During the two decades leading up to 2005, Americans' per capita beef consumption plunged nearly 15 percent, while annual chicken consumption jumped almost 68 percent. So when, the beef industry discovered that Hispanic shoppers are apt to buy in the neighborhood of 33 percent more beef than non-Hispanics, they hit upon a consumer segmentation principle that didn't seem to require much debate. Is Hispanics' love of beef an ethnic/cultural preference, or simply a social characteristic of the working class segment of their group?

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