Tuesday, May 26, 2009

Attitudes of Consumers in the Multicutlural Marketplace

As part of our ongoing series of reports supported by DMS Research, the Center for Hispanic Marketing Communication at Florida State University has released in March 2009 a new study of attitudes of consumers in the Multicultural marketplace.  The full report can be obtained at:

The data in this report includes 39 attitudes and multiple demographics to provide a sense of how members of different cultural groups feel about select aspects of life and commerce. The list of specific attitude items is in the section dealing with overall trends below.

The data revealed a six factor structure that resulted in six factor score coefficient weighted indexes:
  • Network Oriented or an inclination to use social media and being sociable
  • Gay Favorable or a positive predisposition to GLT issues and people
  • Sports Oriented or a favorable disposition towards sports
  • Brand Lifestyle or strong positive feelings about brands
  • Social Cultural Sensitive or empathy and openness to other cultures
  • Marriage Oriented or strong feelings about the importance of marriage
The results indicate that Hispanics who answered the online questionnaire in Spanish (HS) are more likely than anyone else to be Network Oriented, and interestingly, that Non Hispanic Whites (NHW) are least likely to be Network Oriented. Hispanics who answered the questionnaire in English (HE) and Asians (A) are most likely to be Gay Favorable, while HS were most negative. Also HE and A are most Sports Oriented, while NHW are least sports involved. Brand Lifestyle is more prevalent among African Americans (AA) and least among HS. The most Socio Culturally Sensitive are HS, while the least are NHW. A are the most Marriage Oriented while HS and AA are the least.

Alternative explanations were explored with the data, by looking at gender and age groups, and
conclusions and implications were derived for marketing to these diverse groups. These findings
highlight the importance of considering attitudinal orientations when positioning products and servicesnin these diverse cultural communities. The results make it evident that not all members of the different major cultures in the US can be reached with homogeneous messages and ideas.  Find the report at:

No comments: