Please Pay Heed to Latino Consumers
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Six of the top 10 surnames for Southern California home buyers (“Name That Buyer,” May 30) are Latino. The total number of buyers with Latino surnames--12,240--account for more than half of the total number in your “Top Ten” list.
Yet, the clout of Hispanics as consumers continues to be ignored or treated very lightly by many companies, including those in the marketing field.
And it is not uncommon that, when an ad or some other material is specifically aimed at a Spanish-speaking audience, so little care is given to it that misspelled words and incorrect usage are commonplace.
It is time that the contributions that Latinos and other immigrant groups make to our economy be fully recognized and given respect.
GLADYS MARTINEZ
Santa Monica
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