New Study Of Hispanic Retail Shopping Habits Reveals Price And Familiarity Drive Sales

“Hispanics are projected to account for nearly half of all U.S. population growth, with spending power of more than a trillion dollars a year by 2010. The ADVO study, titled El Mercado Minorista (The Retail Market), suggests that retailers who seek to reach this important group calibrate their marketing and advertising strategies to better match cultural and demographic attitudes and behaviors.

The study focused on six retail categories: discount superstores, and discount department, home improvement, drug, warehouse club and furniture stores. Respondents were asked about shopping patterns, preferences, spending levels and the degree to which bilingual advertising and service influenced purchases. Results were evaluated for Hispanics and non-Hispanics, and among Hispanics according to level of acculturation, adaptation to dominant U.S. cultural patterns while maintaining values and perspectives of the native culture….”

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