Hispanic Americans are the buying group to reach out to when marketing home products as they have both population and purchasing power on their side
Atlanta, Ga. (PRWEB) September 2, 2009
For professionals in the home and commercial building products channel, Hispanic Americans are the emergent buying group when marketing home products, according to a new white paper released by Kleber & Associates (K&A) -- an Atlanta marketing and communications firm specializing in the home and commercial building products marketplace.
As the nation's second largest ethnic group, Hispanic Americans make up 15.1 percent of the U.S. population and are America's largest minority group with a population of nearly 46 million. They represent rapidly increasing purchasing power -- $1.1 trillion with projections of $12.4 trillion by 2011 -- a 287 percent growth from 1990.
"Hispanic Americans are the buying group to reach out to when marketing home products as they have both population and purchasing power on their side," said Steven Kleber, president and founder of Kleber & Associates. "Although the Hispanic segment is smaller than the general population, the spending threshold is greater than ever before."
Numerous studies of past and current recessions further determined that immigrants are not as affected by recessionary trends as the general market population. They are also much more likely to own a home now than at any time in the past and are less affected by the recent downturn in homeownership.
"When it comes to marketing home products to Hispanics, you must have a keen understanding of their cultural differences, values and backgrounds," said Kleber. "Relationship marketing is critical to this effort in addition to targeting the Chief Purchasing Officers of the Home - Hispanic women - who have been found to make the majority of purchases for both their immediaite families and aging relatives."
K&A's Marketing to Hispanic Americans White Paper examines this group's influence in the home and commercial building products marketplace, their motivating factors, purchasing habits, and how to reach out to them when marketing home products.
Click here to download a free copy of K&A's Marketing to Hispanic Americans White Paper.
About Kleber & Associates
Kleber & Associates is an Atlanta-based marketing and communications firm that specializes in brand development for clients in the home and commercial building products marketplace. The agency is committed to providing its clients with everyday marketing value while maximizing their marketing return on investment. For more information visit http://www.kleberandassociates.com or call 770.518.1000.