Hispanics Give Higher Product Ratings In Study

  • July 10, 2009
Hispanics, particularly those who have recently arrived in the U.S., give higher scores on product surveys than others, per a new study by Jeffry Savitz, president of Savitz Research Companies and professor of marketing research at the University of North Texas.

The study found that Hispanics rate products higher than what they may actually feel. In the study, Hispanics and non-Hispanics were asked to assign a numeric value to five rating labels using a scale of 0-100.

The rating labels, "excellent," "very good," "good," "neither good nor poor" and "poor" are common in survey research. Hispanics consistently gave higher marks than their non-Hispanic counterparts to each label except "poor." The average difference was 5.9 making it statistically significant.

In the study, Hispanics rated Tylenol 85.7, versus others at 80.6. Hispanics rated Fanta 80.0 versus others at 57.6.--Karl Greenberg

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