Acculturation levels affect Hispanic attitudes toward shopping, according to Redbean Society and New American Dimensions. Less acculturated shoppers prefer to make shopping decisions in the store (70%) and tend to buy items they were familiar with in their country of origin (60%). More acculturated shoppers are comfortable shopping online (79%) and buying on impulse (86%).
Country of origin can be a predictor of acculturation. Caribbean Hispanics (43%) are more likely than Hispanics from Mexico (31%) and from South and Central American (20%) to be highly acculturated. As a result, Caribbean Hispanics are most inclined to comparison shop (77%), budget prior to shopping (73%), and prepare a shopping list (90%).
Source: “Latina Shopper Study, 2010,” Redbean Society, Jackie Bird, 44 W. 28th St., 8th Fl., New York, NY 10001; 646-794-4132; jackie@redbeansociety.com; www.redbeansociety.com. Price: Call for information.
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