Hispanics and Sustainable Transportation

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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

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

Transcript of Hispanics and Sustainable Transportation

  • 1. SUSTAINABLE BEHAVIORS OFCALIFORNIA HISPANICS REGARDING TRANSPORTATION Dr. Mary Beth McCabe Dr. Ramon CoronaDr. Richard WeaverNational University DBA Colloquium Series Presented Feb 15, 2013 Zable Hall, Alliant University

2. Father of Strategic Management,Dr. Igor AnsoffTaught me at USIU from 1986-1989 3. Creating an intersection How do you make that happen?Hispanics Sustainability 4. Energy is 20% of our economy 5. Solar Today Magazine Nov/Dec 2012 6. CA. Hispanics $100k+ want/needinformation % High Income who "Always" Pay Attention to Informationnon-Hisp Hispanic4741 37.1 31.3 26.52017.914.3 solar energy hybrid cars water recycling 7. San Diego Hispanic Growth 8. Never use shared transportation % non Hisp Hispanic70.6 67.64137 car pool public trans. 9. Case Study: Hispanic Marketing 10. Marketing Tactics 11. Banner Ads: Spanish 12. High Incomes Media Preferences8070605040302010 0 flyers web tvradiomag/news facebook twitterads/sites non-HispHispanicReach Hispanics with transportation messagesCalifornia Hispanics prefer to watch TV and listen to radio more than nonHispanics. Their second choice overall is web. 13. Marketing Research 14. Pinterest has followers, lookers 15. 3 Minute segments on XEWT-12 16. Company Page Social Media 17. http://www.youtube.com/watch?v=t5nNzTetV5Q&feature=share&list=UUNjfK8hUeC3J7op9yEXSwmA 18. 5 Key Findings (exploratory) Hispanics will pay attention to hybrid auto information. They are hungry for content, as very little hasbeen communicated effectively. (NOTE: Nothing in Mexico like the Discovery Channel exists, eventoday.) More Hispanics drive gasoline hogs (trucks/low mpg) and more drive fuel efficient cars (i.e., smaller andless expensive). Green transportation: High income Hispanics may buy a hybrid car more than non-Hispanics at sameincomes. Fewer Hispanics share the ride. Sometimes and never use public transportation or car pools is higherthan 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 withoutusing the web as often. In addition, highly educated Hispanics may seek more detailed information thatone can find online, before shopping for their hybrid car. 19. 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 20. REFERENCESDeen, L Building the Cars of the Future Hispanic Engineer & Information Technology; Jun/Jul 2003, Vol. 18 Issue 1, p10Feng, 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, 26pGaquin, 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, p1Kahn, 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, p389-405Katz, B., Puentes, R., Taking the High Road: A Metropolitan Agenda for Transportation Reform. In James A. Johnson metro series. Brookings Institution Press. 2005Korzenny, F., Korzenny, B., Hispanic Marketing: A Cultural Perspective, 2005Elsivier/Butterworth/HeinemannMcCabe, M., Corona, R, Weaver, R. Sustainability for Hispanics in California: Do TheyReally Care? Global Conference on Business & Finance Proceedings; Jun 2012, Vol. 7 Issue 2, p543-554McCabe, 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, CANewcomb, 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-4b73-9518-28ae302ef748Royne, 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, p329-343Sangkapichai, M., Saphores, J Why are Californians interested in Hybrid Cars?Journal of Environmental Planning & Management; Jan 2009, Vol. 52 Issue 1, p79-96Schuhwerk, 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, p45-54Spissu, E., Pinjari, A, Pendyala, R, Bhat, C, A copula-based joint multinomial discretecontinuous model of vehicle type choice and miles of travel. Transportation; Jul 2009, Vol. 36 Issue 4, p403- 422 21. Contact infoDr. Mary Beth [email protected] Ramon [email protected] Richard [email protected]