MRSI Unveils Hispanic Acculturation Model
In the US, full service agency MRSI (Marketing Research Services Inc.) has introduced a new Hispanic ‘acculturation’ model, which it says provides better insights on the Hispanic consumer, their perceptions, and their shopping behavior.
The model has been designed to address the acculturation process, where cultural traits are adopted, lost, combined and created, influencing consumers’ ideas, values, conventions and behaviors.
VP of Hispanic Services, Miguel Martinez-Baco says clients who understand where their Hispanic audience fits into the new model can determine the message nuances, brand imagery and media mix which will be most effective in reaching them and impacting purchase decisions.
‘Marketers and advertisers understand the tremendous buying power of the Hispanic market,’ states Martinez-Baco. ‘When you look at what works and what doesn’t, you’ll most often find that successful Hispanic marketing campaigns are those that are culturally relevant to their intended audience.’
MRSI is a member of the MVL Group of companies and is online at www.mrsi.com .