Carefully read & study the article “La Opportunidad Latinx: Cultural Currency and the Consumer Journey.”
Answer each of these questions by describing specific information from the report.
You will need to write a minimum of 100 words to answer each question.
Question 1 (10 points)
Read Section 1 (pages 6 to 18), “Influences and Influencers along the Latinx Consumer Journey.”
- You might want to describe what the report says about some of these issues that most interest you.
- How Latinx consumers differ from the mainstream American (non-Hispanic) population in terms of
- The age of the Latinx population.
- How Latinx consumers use technology.
- Communidad – the Physical and Virtual social network.
- Tecnologia Para Predispocion—Young & old Latinx consumers love their devices.
- Conectando—A variety of apps connect with Latino consumers.
- Mirando– Latinx consumers are avid video enthusiasts.
- Compartiendo—Latinx consumers love to share during their favorite shows.
- Cultura Y Entretenimiento—Music & video are cultural connectors.
- You don’t have to describe each of the sections. Choose the ones you find most interesting.
- You need to write a minimum of 100 words for this section. There is a 5-point penalty for not writing 100 words.
Question 2 (10 points)
- Read Section 2 (pages 21 to 30), “The Surging Demographic & Economic Imperative.”
- You might want to describe what the report says about some of these issues that most interest you.
- Estara Includio—The U.S. Census Bureau—Nielsen 2020 Partnership.
- Poblacion Acelrada—Accelerating projections for population growth.
- Pueblos Y Ciudades—Geographic concentrations of Latinx population (pay special attention to what is happening in Texas).
- Familia Y Hogar—A snapshot of the Latinx household.
- Conexion Cultural—Desire for a Cultural Connection through Language.
- Poder Politico—Awakening Political Clout.
- La Cartera Latina—Surging Latinx buying power.
- You don’t have to describe each of the sections. Choose the ones you find most interesting.
- You need to write a minimum of 100 words for this section. There is a 5-point penalty for not writing 100 words.
Question 3 (10 points)
- Read Section 3 (pages 32 to 37), “Latinx Power at the Point of Purchase.”
- You might want to describe what the report says about some of these issues that most interest you.
- Latinx Attitudes at the Point of Purchase.
- Bodgas Y Panaderias—Local sourcing & food safety are paramount.
- Hispanic vs. Non-Hispanic concerns about food safety.
- Comida Y Familia—Purchasing for the household is an extended-family affair.
- Latinx Household Profiles.
- You need to write a minimum of 100 words for this section. There is a 5-point penalty for not writing 100 words.
Question 4 (10 points).
- Read pages 38 to 49 of the report.
- You might want to describe what the report says about some of these issues that most interest you.
- Ofertas del Momento—In-store influencers at the point of purchase.
- Evolucionado Sabores—Grocery growth categories & evolving Latinx behaviors.
- Tiendas Tradicionales en Manera Moderna—Brick-and-mortar growth categories & the physical shopping experience.
- Preferencias de Compra—Retail shopping channel preferences.
- La Onda of Online Shopping—Categories gaining ground fastest.
- Media Mezcla and Cultural Predisposition—Optimizing the media mix delivers more than effliciences.
- More Efficient Planning for Agencies & Advertisers.
- You need to write a minimum of 100 words for this section. There is a 5-point penalty for not writing 100 words.
Question 5—
- Discuss in your own words what you learned from reading the report.
- I would prefer that you discuss what you learned about the consumer behavior of Latinx consumers by reading the report.
- I would prefer that you discuss how the information you read provided you with new insights about Latinx consumer behavior.
- I really want you to discuss how the information in the report contrasts with the consumer behavior of Hispanics that you know (maybe yourself or people you know). If you are not Hispanic, you might want to write about how the information presented here compares with your consumer behavior.
- You need to write a minimum of 100 words for this section. There is a 5-point penalty for not writing 100 words.
The Grading Rubric
- Homework 1 is worth 50 points.
- Each section is worth 10 points.
- To earn the 10 points for each section, you must write a minimum of 100 words in which you describe specific information you learned from reading the report.
- Question 5 is a Discussion. To earn the 10 points for the Discussion, you must write a minimum of 100 words in which you describe in your own words what you learned from reading the report. It would be ideal if you would discuss the extent to which the information you read in the report matches your life experiences (or not).
- The deadline to submit Homework 1 is February 7 by 1159 PM.
- Submit Homework 1 on Blackboard.
- Homework Assignments submitted after the deadline will have suffer an automatic 20-point deduction.
How to Format Homework Assignments.
-
- Name your file, your last name, CB, and the Homework number.
- Example, Jensen, CB, Homework 1.
- In the top left of each Homework Assignment, please write your full name, CB, and the Homework number.
- Example, Ricard Jensen, Consumer Behavior, Homework 1.
- Double space your homework.
- Use a 12-point font.
- Use 1-inch margins.
- Do not repeat the text of my questions in your Homework. Instead, format them like this.
- Example, Q1—I learned…..
- Do not add extra spacing to make your Homework seem longer.
- Make sure you capitalize the proper names of companies, events, and people.
- Example, If you are referring to Amazon, do not write amazon, etc.
- Make sure you run a spell check and proofread your work before you send it in.
- If any Homework Assignment is submitted that does not meet the requirements, it will be returned to you for correction. You will earn zero points until you correct it.
- Name your file, your last name, CB, and the Homework number.
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