Commentary
Country of Origin Impacts Hispanic Retail Store Selection
- by April 11, 2005
A new study conducted by NOP World among Hispanic Americans shows that Wal-Mart was far and away their favorite retail store with 36% of the respondents. The Hispanic Omnitel Retail Study revealed that JCPenney, Sears and Target tied for second place at a distant 4%.
Hispanic Americans cited the same priorities that other Americans have when choosing retailers—convenience, low prices, and a wide range of merchandise. A second-tier of priorities that is unique to the Hispanic market is cited by about half of Hispanics as being "very important," including store employees speaking Spanish, products relevant to Hispanic consumers and Spanish language signage.
Factors considered very important in choosing a shopping destination: | |
Low prices | 77% |
Convenient location | 72% |
Wide range of merchandise | 71% |
Employees who speak Spanish | 54% |
Products relevant to Hispanic consumers | 52% |
Wide range of payment options | 47% |
Spanish signage | 47% |
Product packaging and labels in Spanish | 43% |
Owner is a member of the local community | 34% |
Source: Hispanic Omnitel Retail Study, February 2005 | |
Based on priorities of Hispanic shoppers it is no surprise that national discount chains such as Wal-Mart and Target are frequented even more often than local stores that specialize in serving Latino and Hispanic customers.
Types of stores Latino and Hispanic customers shop in often: | |
National discount chain stores | 61% |
Local stores specializing in serving Hispanics and Latinos | 37% |
National home improvement stores | 37% |
National mid-priced department stores | 31% |
Specialty clothing stores | 19% |
Electronics, entertainment or appliance stores | 17% |
National upscale department stores | 10% |
Sporting good stores | 8% |
Hispanic Omnitel Retail Study, February 2005 | |
Foreign-born respondents were significantly more attracted to the tailored offerings of local stores specializing in serving Hispanic customers with 42% saying they often shop in these stores vs. 26% of U.S.-born Hispanics.
Shopping priorities differ based on the factors they select as very important in deciding where to shop: | ||
| U.S.-born | Foreign-born |
Low prices | 70% | 83% |
Convenient location | 67% | 75% |
Wide range of merchandise | 68% | 73% |
Employees who speak Spanish | 33% | 69% |
Products relevant to Hispanic consumers | 35% | 64% |
Wide range of payment options | 35% | 55% |
Spanish signage | 22% | 65% |
Product packaging and labels in Spanish | 20% | 58% |
Owner is a member of the local community | 28% | 40% |
Hispanic Omnitel Retail Study, February 2005 | ||
Brad Fay, Managing Director, NOP World, says "One has to be careful to recognize that the Hispanic American market is not a single market, but rather consists of a diverse set of consumers based on differences in language and country of origin, among other factors.”
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