Hispanics and Household Products - US - November 2012
“The likelihood of Hispanic consumers purchasing various types of household products and their attitudes toward these products are among the key issues discussed in this report. Hispanics seek dependability and trust when buying household products, and having past experience with an item is the leading factor in what leads them to make a purchase. Cost is also a key factor, but Hispanics are less likely to ‘trade down’ to a bargain product and instead choose from a few preferred brands. Marketers should therefore understand that Hispanics are more likely to associate value with product quality than with the ability to obtain household goods at the lowest available price.”
– Adam Jacobson, Multicultural Analyst
Some questions answered in this report include:
- What factors are of primary importance to Hispanic consumers when choosing household products?
- Can household products benefit from packaging that includes words and phrases in Spanish?
- Should marketers rethink the ways they target younger Hispanic adults?
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