The dissertation examines how consumers of Mexican American and El
Salvadoran American backgrounds are influenced when it comes to
both advertising and promotion in their purchase decision's. The
study highlights both the differences and similarities between two
distinct Hispanic market segments. The study discusses how the
English and Spanish language influences each segment in their
purchase decisions for both advertising and sales promotion. The
Mexican American and El Salvadoran American segments' preference
for retail purchase locations are examined. Additionally, both
segments were analyzed for their preference for brand in relation
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