In San Antonio, where people of Mexican descent are the majority, there are many more activities that are geared to their culture and lifestyle. However, there are also large disparities in what is considered Mexican and what is not. Some people do follow stereotypes, and others are completely different from what a person not familiar with Mexican culture would consider "typical" for people of that ethnicity. Overall, Mexican people are hardworking and desirous of seeking a better life for themselves and their families. This is evidenced by the large numbers of them who come to the United States, both legally and illegally, in search of better conditions and the opportunity to make a living (Fisher, 1996). They do have cultural and lifestyle beliefs that are somewhat different from what is commonly seen for those who do not share their culture, and because of that marketers have to spend time learning about them and understanding their patterns of consumption.
As a generalization, family is very important to Mexican people (Fisher, 1996). Often, they will buy a large home and have a number of family members all living there. This can be done to save money, but also to care for elderly relatives and/or those who may be unemployed due to downturns in the economy. Because they take care of one another, they do not always spend a lot of money on frivolous things. They want to spend their money on things that will matter to them and to their family, and on things that will help them get ahead. Of course, they also like to have fun. Parties involving great food and a good drink alongside it are popular among many people of Mexican descent, because they get to spend time with those they care about and relax for a little while. Since their culture is much tighter-knit when it comes to family and friends than some other cultures, marketers who are interested in bringing in this demographic must show that they understand and respect that.
There are several possible ways for marketers to target and communicate with this particular segment of the population in the San Antonio area. First of all, being located in the city in a convenient location is...
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