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SUSTAINABLE BEHAVIORS OF CALIFORNIA HISPANICS REGARDING TRANSPORTATION Dr. Mary Beth McCabe Dr. Ramon Corona Dr. Richard Weaver National University DBA Colloquium Series Presented Feb 15, 2013 Zable Hall, Alliant University

Hispanics and Sustainable Transportation

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Presentation Feb 15, 2013 at Alliant International University, San Diego. DBA

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Page 1: Hispanics and Sustainable Transportation

SUSTAINABLE BEHAVIORS OF CALIFORNIA HISPANICS REGARDING TRANSPORTATION

Dr. Mary Beth McCabeDr. Ramon CoronaDr. Richard WeaverNational University

DBA Colloquium SeriesPresented Feb 15, 2013

Zable Hall, Alliant University

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Father of Strategic Management, Dr. Igor Ansoff

Taught me at USIU from 1986-1989

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Creating an intersection

• How do you make that happen?

Hispanics

Sustainability

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Energy is 20% of our economy

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Solar Today Magazine Nov/Dec 2012

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CA. Hispanics $100k+ want/need information

solar energy hybrid cars water recycling

20

14.3

37.1

26.5

41

31.3

47

17.9

% High Income who "Always" Pay Attention to Information non-Hisp Hispanic

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San Diego Hispanic Growth

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car pool public trans.

37

67.6

41.2

70.6

Never use shared transportation %

non Hisp Hispanic

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Case Study: Hispanic Marketing

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Marketing Tactics

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Banner Ads: Spanish

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Reach Hispanics with transportation messagesCalifornia Hispanics prefer to watch TV and listen to radio more than non Hispanics. Their second choice overall is web.

flyers web ads/sites tv radio mag/news facebook twitter0

10

20

30

40

50

60

70

80

High Incomes Media Preferences

non-Hisp Hispanic

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Marketing Research

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Pinterest has followers, lookers

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3 Minute segments on XEWT-12

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Company Page Social Media

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http://www.youtube.com/watch?v=t5nNzTetV5Q&feature=share&list=UUNjfK8hUeC3J7op9yEXSwmA

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5 Key Findings (exploratory)

• Hispanics will pay attention to hybrid auto information. They are hungry for content, as very little has been communicated effectively. (NOTE: Nothing in Mexico like the Discovery Channel exists, even today.)

• More Hispanics drive gasoline hogs (trucks/low mpg) and more drive fuel efficient cars (i.e., smaller and less expensive).

• Green transportation: High income Hispanics may buy a hybrid car more than non-Hispanics at same incomes.

• Fewer Hispanics share the ride. “Sometimes and never use” public transportation or car pools is higher than non-Hispanics.

• Media habits are different: TV then websites for high income. Websites then TV for high education. High income Hispanics may see hybrid cars on TV and make their choice from this exposure without using the web as often. In addition, highly educated Hispanics may seek more detailed information that one can find online, before shopping for their hybrid car.

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Summary:

• What can you take-away?– Hispanics and transportation topic full of potential– Sustainability and Hispanics intersect well– Hispanic Marketing growing still, changes ahead– Culture and customs are critical to messaging

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Feng, Q., Wang, Z, Gu, D, Zeng, Y, “Household vehicle consumption forecasts in the United States, 2000 to 2025.” International Journal of Market Research; 2011, Vol. 53 Issue 5, p593-618, 26p Gaquin, D., Ryan, M. Almanac of American Education, 2007 Bernan Press. Jacome, D. “In U.S., High Gas Prices May Make Many Get Fuel-Efficient Cars.” Gallup Poll Briefing; 5/23/2011, p1

Kahn, M, Morris, E., Walking the Walk: The Association Between Community Environmentalism and Green Travel Behavior." Journal of the American Planning Association; Autumn 2009, Vol. 75 Issue 4, p389-405

Katz, B., Puentes, R., “Taking the High Road: A Metropolitan Agenda for Transportation Reform.” In James A. Johnson metro series. Brookings Institution Press. 2005

Korzenny, F., Korzenny, B., Hispanic Marketing: A Cultural Perspective, 2005Elsivier/Butterworth/Heinemann

McCabe, M., Corona, R, Weaver, R. Sustainability for Hispanics in California: Do They Really Care? Global Conference on Business & Finance Proceedings; Jun 2012, Vol. 7 Issue 2, p543-554

McCabe, M, Corona, R. Marketing to Hispanics: Eco-Friendly Behavior Patterns, International Business & Economics Research Journal, Oct 2011 Vol 10. No. 10.

Meneses, W., Effectively Reach U.S. Hispanic Consumers: 50 Million Plus and Growing, Meneses Research, 2011, San Diego, CA

Newcomb, Technavio, July 26, 2012 “New Study Predicts Rise in Hybrid Sales” accessed July 26, 2012 http://editorial.autos.msn.com/blogs/autosblogpost.aspx?post=9bb76cee-64aa-4b73-9518-28ae302ef748

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