Understanding the Hispanic shopper

8602394889?profile=originalOver the next four weeks, American shoppers will spend billions on holiday gifts, and advertisers will spend nearly as much trying to convince them to buy their products. It’s important then for media buyers and planners to understand who they’re targeting and choose their media mix accordingly.

New research from Geometry Global, an agency focused on shopper marketing, shows how important it is to target different demographic groups in different ways. The most important thing media people should understand is when a minority group, such as Hispanics, behaves the same as the mainstream versus when cultural considerations become the driving force in a purchase. The study finds that Hispanic shoppers consider shopping a social experience.

They are more likely to try different brands than other demographics, but they dislike feeling uncertain about their purchases or their shopping choices. At the same time, they consider themselves as much American as they do Latino, and so advertising should reflect that dual identity. READ MORE AT MEDIALIFE

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