Results of the qualitative portion of the 2010 Latina Shopper Study recently revealed substantial differences among the four shopper profile segments identified in the study: Exploradoras (27%), Pragmáticas (23%), Digitalistas (31%) and Fre$itas (20%). While Exploradoras “love to shop for a bargain” and Fre$itas “buy whatever I want, now”, Digitalistas are highly active in comparative internet shopping. Pragmáticas, on the other hand, are averse to the shopping experience, plan their purchases ahead and ultimately, shop for value, not fun.
In the next four reports, we will do a deep dive into each of these groups of women who are the major decision-makers into the $1.3 Trillion buying power for U.S. Hispanic households.
Let’s start with “Las Exploradoras”, 27% of Latinas who love the adventure of shopping, like to experiment with new products and visit a variety of stores. These women prefer to see, touch and feel what they are going to buy and don’t usually buy online. To them, shopping for clothes for themselves is fun but grocery shopping is a boring and necessary evil. Interestingly, these Latinas prefer to pay cash over credit. Latinas want to avoid debt at all costs, as they see that debt is a barrier to their achievement of the American Dream. Therefore, while they will pay cash whenever possible, they see cash in their purse as a huge temptation so they rely more on debit cards to exert some level of budget control.
Exploradoras are perhaps the closest profile segment to what we know as the more conservative, recent arrival, less acculturated Latina. These are those that prefer in-language packaging, Spanish stores and have deep roots in their Latino community. Acculturation generates varying degrees of tension, so Exploradoras are the most concerned about their community and that their children might lose their identity and culture.
The 2010 Latina Shopper Study was conducted among a nationally representative sample of 1,200 women between the ages of 18-54, via a combination of phone and intercept interviews. Twelve moderated qualitative sessions were conducted, four each in Houston, Los Angeles and New York. Major U.S. companies sponsored this first-of-its-kind study. Sponsors included Pepsico, Sara Lee, and VISA.
is the only marketing communications company that’s specialized in targeting Latina women. Grounded on consumer insights and creative innovation, they believe that the new cross-cultural reality in the US is changing consumer behavior and influencing brand choice. Their approach uncovers the context of such cultural currents and transforms these insights into brand building ideas that inspire and empower Latina women to make the right brand choices. Redbean Society, LLC was established in New York in 2009 and provides integrated communications solutions for its clients. It represents clients such as Sara Lee Corp., Chocolate Cortés, Tavern Direct and Tajín International Corp.
Contact: Jackie Bird, CEO
T: 646-794-4132
jackie@redbeansociety.com
is the nation’s leading multicultural marketing consulting and research firm based in Los Angeles, CA. Its aim is to be nothing less than a rich resource of actionable marketing intelligence for its clients – helping them shape effective strategies that lead to greater success by capturing the rapidly expanding markets of U.S. ethnic consumers and emerging youth markets. NAD employs innovative research and analytical methods to capture how consumers think, feel, and make decisions about purchasing, brands, communications, and marketing and uses this to direct marketing and business strategies for its clients.
Contact: David Morse, CEO
T: (310) 670-7889
dmorse@newamericandimensions.com
