Abstract
As of 1979, the U.S. had the fifth largest Hispanic population in the world(19 million), according to the U.S. Dept. of Commerce. By 1985 it is estimated that His-panics will be the largest minority group in the U.S., and many predict that by 1990 the Hispanic population will be 25% of the U.S. population. The buying power of this market is enormous. Recent studies have shown that they buying power of Hispanics in New York City is $6 billion, while in Los Angeles and Orange Counties it is $4 billion.
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© 2015 Academy of Marketing Science
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Beggs, T.J., Mills, M.K., Tjahaja, S. (2015). Hispanic Consumer Behavior: A Review and Analysis. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_133
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DOI: https://doi.org/10.1007/978-3-319-16946-0_133
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