2013 Hispanic Cross Channel Shopper Close-Up Study…….Syndicated Research Highlights

HISPANIC CROSS CHANNEL SHOPPER CLOSE-UP STUDY

Meyers Research Center’s New Syndicated Research Program

According to the U.S. Census Bureau, the Hispanic population represents 16% of total U.S. population and increased by 15.2 million between 2000 and 2010, accounting for over ½ of the 27.3 million increase in the total population of the United States.  Between 2000 and 2010, the Hispanic population grew by 43%, which was four times the growth in the total population at 10%.  By 2050, it is estimated that Hispanics will account for 29% of the population of the United States.

Retailers and marketers have been reacting to the opportunities presented by this growing target audience (implementing Hispanic shopper-marketing programs, expanding the availability of Hispanic brands/brands from shopper’s home country, establishing retail outlets to cater to the needs of this segment).  However, there remains a scarcity of information to help retailers and marketers understand the Hispanic shopper.

To this end, Meyers Research Center (MRC) launched the first wave of the Hispanic Shopper Close-Up Study at the end of last year.  This research provided valuable shopper insights into Hispanic consumers’ shopping behaviors, attitudes and decision-making patterns across 8 key retail outlets including Supermarkets, Hispanic Supermarkets, Mass Merchandisers, Warehouse Clubs, Drug Stores, Dollar Stores, Convenience Stores and Bodegas.

Highlights: General Shopping Behaviors

Where do they shop (shopped by half or more respondents)

• Acculturated/Bicultural:  Mass Merchandisers, Supermarket, Drug store
• Unacculturated:  Mass Merchandisers, Dollar Stores, Drug Stores, Hispanic Supermarkets
• Non-Hispanics:  Mass Merchandisers, Supermarkets, Drug Stores

Shopping Frequency (# Of Channels Shopped Once a Week or More Often)

• Acculturated Hispanics report fewer channels shopped vs. lesser acculturated Hispanics

Changes in Shopper Frequency Past 12 months

• Hispanics report net increases over the past year in frequency of shopping most channels including: supermarkets, Hispanic supermarkets, mass merchandisers, dollar stores, c-stores and bodegas.  However, a net decrease has been reported for warehouse clubs and there has been no change in frequency of shopping in drug stores.

Highlights: Characteristics of a Recent Visit 

Key Store Selection Criteria

• Hispanic shoppers choose a store primarily based on convenient location.  EDLP is more critical to acculturated Hispanics vs. other Hispanic segments.  No real differences identified for Hispanics vs. Non-Hispanics.

Planning the Store Visit

• Planning is a key characteristic of Hispanic shopping behavior, with higher levels taking place for warehouse club and supermarket visits.  Across all channels, c-store and bodega visits are somewhat more spur of the moment.
• Planning the store visit typically includes making a shopping list.  Other pre-store visit preparations include, clipping coupons and checking the store circular.

Most Common Trip Type

• Across all channels, most shopping trips are routine stock up (particularly warehouse clubs) or quick trips to pick up a few essentials (particularly dollar stores).

Differences in Total Ring

• Hispanic shoppers spend the most per visit in warehouse clubs ($145 on average), followed by mass merchandisers ($91 on average).  Transactions in c-stores, dollar stores and drug stores are smallest (roughly $25 to $30).
  • Unacculturated Hispanics typically spend the most each shopping trip but shop less frequently. Acculturated Hispanics spend the least each shopping trip but shop more frequently.

Means of Payment

• Debit/Credit cards are most often by more acculturated Hispanics.  Unacculturated Hispanics are likely to use cash.

Lowering Prices at Checkout

• Acculturated and Bi-Cultural Hispanics are highly engaged with store loyalty programs.
• Coupons are most used by Bi-Cultural Hispanics and less by Unacculturated Hispanics.

