View Guide - Business - Hispanic Market Information Sources

Hispanic Market Information Sources.
Bibliography compiled by Leticia Camacho, Business Librarian, Harold B. Lee Library

The U.S Census reports that the Hispanic population in the United States has more than doubled since 1980; more than 40 million Hispanics live in the U.S., accounting for 44.3% of all U.S. growth. According to a HispanTelligence research report, U.S. Hispanic purchasing power is nearly $700 billion and is projected to reach as much as $1 trillion by 2010. Businesses acknowledge these facts and are actively looking for ways to market to this consumer group. This bibliography of selected books, government sources, organizations, and databases serves as a first step for researchers in exploring the growing and dynamic Hispanic market.

Books:

Cartagena, Chiqui. (2005). Latino boom! Everything you need to know to grow your business in the U.S. Hispanic market. New York: Ballantine; 232 p. $24.95. ISBN 0345482352. The book contains data about Hispanic buying power as well as a list of 10 mistakes to avoid when entering the Hispanic market. Call Number: HC 110 .C6 C365

Dávila, Arlene M. (2001) Latinos, Inc: The marketing and making of a people. Berkeley: University of California Press; 287 p. $22.50. ISBN 0520227247. Explores the role of the media in creating stereotypes and influencing marketing to Latinos. The information was gathered through interviews with advertising executives and market researchers. Call Number: HF 5415.33 .U6 D38 . For online access click here.

Faura, Juan. (2006) Hispanic marketing grows up: Exploring perceptions and facing realities. Ithaca: Paramount Market; 144 p. $24.95. ISBN 0976697343. Identifies 30 perceptions that affect marketing to Hispanics and 10 futures trends. Call Number: HF 5415.32 .F38x

Korzenny, Felipe and Korzenny, Betty Ann. (2005) Hispanic marketing: A cultural perspective. Boston: Elsevier/Butterworth-Heinemann; 328 p. $29.95. ISBN 0750679034. Contains valuable information about Latino consumer behavior and the role of language, family life, and traditions in purchase decisions. Call Number: HF 5415.33 .U6 K67.

Nevaer, Louis E. V. (2004) The rise of the Hispanic market in the United States: Challenges, dilemmas, and opportunities for corporate management. Armonk, N.Y: M.E. Sharpe; 288 p. $66.95. ISBN 0765612909. Examines the marketing of Hispanics consumer products in the United States as well as the marketing of U.S. products in Spanish-speaking countries. Call Number: HF 5415.33 .U6 N47

New Strategist Publications, Inc. (2007). Who's Buying by Race and Hispanic Origin. Ithaca, N.Y.: New Strategist; 127 p. $59.95. ISBN 1933588535. The information was gathered from unpublished data collected by the Bureau of Labor Statistics Consumer Expenditure Survey. It presents spending data by race and Hispanic origin for the categories: apparel, entertainment, financial products and services, food and alcoholic beverages, gifts for non-household members, health care, household operations, shelter, transportation, and a chapter that looks at personal care, reading, education and tobacco. Call Number: MEGI HF 5415.33 .U6 W46

Soto, Teresa J. (2006) Marketing to Hispanics: A strategic approach to assessing and planning your initiative. Chicago: Dearborn Trade Pub; 259 p. $23.00. ISBN 1419502786. Contains marketing tools and business practices to target Hispanic markets. Available online only, click here to access.

SuŢarez-Orozco, Marcelo M; PŢaez, Mariela, and David Rockefeller Center for Latin American Studies. (2002) Latinos: Remaking America. Berkeley, Calif: University of California Press; 490 p. $55.00. ISBN 0520234863. Provides background and historical information about Latinos in the United States. Call Number: E 184 .S75 L37.

Tienda, Marta and Mitchell, Faith (2006) Hispanics and the Future of America. Washington, D.C.: National Academies Press. 490 p. $49.00. ISBN 0309100518. Examines in detail the demographics of the Hispanic population in America. Call Number: E 184 .S75 H593. For online access click here.

