Assess the situational aspects affecting consumer behavior in this cultural context. Include analysis of the time, place, impulse shopping, and antecedent conditions.

As mentioned before, this holiday represents a Mexican holiday that is celebrated in some parts of Mexico; it is a much bigger holiday in the United States than in Mexico especially in the western and southwestern states. Businesses prepare for this day and use all their marketing techniques to reach as far as possible and correlate the American and the Mexican culture together. Almost any type of business can increase sales or get benefits from this holiday; most businesses adopt the Mexican pride and show empathy by decorating and having Mexican themed stores that stimulates potential buyers to be even more flexible when swiping the credit cards. Mailing is one of the main resources marketers and small businesses often use, they spend time living their customers lives by compiling data which then helps them identify their needs, problems, desires and motivations to finally create a great offer.

Events held every May 5th are called fiestas (parties in Spanish), world-record-breaking attempts and other fun-filled activities can increase sales and enhance branding efforts and generate publicity for the company, specially, if your business is related to alcohol distribution or bar environment since the holiday concept is nothing but celebrate like in other part of the world which is drinking.

Although the beer businesses get the most monetary benefits, this holiday has drilled American society becoming a popular shopping day, now almost every retail store and restaurants prepare months before to coach customers and guide them where to go spend their money that day; playing on the number 5 has become a common way to get attention, special offers like “buy 4 get the 5th free,” to 5% discounts, to a $5 specialty product available with purchase.

Throughout time, effective promotions and sales have shown a great impact on customers although according to studies not everyone is thrilled about the celebration of 5 de mayo due to a misinterpretation of such holiday. Many people, including people of Latin descent, feel the advertising has been taken to a whole another level. Rather than demonstrating an extremely important milestone in Mexico’s history, brands take the party route and depict the Hispanic culture incorrectly, in a way, decreasing people’s motivation to support the cause.

Marketers are supposed to tie in the history and culture of Cinco de Mayo while still catering to their audience. For example, Dos Equis has attempted to do something of this nature for Cinco de Mayo in 2012. Their ‘The Lost Art of Cinco’ campaign involves their well-known spokesman, ‘The Most Interesting Man in the World,’ who masters the lost arts and customs of this holiday. This advantageous approach educates your audience, adds value, and still gets your message across to your target audience.