RETAILERS FIND HISPANIC MARKETING KEEPS GETTING TRICKIER

NEW YORK -- Terry J. Soto has lived most of her 41 years in the United States. She attended college and business school here, and of course, speaks fluent English. Yet when she cooks, she turns out dishes from her native Ecuador.Soto, a marketing consultant whose recent clients include Coca-Cola, Kraft Foods and Hy-Vee supermarkets, is a living example of the complexities of marketing to Hispanic

NEW YORK -- Terry J. Soto has lived most of her 41 years in the United States. She attended college and business school here, and of course, speaks fluent English. Yet when she cooks, she turns out dishes from her native Ecuador.

Soto, a marketing consultant whose recent clients include Coca-Cola, Kraft Foods and Hy-Vee supermarkets, is a living example of the complexities of marketing to Hispanic grocery shoppers.

"There is a belief that when Hispanics acculturate, [supermark

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