Cover of Marketing To American Latinos: 2 Volumes Valdés, M. Isabel. (2002) Marketing to American Latinos: A guide to the in-culture approach. Ithaca, N.Y: Paramount Market Pub; 368 p. $54.95. ISBN 0967143926. Provides marketing tools to target Hispanic customers and includes 10 case studies of successful marketing campaigns. Includes charts, tables, and a list of useful online resources. Call Number: HC 110 .C6 V348

Census/Statistics/Demographics:

Census Facts about the Hispanic or Latino Populations - http://www.census.gov/pubinfo/www/NEWhispML1.html - The website includes the American Community Survey, Social and Economic Characteristics, profiles, and more.
Hispanic Current Population Survey - http://www.census.gov/population/www/socdemo/hispanic.html - Includes statistics of the Hispanic population of the United States; the population of Puerto Rico is not included in the data, but Puerto Ricans residing in the United States are included.
Hispanic Owned Firms:2002 Economic Census, Survey of Business Owners and Company Statistics Series - http://www.census.gov/csd/sbo/hispanic2002.htm - Provides statistics of Hispanic owned firms by kind of business, geographic location, and origin.
Other government sources: American Community Survey (http://www.census.gov/acs/www/), American Fact Finder (http://factfinder.census.gov/), Community Survey Thematic Maps (http://factfinder.census.gov/), Current Population Survey ( http://www.census.gov/cps/), and Estimates and Projections (http://www.census.gov/popest/estimates.php).

Organizations/Associations:

Brookings Institution - http://www.brookings.org/ - Provides reports, speeches, and articles about immigration from the Metropolitan Policy Program.
Center for Comparative Immigration Studies - http://www.ccis-ucsd.org/ - A research unit of the University of California-San Diego. Conducts basic and policy-oriented Research Projects on international migration and refugee flows throughout the world. Studies the U.S. immigration experience to other countries of immigration.
Center for Immigration Studies - http://www.cis.org/ - Contains research and policy analysis of the economic, social, demographic, fiscal, and other impacts of immigration on the United States.
Center for Latino Policy Research - http://www.clpr.berkeley.edu/ - Sponsors research efforts which have a policy impact on the U.S. Latino population.
Florida State University Center for Hispanic Marketing Communication - http://hmc.comm.fsu.edu/ - Provides links to Hispanic news. The faculty and students from the center conduct research and projects related to the U.S. Hispanic market. Free access to the articles, reports, and presentations.
Institute for Latino Studies - http://www.nd.edu/~latino/research/projects_current.htm - Conducts research regarding issues in Latino communities.
Latino National Survey - http://depts.washington.edu/uwiser/LNS.shtml - The University of Washington hosts the Latino National Survey (LNS) project. The LNS is a telephone survey of 8,600 Latino residents of the U.S. The survey seeks to understand the qualitative nature of Latino political and social life in America. A major part of the project is the Latino National Contextual Database (LNCD) which includes census, economic, demographic, political, and educational data.
The Latino Coalition - http://www.thelatinocoalition.com/ - Conducts research and advocates public policies relevant to Latinos.
National Council of La Raza - http://www.nclr.org/section/publications/ - National Latino civil rights and advocacy organization. Includes a publication titled “Twenty FAQs about Hispanics in the U.S.”
Pew Hispanic Center - http://pewhispanic.org/ - Conducts and commissions research to improve understanding of the U.S. Latino population and record Latino’s impact on the country.

Databases (subscription required):

MarketResearch.com Academic - Includes market research reports from several publishers such Kalorama, Packaged Facts, SBI, ICON. The database has over 70 reports on Hispanics such as “Where Hispanics Live and Where They're From: How Regional Differences and National Heritage Influence Latino Consumer Attitudes and Behavior”, and “The U.S. Hispanic Market: Looking to the Future”.
Mintel Reports (Must create profile, see description)- Offers a series of research reports covering the US and Europe. A sample of Hispanic reports include: “Hispanic Dining Out”, “Hispanic Entertainment and Leisure”, “Hispanic shopping and Spending Patterns”, and “Hispanics and Media and the Internet”. Consumer data comes from Simmons.
Conference Board- Business management research reports and reports on US and global economics. Includes annual surveys for executive compensation and corporate contributions. The database includes an annual study titled “The Hispanic Market 2010”. The report profiles Hispanics and includes prediction of demographic change. The report includes an excel workbook containing household, income, and spending data both current and project data for 2010.