Marketing financial services to Hispanic American consumers: a portfolio-centric analysis

Purpose – To provide financial service marketers with information useful in targeting and marketing financial services to Hispanic American consumers.Design/methodology/approach – It profiles the changing demographics of the Hispanic American financial services market and, utilizing data from the Survey of Consumer Finances, tests three hypotheses to compare financial service consumption patterns of Hispanics with those of non‐Hispanic whites.Findings – The paper shows that the Hispanic American segment has grown in size and importance over the last decade, but that Hispanics differ markedly from their non‐Hispanic White counterparts in terms of financial product preferences and investment asset portfolio composition. Further, Hispanic Americans trail their non‐Hispanic White counterparts in terms of breadth and depth of financial holdings, particularly in the area of more risky but historically higher return asset categories.Research limitations/implications – This study examines the results of financial...