A review of the American Hispanic market looks at the size and characteristics of the Hispanic population and its economic patterns. It begins by examining separate markets and cultural groups and the issue of whether the market is assimilating or internally homogeneous. General and ethnic-related demographics are then examined, including data on median income, median age, household size, education, and occupation. Cultural characteristics such as sex roles and significant holidays and festivities are outlined, and Hispanic consumer behavior is analyzed, including spending patterns, shopping habits, brand loyalty, and use of coupons. Observations are made about reaching the Hispanic community through marketing, making community involvement work for business, and the effectiveness of mass media in accessing the Hispanic population. (MSE)