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Hispanic Retail Store
Country of Origin Impacts Hispanic Retail Store Selection
A new study conducted by NOP World among Hispanic Americans shows that Wal-Mart was far and away their favorite retail store with 36% of the respondents. The Hispanic Omnitel Retail Study revealed that JCPenney, Sears and Target tied for second place at a distant 4%.
Hispanic Americans cited the same priorities that other Americans have when choosing retailers—convenience, low prices, and a wide range of merchandise. A second-tier of priorities that is unique to the Hispanic market is cited by about half of Hispanics as being "very important," including store employees speaking Spanish, products relevant to Hispanic consumers and Spanish language signage.
Factors considered very important in choosing a shopping destination:
Low prices
77%
Convenient location
72%
Wide range of merchandise
71%
Employees who speak Spanish
54%
Products relevant to Hispanic consumers
52%
Wide range of payment options
47%
Spanish signage
47%
Product packaging and labels in Spanish
43%
Owner is a member of the local community
34%
Source: Hispanic Omnitel Retail Study, February 2005
Based on priorities of Hispanic shoppers it is no surprise that national discount chains such as Wal-Mart and Target are frequented even more often than local stores that specialize in serving Latino and Hispanic customers.
Types of stores Latino and Hispanic customers shop in often:
National discount chain stores
61%
Local stores specializing in serving Hispanics and Latinos
37%
National home improvement stores
37%
National mid-priced department stores
31%
Specialty clothing stores
19%
Electronics, entertainment or appliance stores
17%
National upscale department stores
10%
Sporting good stores
8%
Hispanic Omnitel Retail Study, February 2005
Foreign-born respondents were significantly more attracted to the tailored offerings of local stores specializing in serving Hispanic customers with 42% saying they often shop in these stores vs. 26% of U.S.-born Hispanics.
Shopping priorities differ based on the factors they select as very important in deciding where to shop:
U.S.-born
Foreign-born
Low prices
70%
83%
Convenient location
67%
75%
Wide range of merchandise
68%
73%
Employees who speak Spanish
33%
69%
Products relevant to Hispanic consumers
35%
64%
Wide range of payment options
35%
55%
Spanish signage
22%
65%
Product packaging and labels in Spanish
20%
58%
Owner is a member of the local community
28%
40%
Hispanic Omnitel Retail Study, February 2005
Brad Fay, Managing Director, NOP World, says "One has to be careful to recognize that the Hispanic American market is not a single market, but rather consists of a diverse set of consumers based on differences in language and country of origin, among other factors.”
Hispanic Market April 11, 2005 07:16 AM | 1-855-ABOGADA | Abogadas de Inmigracion
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