The fourth cluster, Type IV (21%), was comprised of individuals who were more acculturated
but identified less with others of Mexican descent.
Operator concepts will increasingly cater to 53% of acculturated
Hispanics who say that the reputation of a restaurant is key to their dining decision.
In less acculturated
households, the female head of household is likely to be a stay-at-home mother with less interest in convenience foods, and who perceives these products as a bad reflection on her role as a wife and mother.
Upstarts and Upbringing - Made up of some of the younger Hispanic households, this is the most acculturated
of all groups.
Always important to the slave trade routes because of their easy access from the ocean as well as their proximity to rivers traveling inland, they also became the place where the least acculturated
How are the attitudes and behaviors of less acculturated
mothers similar to or distinct from those who are more acculturated
Interestingly, this is even more pronounced among less acculturated
Hispanics, who view high-end brands as status symbols.
People are still hush-hush with AIDS, even if they are acculturated
,'' she said.
I think people who are more acculturated
have less trouble,'' she says.
The finding suggests that marketers should strive to communicate bilingually with acculturated
Hispanics, so as to more closely match their offline lives.
For example, while acculturated
Hispanics share many behaviors with the general population (as would be expected), unacculturated Latinos put a much greater focus on family, and approach meal preparation, and cooking from scratch in particular, as a way to show affection to their families.
When compared to both Acculturated
Hispanic Boomers and General Market Boomers, Bicultural Hispanic Boomers are the most likely to be experiencing confusion around health-related issues and to turn to alternative health practitioners and advertisements as valued health-related information sources.
Another 24% are partially unacculturated, 14% are bicultural, 12% are partially acculturated
and 6% acculturated
Boomers are the most likely to be a caregiver for a family member, with 14% recently taking on this role.
2010) reported that compared with Anglo-American women, less acculturated
Latinas were unlikely to be aware of HPV and the HPV vaccine.