"Building your brand equity among domestic Hispanics has an added benefit that people had not really thought about in the past," said Dick Thomas, senior VP with Strategy Research Corp., Miami. "Overall, brand equity is a hot issue, and that's why we asked those questions."
Among other findings, the study found that three cities are home to 39% of all U.S. Hispanics, representing a highly concentrated target audience for marketers hoping to reach the fast-growing minority population.
The Los Angeles area of dominant influence will include more than 6 million Hispanics by Jan. 1, making it by far the largest single market of Hispanics in the U.S.
New York will be second with 3.3 million, and Miami third with 1.4 million, according to the study.
The company combined primary research from surveys with 3,000 U.S. Hispanics and secondary information from such sources as the U.S. Census.
In a change from years past, the research company included comparative data from the African-American population, Mr. Thomas said.
Historically, the company had used the general population for comparisons between Hispanics and non-Hispanics.
Other findings from the survey, all of which will be included in Strategy's 1995 Hispanic Market Study, will be released during three, daylong seminars, scheduled for Oct. 3 in Miami, Oct. 5 in New York and Oct. 12 in Los Angeles.