3. Retailers challenges Latino oriented retailers and non tradionally latino oriented retailers need: Real understanding of its clients buying behavior RIGHT MERCHANDISE ASSORTMENT( a bigger number of sophisticated suppliers carrying a better culturally relevant products)

13. Understand the market forces and industry trends which can dramatically impact market success

15. The new mainstream 40 million latinos and counting Plus The want to be latino segment: Intermarriage kids and parents Fellow students of latinos I want to dance salsa kind of guy I like the hispanic tv soap operas I want to marry a latino men kind of lady I want to marry a latino lady kind of men I want to learn spanish All this population may have a great tendence to try and consume hispanic concept products Developing a latino concept product wont be for a minorit group only but for mainstrem america

19. Familismo The family unit is the crux of their Lives An extraordinary degree of interconnectedness between Individuals / 􀂾 Decision making is based on consensus Machismo 􀂾 The man’s role is to guide the family and support them 􀂾 He is responsible for providing for them/ Cultural Motivators & Influencers Marianismo The woman’s role is to care for and protect the family 􀂾 She is also tasked with ensuring the family unit stays whole and healthy Chicoismo The child’s role is to secure the family legacy 􀂾 Hispanic children are overindulged and major influencers on family Decisions / Children in newly emigrated families act as the conduit through which the family views the ‘American Way’ UNDERSTANDING THE FAMILY TRENDS VIDEO SAMPLE

21. Challenges retailers and manufacturers need to work together for success to develop products and support materials relevant for their consumers bilingual packaging, imagery that resonate to consumers.