Buenos Dias appealing to 80% of Hispanics
Based on shoppers' buying behavior and acculturation identified in FMI Study.
A new research study of 1,650 Hispanic shoppers, co-sponsored by ADVO, FMI and New American Dimensions was introduced at the recent FMI Conference. The study focused on the shopping habits, advertising preferences, and media consumption of English- and Spanish-speaking ispanics in the top ten markets across the U.S.
The Study divided Hispanic shoppers into four segments based on a combination of demographic, attitudinal, and shopping behavior factors. Here are some key takeaways for each of the segments. "Loyalists"
are those most brand loyal and represent 20% of the shoppers. Typically, these are the least acculturated shoppers (79% Spanish-dominant) who are looking for familiar brands and are much less willing to try new ones, even when they're on sale. These shoppers prepare a list and stick to it, and are loyal to their store, ultimately making them less price sensitive. This group comprises people who have been in the United States for the shortest period of time, and only 9 percent were born in the United States. They typically shop in panaderias and bodegas.
"Budgeters"
represent 25% and are slightly acculaterated. They typically operate under strict budgets and are very responsive to specials. Six in ten Budgeters "strongly agree" that they shop at several stores to get all their grocery needs met. In-store advertising and media heavily influence this group. More than half agree that they will try a new brand if it is on sale or priced lower than their usual brand.
"Impulsives"
are the largest segment, representing 30% of Hispanic shoppers. They typically have been in the U.S. long but still have a strong Hispanic identity. They enjoy good shopping and use food to pass along their Hispanic heritage to their children. They are highly bilingual and slightly older. They grequent the supermarket most often--5.1 visits per month--and are likely to stock up on items on sale, as well as veer off their list to try new items.
"Inquirers"
make up 25% of Hispanic consumers. These are the most acculturated group, having the highest percent of Hispanics born in the United States--32 percent. These shoppers take a "more educated approach" to shopping. They look carefully at the ads and deals, and are less concerned about traditional Hispanic products.
Budgeters, Impulsives, and Inquirers are natural targets for Buenos Dias.
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