Acculturation
Acculturation is the process by which Hispanics adopt U.S.
cultural values and mores into their Hispanic heritage. It is a
process that happens over time and is more noticeable between
generations.
The impact of acculturation can be far-reaching. Do you know how
acculturation might affect your brand loyalty, awareness, message
relevancy, brand imagery, perception, and media mix?
MRSI's ENFOQUE® Hispanic research solution helps you identify
the acculturation and demographic profile of your Hispanic target
market so you can develop effective marketing messages to reach
this key customer segment.
The rate of acculturation may be influenced by a variety of
factors that depend on both the individual and the area in which
the individual lives.
Factors that could influence acculturation include:
- How long the individual has lived in the United States
- The age when he/she moved to the United States
- Language spoken most often at home and away from home
- The size of the Hispanic population in which the individual
lives
- Access to and use of Spanish language media
The acculturation rate may be faster in areas with little access
to the Hispanic culture and may be slower in areas where Hispanics
have a strong presence.
When determining which Hispanics are important to your business,
assessing acculturation level can offer a more accurate view of the
language and type of media outlets best suited for reaching your
target Hispanics.
Demographics including age, country of origin, number of
children, and country of birth can provide a further profile of
your targeted Hispanics to aid in developing marketing
messages.
Acculturation is best modeled as a continuum and based on our
Hispanic research experience across categories from consumer
products to financial services to restaurants and pharmaceuticals;
we've classified Hispanics into four acculturation groups using
this approach:
- Recent Arrivals
- In Transition
- Established
- Fully Acculturated
MRSI can help you define the segments in multiple ways including
pre-defining acculturation classifications based on our model or
post hoc measurement of the impact of acculturation on your
category. We will work with you to determine the most effective
approach for your category and market.
Contact
MRSI for more information on Acculturation today!
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