what hispanics look for in a retailer

“What Hispanics Look For In A Retailer”

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A Retailer Must Know The Market

• I have asked the following question in Hispanic focus groups hundreds of times, “What do you look for in a product when you are going to buy it?

• Invariably, someone will say: “Pues las Tres B, “Bueno, Bonito y Barato” (translated as ‘good’, ‘pretty’ and “cheap’).

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“In order to reach us, a company or store (retailer) must take the time to understand us.” (LA)

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• Before a retailer enters the Hispanic arena, he needs to understand the Hispanic mindset.– Hispanic Cultural Values– Hispanic Buying Habits & Practices

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Hispanics Are Unique

• Different Attitudes, Feelings, Perceptions– Majority are Mexicans

• Generally more socially conscious• Lean toward Democratic traditional ideals

– Many are Puerto Ricans• Island mentality

– Are we Americans or Hispanics?

– Few are Cubans• Strong sense of Freedom

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Cultural Attitudes and General Consumer Insights of Hispanics

• Loretta Marketing Group has been studying the US Hispanic consumer market for over 20 years.

• The following cultural attitudes and insights are a compilation of various ethnographic encounters and focus group studies done among Hispanics of Mexican, Cuban, Puerto Rican and Central American ethnicities across the major US Hispanic markets.

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General Core Hispanic Values

Self-BeliefRisk-Taking IndependenceFamily FirstHard Work Ethic Formed by SacrificeDeep Pride in HeritageAmbition

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Self-Belief“We have suffered a lot and keep trudging along. We never give up. We just have the will to go on.” (PR)

Risk-Taking“I entered illegally, got caught 3 times at the border but kept coming back. I have worked hard and am proud that I made something of myself. It has been hard but worthwhile.” (MEX)

Examples of Core Hispanic Values

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Independence“Money in itself is not everything. It is the means to happiness and independence.” (MEX)“Personal progress for me is to be a master of my time.” (CUB)“Personal progress means for me to be independent. I have my own business and I can do what I want to do.” (MEX)

Family First“I want to do for my daughters what my father did for me: work hard and be an honest person in all I do.” (MEX)“I want to be a good father for my children. “ (MEX)

Independence“Money in itself is not everything. It is the means to happiness and independence.” (MEX)“Personal progress for me is to be a master of my time.” (CUB)“Personal progress means for me to be independent. I have my own business and I can do what I want to do.” (MEX)

Family First“I want to do for my daughters what my father did for me: work hard and be an honest person in all I do.” (MEX)“I want to be a good father for my children. “ (MEX)

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Hard Work Ethic Formed by Sacrifice

“I started out as a dishwasher, have cut lawns and now I have my own business.” (MEX)

“We need to recognize that many of us (Latinos) had it hard in life. It doesn’t make a difference what we are, Dominicans, Puerto Ricans, Argentines, whatever. The important thing is that we are all Latinos who are striving to make it. Those who make it are good examples to all of us.” (PR)

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Deep Pride in Heritage

“We are all Hispanics no matter how long we have lived here.” (PR)

“The music and food that we have keeps us Hispanic.” (MEX)

Ambition

“I dream of becoming a millionaire.” (CUB,PR))

“I want to be able to own my own business” (CUB,MEX,PR))

“I want to finish my novel.” (PR)

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Classic US Hispanic Core Value

“My parents are examples of personal progress. They came here illegally and had to work 2 or 3 jobs a day doing menial jobs. They always put our family first and got us educated. I want to do the same and own my own business. It is all about hard work.” (MEX)

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•Hispanics are proud of their culture and heritage and desire to maintain them while living and working in the United States.

•The following cultural values aid them to maintain their heritage.

•Education•Culture Maintained in Food•Fun-Loving Communities•Traditional•Grateful to US but Conflicted•Family Entrenchment

EMERGING CULTURAL VALUES

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Education

“The basic thing to do in this country is to learn English.” (PR)

“In this country you have to get a college degree to get ahead. It is a must.” (PR,CUB)

Culture Maintained in Food

“My culture is embodied in the foods that my mother makes, like ‘arroz con pollo’ (chicken with rice) and plantains. The kitchen in my mother’s house is important, especially on Sundays.” (CUB)

Fun-Loving Communities

“You always will find music and food in a Hispanic household.” (MEX)

“We are warmer than Americans. We like to dance and have fun.” (PR)


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Traditional

“We have more moral principles (than general market does). In Mexico if you take a girl out you need to ask her father, Here everybody ‘screws’ around. There is no respect for family values.” (MEX)

“The family doesn’t rule here-the government does. You can’t spank your kids here. If you do, they will take them from you.” (MEX)

“I don’t even know my neighbors here. Over there, we are more traditional, everybody knows everyone else’s business. If you are in need, you don’t have to worry. We are always family to each other.” (PR)

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Grateful to US but Conflicted

“I am worried that this rush-rush, stressed life here is impacting on my family.” (CUB)

