Market segmentation is critical in order to better understand the consumer mind set of diverse target audiences. When trying to identify the wants and needs of markets such as the Hispanic market both Marketers and Social Marketers may want to consider that Latinos are a complex and fragmented market. Perhaps as fragmented as the general market is. Cubans, Mexicans, Puerto Ricans, Salvadorians and other Hispanics may all sound and look the same, but it is important to understand that the Latino identity is not limited to language, music or family values. At the heart of the culture is a set of adaptable, intricate, and interrelated values.

I would like to share some differences between Latinos and non-Latinos that help me broaden the concept when trying to understand the Hispanic market:

Interpersonal Orientation

Latinos	Non-Latinos
Collectivism	Individualism
Family Oriented	Equality
Power distance	Self-development
Respect	Self expression

Time and Space Perception

Latinos	Non-Latinos
Polychronism	Monochronism
Present time	Future oriented
Less rigid sense of privacy	Rigid sense of space and privacy
Tradition	Results oriented

Spirituality

Latinos	Non-Latinos
Catholism	Rational
Indigenous beliefs	Scientific orientation
Holistic
Relationship with nature
Intuition
Rituals and celebrations

Links: www.nhcc.hq.org