An article in the NY Times points to the “growing passion for the Latino market”. Appealing to Hispanic buyer is far more complex than just putting Spanish language on a package or dubbing Spanish onto the soundtrack of a commercial, the paper reports:

That’s because of cultural differences among Hispanics, he added, based on whether they trace their ancestries to places like Cuba, the Dominican Republic, Mexico or Puerto Rico. In addition, he said, there are differences between “acculturated Hispanics and nonacculturated Hispanics” – that is, those who adapt to life in the United States and those who do not.

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