hispanics and sustainable transportation
DESCRIPTION
Presentation Feb 15, 2013 at Alliant International University, San Diego. DBATRANSCRIPT
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
Father of Strategic Management, Dr. Igor Ansoff
Taught me at USIU from 1986-1989
Creating an intersection
• How do you make that happen?
Hispanics
Sustainability
Energy is 20% of our economy
Solar Today Magazine Nov/Dec 2012
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
San Diego Hispanic Growth
car pool public trans.
37
67.6
41.2
70.6
Never use shared transportation %
non Hisp Hispanic
Case Study: Hispanic Marketing
Marketing Tactics
Banner Ads: Spanish
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
Marketing Research
Pinterest has followers, lookers
3 Minute segments on XEWT-12
Company Page Social Media
http://www.youtube.com/watch?v=t5nNzTetV5Q&feature=share&list=UUNjfK8hUeC3J7op9yEXSwmA
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.
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
REFERENCESDeen, L “Building the Cars of the Future” Hispanic Engineer & Information Technology; Jun/Jul 2003, Vol. 18 Issue 1, p10
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
Royne, M., Levy, M., Martinez, J. The Public Health Implications of Consumers' Environmental Concern and Their Willingness to Pay for an Eco-Friendly Product. Journal of Consumer Affairs; Summer 2011, Vol. 45 Issue 2, p329-343
Sangkapichai, M., Saphores, J “Why are Californians interested in Hybrid Cars?”Journal of Environmental Planning & Management; Jan 2009, Vol. 52 Issue 1, p79-96
Schuhwerk, M., Lefkoff-Hagius, R., Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product? Journal of Advertising; Summer 1995, Vol. 24 Issue 2, p45-54
Spissu, E., Pinjari, A, Pendyala, R, Bhat, C, A copula-based joint multinomial discrete–continuous model of vehicle type choice and miles of travel . Transportation; Jul 2009, Vol. 36 Issue 4, p403-422
Contact info
Dr. Mary Beth [email protected]. Ramon Corona [email protected]. Richard [email protected]