Latina Shopper Profile

The Latina Shopper Profile Unlocks The Power Of The US Latina Consumer

The Latina Shopper Study established the basis for a segmentation profile of Latina women based on their shopping behavior. We surveyed 1200 female shoppers of Hispanic origin across three (3) levels of acculturation. Through cross-analysis of quantitative data, we validated four distinct female shopper profiles which allow us to view these women in a new light and help marketers develop more relevant shopper marketing strategies and programs.

latina-shopper-digitalistas

DIGITALISTASSM

DIGITALLY SAVVY LATINA SHOPPERS

They want access to everything! They plan shopping trips & research products online. They’re very educated about products and frequently compare prices online balancing their real & virtual, Hispanic & American lives. They’re goal & career oriented and focus on education as their path to success.

DEMOGRAPHIC/ACCULTURATION PROFILE
•Fairly young (mean age=34, somewhat below overall mean of 35.2)
•Gen 3/ highly acculturated*
•Relatively high number from Caribbean (Puerto Rico, Dominican Mean income=$51.9K (slightly above overall mean of $49.1)

*61% chose Spanish to respond to questionnaire
Source: Latina Shopper Study 2010 Redbean Society and New American Dimensions

latina-shopper-exploradora

EXPLORADORASSM

CURTURALLY ENTRENCHED LATINA SHOPPERS

They love the adventure of shopping but grocery shopping is, well…boring and a necessary evil. They prefer to see, touch and feel what they buy and DON’T usually shop online. They prefer in-language packaging and “Spanish” store. They like to experiment with new products and visit a variety of stores.

DEMOGRAPHIC/ACCULTURATION PROFILE
•High number of homemakers
•Gen 1/least acculturated* of 4 segments
•Mean age = 36.9 (slightly above overall mean of 35.2)
•Mean income = $43.3K (below overall mean of $49.1)

*61% chose Spanish to respond to questionnaire
Source: Latina Shopper Study 2010 Redbean Society and New American Dimensions

latina-shopper-pragmáticas

PRAGMÁTICASSM

LATINA VALUE-SEEKERS, IDENTIFIED

Proactive & determined they act on their need to be frugal & price conscious. Their spending & relationship to brands is framed within the conservatism of the times. They like to prepare, plan and strategize their shopping trips. They wait out for good deals and if it’s not on sale, they just won’t buy it! YES, they search for and use coupons & discount store cards. Aspire to overcome financially limited realities through hard work, savings & frugality.

DEMOGRAPHIC/ACCULTURATION PROFILE
•Gen 1/ less acculturated*
•Mean age=36.9 (slightly above overall mean of 35.2
•Mean income=$44.6K (below overall mean of $49.1)

*61% chose Spanish to respond to questionnaire
Source: Latina Shopper Study 2010 Redbean Society and New American Dimensions

latina-shopper-fresitas

FRE$ITASSM

YOUNG, AFFLUENT AND HEAVY SHOPPERS

NOT value shoppers who often buy on impulse. They believe that national brands are superior to private label and prefer one-stop shopping. They’re Influenced by product displays and demos but not by circulars or coupons. They index high on use of American supermarkets and navigate every aisle.

DEMOGRAPHIC/ACCULTURATION PROFILE
•Most acculturated*, Youngest of 4 segments (mean age=32.7; below overall mean of 35.2)
•Highest income (mean =$57.8K; well above overall mean of $49.1)
•Not value shoppers/price not primary motivator

*61% chose Spanish to respond to questionnaire
Source: Latina Shopper Study 2010 Redbean Society and New American Dimensions

 

For more information on the topic of Latina Shoppers, please contact Jackie Bird at Redbean Society.
Phone: (646) 651-4997 Email: jackie@redbeansociety.com
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