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Hispanic Store Preference Influences [CHART]


The fast-growing Hispanic consumer market is far from homogenous in its buying habits, according to [pdf] a study released in June 2012 by SymphonyIRI. For example, examining reasons for preferring to shop at the store where they do most of their shopping, the study finds that unacculturated Hispanics are far less influenced by good sales than their Americanized counterparts (8% vs. 52%). By contrast, they want products from their countries of origin (27%) more than do acculturated Hispanics (6%). And where 22% of unacculturated Hispanics look for bilingual signage, just 1% of the acculturated segment does. Read the rest at MarketingCharts.