing strategies
• apparel preferences
• U.S. Hispanics

Statement dc:rights

• I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dis sertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to NC State University or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report.

Dc Identifier Other

etd-01062009-092743

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