reports
Cheers To Culture Report 2019
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Non-Hispanic Whites and Asians tend to associate premium more with Expert Craftsmanship. -
Hispanics and Asians tend to associate premium more with Attractive Packaging.
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Hispanics tend to associate premium with Exclusive Offerings.
Report Abstract
The U.S. has experienced a meteoric boom of multicultural consumers—yet marketers of premium and luxury goods have expressed little interest in culturally-driven marketing. Why? There’s a belief out there that as income rises, cultural attachments influence multicultural consumers’ shopping behavior less and less. Is that true? We decided to find out.
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