Rincon & Associates Launches Ground-Breaking Study of Multicultural Consumers in Dallas/Ft. Worth

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The Dallas/Ft. Worth metro area is the second fastest growing metropolitan area in the U.S. -- fueled primarily by the dramatic growth of multicultural consumers. Companies that wish to target Latinos, African-Americans and Asians will now have a comprehensive study to guide their marketing decisions.

An estimated three million ethnic consumers -- 1.7 million Latinos, 900,000 African-Americans, and 307,000 Asians -- now call the Dallas/Ft. Worth metro area their home. Comprising 45 percent of the total DFW population with an estimated buying power of $41 billion, the spending patterns of these ethnic consumers have played a significant role in sustaining the local economy, especially as it concerns housing, home furnishings, automotive, supermarkets, entertainment, transportation, and media. Despite their increasing presence, however, surprisingly little credible information is available to guide marketers with decisions related to selling products or services to these ethnic consumers, who do not generally respond to the same marketing tactics as non-ethnic consumers.

To address this absence of "cultural intelligence," Rincon & Associates has designed a study that is both statistically sound and a practical tool for decision-makers. The DFW Multicultural Trendline Study 2008 is based on a 20-minute telephone survey of randomly selected households in the Dallas/Ft. Worth metropolitan area, including 600 Latinos, 400 African-Americans, and 400 Asians. A multi-lingual interviewing team will ensure that all respondents will have a choice of five languages to complete the survey -- English, Spanish, Chinese, Korean and Vietnamese. The study will focus on such topics as demographic and socioeconomic characteristics, media usage, shopping preferences, language proficiency, attitudes/lifestyles, and other topics.

For further information about the study, please visit http://www.rinconassoc.com/dfw08.php.

About Rincon & Associates
Rincon & Associates, based in Dallas, Texas, for the past 30 years, specializes in market studies of multicultural consumers. Dr. Edward T. Rincon, president of Rincon & Associates, is a research psychologist who has taught university courses on survey research methods and Hispanic marketing, and written topical papers on measurement bias of ethnic audiences.

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EDWARD T. RINCON, PH.D.
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