5/17/2013
More than half of U.S. Hispanics (55%) say they love shopping with companions, compared to 38% of general market shoppers who feel this way, according to The Integer Group and M/A/R/C Research. Family members are often involved in Hispanic shopping trips, including extended family. More than a third of Hispanic families (34%) brought grandparents, aunts or uncles, or family friends along on back-to-school shopping trips in fall 2012, compared with 24% of general market families who did so.
Recommendations from friends and family have an especially strong influence on the purchasing decisions of less-acculturated Hispanics; 40% say their friends and family influence what goes on their shopping lists, compared with 29% of general market consumers. More than a quarter of less-acculturated Hispanics (27%) and 25% of overall Hispanics say having an enjoyable experience is the most important aspect of shopping, compared with 18% of general market consumers.
Hispanics are more likely than general market consumers to consider shopping enjoyable and to prefer to take their time while shopping (67% vs. 57%). Both Hispanic and general market consumers prefer to shop at stores that are festive and colorful (53% and 52%, respectively).
Hispanics are more brand-oriented than general market consumers and view high quality as an important part of the value equation. More than a quarter of Hispanic shoppers (27%) say their families expect them to buy name brands, and 30% say the regular price of their preferred brand is fine.
Though they place a higher priority on quality than general market shoppers, Hispanics are also very interested in getting good deals. More than two-thirds (67%) check out the clearance rack first when entering a store. Their preferred types of discounts are buy-one-get-one-free and traditional price reductions.
Hispanics are just as likely as general market shoppers to compare name-brand and store-brand prices, though they’re more likely than general market shoppers to stick with name brands.
Hispanics are more likely than general market consumers to use mobile devices for a variety of shopping behaviors, including locating retail stores, comparing prices, reading reviews, and making purchases.
Hispanic women and men utilize shopping tools differently. Hispanic women are more likely than Hispanic men to use store or manufacturer coupons (72% vs. 54%) and online coupons (47% vs. 27%). Hispanic men are 37% more likely than Hispanic women to scan QR codes, and they’re also willing to drive farther to get a good deal. Hispanic women are more receptive than Hispanic men are to receiving SMS/text message alerts from retailers or brands (34% of women and 23% of men are willing to receive them).
SOURCE: “The Checkout: Inside the In-Store Experience, The Hispanic Edition,” Issue 1, 2013, The Integer Group and M/A/R/C Research. The Integer Group, Craig Elston, SVP Insight & Strategy, 7245 W. Alaska Dr., Lakewood, CO 80226; 303-393-3000; celston@integer.com; www.integer.com. M/A/R/C Research, Randy Wahl, EVP Advanced Analytics, 1660 N. Westridge Cir., Irving, TX 75038; 972-983-0400; randy.wahl@MARCresearch.com; www.marcresearch.com. Price: Available online at no charge at: www.shopperculture.com.
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