“Latina women are the decision makers and influencers of over 80% of all purchases made in U.S. Hispanic households,” according to Jackie Bird, CEO, Redbean Society, LLC, previewing her presentation, “Latina Shoppers Unveiled! The Segmentation of Shopping Behavior Among Latinas” for the 7th annual M2W(R) – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.
“Latina women are a very powerful group as they control the $1.4 Trillion buying power of Hispanic households,” Bird explained. She’ll draw on the findings of the first ever Latina Shopper Study conducted in the US in collaboration between the Redbean Society and New American Dimensions and with the support and sponsorship of top marketers including Pepsico, Sara Lee and VISA.
“The study and my session will help marketers see Latinas in a new light and learn how to strategize and increase their share of Latina purchases. They’ll learn and understand the dynamics of shopping behavior among four distinct Latina shopper archetypes: Exploradoras, Digitalistas, Pragmáticas and Fre$itas. The bottom line is to help marketers improve their targeting criteria and influence more purchases across Hispanic households.”
“M2W(R) is annually attended by Fortune 1000 senior brand marketing executives who target women. Registration has included companies as diverse as Harley-Davidson, Bayer, Aetna, ESPN, Kraft Foods, Ford, GM, Johnson & Johnson, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, Burton, Ampersand AD, L’Oreal, Kodak, ConAgra and Whirlpool. They attend,” according to Nan McCann, M2W(R) producer, “because they recognize the importance of reaching women – who control 85 % of all consumer purchasing in virtually every product category.” READ MORE
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