by Abelardo de la Pena Jr.
WHAT’S HAPPENING
- According to three new studies, U.S. Latino shoppers are different from the general market in three ways: They shift behaviors seasonally; they more highly value brands’ social responsibility; and they’re shopping less because of anti-immigrant laws.
- A shopper experience study by the Integer Group and M/A/R/C Research reveals that Latinos show a seasonal shift in shopping behavior. Although saving money and convenience are usually their top shopping goals, during the months of June, September and November, Latino shoppers seek approval from their kids and family members rather than simply purchasing the cheapest item (PRNewswire.com 9.13.10).
- Data from Yankelovich shows the importance of a company’s presence in the community through cause-related marketing programs. One-third of U.S. Latino consumers almost always choose brands because they come from companies that support causes they believe in, compared to just one in five non-Hispanic whites (MarketWire.com 9.14.10).
- A study conducted by LatinoMetrics reveals that 1 in 5 Latinos across the U.S. say that they would decrease social lifestyle activities, including shopping, if laws similar to Arizona’s undocumented immigrant-focused S.B. 1070 were passed in their home states (HispanicMarketWeekly.com 9.6.10). In Arizona, 51% of survey respondents have already decreased shopping with their entire family.
WHAT THIS MEANS TO BUSINESS
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RESOURCES
