Study: Hispanic Shoppers Shift Focus

 DENVER  -- The shopper experience study currently underway by The Integer Group and M/A/R/C Research revealed in their recent newsletter, The Checkout, that Hispanic shoppers show a shift in shopping behaviors by season, in comparison to general market shoppers.

During the months of June, September and November, Hispanic shoppers' primary shopping goals show a significant change in rank with their priority being more on "concern for family satisfaction" and "one-stop shopping" and less on "saving money." These months also coincide with significant shopping events: summer, back-to-school, and holiday shopping. This data suggests that while general shoppers may hunt for the best back-to-school deals, summer savings or holiday sales, Hispanic shoppers seek approval from their kids and family members over purchasing the cheapest item.

With the exception of the three major stocking-up events mentioned, saving money and convenience are usually the top shopping goals for Hispanic shoppers. They are traditionally more value-driven and less likely to use in-store tools than the general market. When it comes to shopping aids, Hispanics appear less responsive to in-store messaging than non-Hispanics with neither messaging at-shelf, nor in-store TV being cited as tools that help make a purchasing decision.  

"Although many retailers and brands develop communication aimed at both the general and Hispanic markets, our research indicates that it's not necessarily reaching the Hispanic shopper," said Martin Ferro, Senior Planner for Velocidad, an integrated Hispanic promotional, retail and shopper marketing capability of The Integer Group. "Brands must be deep-rooted in the more meaningful insights that distinguish Hispanic communication from general market communication, especially during key shopping events."

Hispanic shoppers are also more likely than the general public to switch brands. A contributing factor is the acceptance by family members of private-label brands in the household. Significantly more Hispanic shoppers perceive less difference in product quality of private and brand name products than general market shoppers. Surprisingly this is even more pronounced at higher income levels ($75,000+).

Although there is an increase in private label purchases, many Hispanic shoppers that haven't been as affected by the economy as others are sticking with familiar brands despite having to occasionally buy them less often.

"Of those Hispanic shoppers who reported no change in their shopping behavior this year, 67 percent said they stick with their brand of choice, even if another brand is cheaper," said Randy Wahl, Executive Vice President, M/A/R/C Research.

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed.

About The Integer Group

The Integer Group is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of TBWA Worldwide. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees, with global offices in the U.S., Europe,Asia, Africa, South America, and the Middle East. 

About Omnicom

Omnicom Group Inc.  is a leading global marketing and corporate communications company.  Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

About M/A/R/C Research

M/A/R/C Research is a brand development firm dedicated to helping clients create, evaluate, and strengthen their brands. Our teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client's actions. We help our clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue focused solutions, support clients' brand building efforts.