The last time Diane Lerma's family needed a new vehicle, she walked into the dealership without her husband, picked out the car she wanted and bought it on her own credit.
“I had my heart set on a Nissan Altima, so one Saturday I picked up my mother and ... I walked into the dealership and bought it. I had been saving anyway — I think I put half down and everything just worked out,” said Lerma, a reading instructor at Palo Alto College and the mother of two children.
Lerma is just one of the 86 percent of Latinas who are making major household financial decisions, according to a study released by Nielsen earlier this month. Marketers have taken note and are aggressively targeting this new powerhouse — the Latina. READ MORE
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