Dollar General Market Clarksville, TN

 Take an In-Depth Look at Behavior, Attitudes and Decision Making Patterns of Hispanic Shoppers

As MRC Continues Expansion of Syndicated Product Portfolio   

June 4th, 2012 New York, New York – Meyers Research Center (MRC), announces that it will field a syndicated research study looking at Hispanic Shoppers this year.  Results will be available in fall, 2012 and sponsors who get on board early have the opportunity to influence the research by adding a proprietary custom question at no extra cost.  

The primary focus of this program is to identify Hispanic shopping behaviors and to understand how they differ from the general market.  The study will be designed to obtain a better understanding of what factors drive store selection, store loyalty and switching for shoppers in general and across broad product category groupings.

In addition to the inaugural wave of the Hispanic Shopper Close-Up, MRC will also be fielding Wave IX of our successful Convenience Store Close-Up study in 2012.  “As we look at our portfolio of syndicated Close-Up studies we are not only capturing a snapshot of current behaviors, but also a trended and comparative analysis to gain true insights into the mind of today’s shopper,” explained Jeff Friedlaender, President of Meyers Research Center.  Syndicated studies provide a cost-effective research alternative, designed to collect large amounts of primary information on a shared cost basis

Based on the success of our recent syndicated study on Membership Warehouse Clubs, MRC will utilize a hybrid methodology to collect the data for the Hispanic Shopper Close-Up.  This will include an in-depth online survey in conjunction with qualitative shopper ethnographies.  The final sample will include more than 3,000 individual respondents with readable base sizes for acculturated, bi-cultural and unacculturated Hispanic shoppers as well as general market respondents.

 “Over the past few years, our clients have shown an increased interest in understanding the Hispanic shopper in order to leverage this group’s explosive growth and purchasing power,” Friedlaender says.  This syndicated study will provide the framework for retail and brand marketers to target the Hispanic shopper since the “one size fits all” mentality doesn’t work so well anymore.

The Hispanic Shopper Close-Up will cover the following broad topic areas … 

  • What formats and chains are Hispanics shopping for various categories
  • What is the profile of the Hispanic shopper by store format
  • What factors are driving store selection
  • What are the underlying dynamics of the store visit by channel:
    • What preparations are made prior to the visit
    • What are destination categories?  Which categories are impulse buys?
    • What are the key in-store influencers
    • Categories purchased/shopped
    • Total amount spent
    • What are the differences by Hispanic acculturation level
    • How do Hispanics differ from General Market shoppers on these measures

To receive more information or to discuss sponsorship options contact:

George Brown II

 Frances Glick

Jeff Friedlaender