Multicultural Consumers Attitude

The Center for Hispanic Marketing Communication at Florida State University announces the release of an attitudinal report in its Multicultural Marketing Equation series.
The results indicate that Hispanics who answered the online questionnaire in Spanish are more likely than anyone else to be Network Oriented, and interestingly, that Non Hispanic Whites are least likely to be Network Oriented. Hispanics who answered the questionnaire in English and Asians are most likely to be Gay Favorable, while Hispanics who answered in Spanish were most negative. Also Hispanics who answered in English and Asians are the most Sports Oriented, while Non-Hispanic Whites are least sports involved. A Brand Lifestyle is more prevalent among African Americans African Americans and least among Hispanics who Answered in Spanish. The most Socio Culturally Sensitive are Hispanics who answered in Spanish, while the least are Non-Hispanic Whites. Asians are the most Marriage Oriented while Hispanics who answered in Spanish and African Americans are the least.
These findings highlight the importance of considering attitudinal orientations when positioning products and services in these diverse cultural communities. The results make it evident that not all members of the different major cultures in the US can be reached with homogeneous messages and ideas.