“I am grateful to America for the opportunity it has given me. However, I worry for my kids with all the new fads, like body-piercings, tattoos, etc.” (MEX)

“In San Juan, we have fresh foods, not processed. Everything is simpler and healthier. Here you eat processed foods for convenience.” (PR)

“I am worried we that we are becoming too assimilated.” (PR)

“We (the family) don’t educate them (our children) here. The television and babysitter do. We don’t know our neighbors here. In Mexico, we all knew everybody and took care of each other in times of stress.” (MEX)

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Family Entrenchment

“Some of the children are losing their heritage, and we are worried. We have to teach them at home what our parents taught us -respect. We must practice our culture.” (PR)

“The family is basic with the Latin community. We get all of our values and morals from it. Latinos value the extended family more (than the general market does).” (CUB)

“Family is everything. My parents are my initial teachers of life. We can preserve our culture by teaching the young.” (MEX)

“Now more than ever it is important that the wisdom and experience that my grandfather gave me is passed on down to my kids.” (MEX)

Cultural Values

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Mexican

Puerto Rican

Cuban

•Strong Family Bonds

•Fun-Loving Communities

Common Ground

•Deep Pride in Heritage

•Sense of Freedom

•Culture passed down in Music and Food

•Mariachi, Baladas, Norteñas

•Salsa

•Passionate about Life

•Merengue, Bachata

•Formed from Social Unrest

•Formed from Economic Unrest

•Soccer

•Corn (Tortilla, Tamales)•Rice& Black Beans

•Deep Faith

•Rice & Red Beans

•Baseball

•Grateful to US for opportunities to advance in life

•Vicente Fernandez

•Roberto Clemente

•Conservative thinking, Big Business•Liberal in thinking,

Pro Union

•Gloria Estefan

•Respect for Elders•Respect for Elders

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US Hispanic Grocery Store Habits & Practices

Retailers Must Study the Market

Retailers that study and listen to the feelings and attitudes of the Hispanic market will benefit by increasing their market share and strengthening the brands they represent.

Comments that we have heard are as follows:• “I trust companies that speak my language-Spanish!”• “It is good that they advertise to us, because, it shows they

care.”• “Even if it costs more, I will buy from them because I have

‘confianza’ in them.”

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Overall Shopping Habits and Practices in a US Hispanic Household

• “This country is about microwaves and convenience. We eat a lot of unhealthy fast foods here.”

• “I feel guilty I am not providing the types of food for my children that I had when I was growing up, natural and fresh.”

• “The typical foods in Mexico are fresher. We would buy fresh meat and milk over there. Nothing was ever processed there.”

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• Hispanic mothers enjoy grocery shopping. It is not seen as a chore. They cherish the fact that they are providing food for their kids as well as teaching them about nutrition.

• “It is very important for me to teach my daughter how to shop. This is a tradition. My grandmother taught my mother and my mother taught me. It is the same thing in the kitchen with cooking.”

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• The weekly shopping trip is a celebration that is enjoyed by the whole family.

• “My kids look forward to Saturdays because we go shopping. They know they are going to get what they want.”

• “My husband goes most of the time, but the kids always go. They help me in choosing the products. I do not understand some English words on some brands so my daughter translates for me.”

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• Time spent in the grocery store was similar in Los Angeles, New York, Miami and San Antonio, about two hours.

• Average amount of money spent on grocery shopping among Hispanic market was approximately $150 a week. This is about $25 more a week than the general market.

• Grocery store expense is the second most important next to the mortgage.

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• Sampling is key when trying to sell to the Hispanic shopper.

• “You can determine right away if you like it. Since I cannot read what the contents are sometimes, trying the product is an excellent way to try to see if I like it or not.”

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• In general, Hispanics like name brands over store or generic brands as they equate branded ones to be of higher quality.

• “I will usually not buy a brand I do not recognize. I do not care how cheap it is. I buy brands I have heard of or used in Mexico because I know they are good.”

• “We do not have a lot of money, so we have to spend wisely. When it comes to food and drink we buy what we know, even it is more expensive.”

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Overall Eating Habits and Practices in a US Hispanic Household

• Hispanics hardly ever substitute brands. Because of their lack of the English language, they tend to buy brands that they are aware of and have tried. This inherent brand loyalty is especially beneficial for Mexican brands because the Hispanic mothers claim to have known them since childhood.

• “Yo compro lo que conozco. Me da confianza.”(I buy what I know because I trust it.)

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Overall Eating Habits and Practices in a US Hispanic Household

• Newly-arrived Hispanics tend to buy brands they know from their country of origin and/or brands that are labeled in Spanish as their English proficiency is very low.

• “Cuando llegue de Mexico, compre productos mexicanos ya que los conocía y les tengo confianza.” (When I arrived from Mexico, I bought Mexican products I knew as I trusted them.)

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GRACIAS

Telephone: 305-232-5002 Email: [email protected]

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what hispanics look for in a retailer

Business

mex family

family values

pr emerging cultural

us hispanic consumer

hispanic household

hispanic arena

hispanic mindset

following cultural values