Highlights: Product Purchase Decisions 

Level of Store Brand and Hispanic Brand Purchasing

• Store brand purchasing is quite high across all channels and more common among acculturated Hispanics.

• Hispanics will switch to a store brand if the name brand is not available and there is no perceived difference in quality.  This mostly occurs for food, snacks, beverages and household items.

• Purchase of Hispanic brands and/or brands from the shopper’s home country occurs most with Bi-Cultural and Unacculturated Hispanics.

Level of Awareness for In-Store Promotions/Special Merchandising

• Hispanic shoppers are highly aware of in-store activities for products purchased.  Greater recall is noticed among Bi-Cultural and Unacculturated Hispanics.

Impulse Purchasing

• Hispanics show high impulse purchasing across all channels.  This is especially apparent among unacculturated Hispanic shoppers.
  • Price/promotion is a common trigger of impulse purchasing among Bi-Cultural and Unacculturated Hispanic shoppers.  Overall, price/promotion is revealed as a common trigger by most Hispanics compared to non-Hispanics.
  • Unacculturated Hispanic shoppers mention, just seeing a product in the store will trigger a specific need (for self, friend or family member) and ultimately the impulse to buy.

For More Information About This Study or To Purchase a General Comprehensive Report, Contact:

George E. Brown II

GBrown@meyersresearch.com

Jeff Friedlaender

JFriedlaender@meyersresearch.com

Frances Glick

FGlick@meyersresearch.com  

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HAPPY THANKSGIVING

May each of you and your family have a blessed Thanksgiving!

Best Regards.

Meyers Research Center

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Meyers Research Center Launches Ninth Wave of Convenience Store Close-Up Study

Convenience store (Photo credit: wilhelmja)

Delving  Into the Decision-Making Process of C-Store Shoppers Nationwide  

Research to Look at C-Store’s Most Popular Categories and More, Including a Detail Look at Hispanic Shoppers  

  May 7, 2012 New York, New York – Meyers Research Center, a leader in delivering shopper insights gathered at the point-of-sale for more than three decades, has announced that it will field the Ninth Wave of its popular syndicated Convenience Store Close-Up Study this summer.

 The study will look at the shopping patterns behind a multitude of C-Store categories including Beer, Beverages, Cigarettes, Foodservice and Snacks.

 In 1997, Meyers Research Center (MRC) launched the first wave of the Convenience Store Close-Up study.  This in-store shopper insights research program utilized MRC’s Purchase Observation Study™ methodology to successfully reveal consumer shopping behavior, attitudes and decision-making patterns in C-Stores.  Subsequent waves were completed every other year since 1998.

 “As we field the ninth wave of the Convenience Store Close-Up study in 2012, we will continue to trend the results to deliver not only a snapshot of how consumers are shopping the store today, but also valuable insights into how this behavior has evolved over the years and the implications to brands and retailers alike,” said Jeff Friedlaender, President, Meyers Research Center.

“Convenience Stores are seeing increased competition from other channels like Dollar and Drug greatly changing the retail landscape” he added.

The research objective of this study is to get into the minds of Convenience Store shoppers in order to identify and quantify behavior in this class-of-trade.  The results will provide the Convenience Store industry with a framework for thinking about the positioning of this channel, including how and why consumers shop these stores and insights into how to best target the Convenience Store consumer.

 The primary objectives of this in-store program are to develop an understanding of consumer attitudes and perceptions of Convenience Stores; the underlying dynamics of category and brand purchase decisions; when, how and where specific category and brand decisions are made; planned versus impulse purchases; products considered, purchased and rejected; the influence of in-store and external factors and the category decision sequence hierarchy utilized by consumers to make their purchase decisions.

The 2012 report will also include a new section that will take an in-depth look at the Hispanic C-Store shopper.  With traffic to these stores growing progressively more diverse this close-up look at this important shopper segment will provide sponsors with valuable new insights.

 Study Methodology

MRC’s professionally trained interviewers will be positioned at the exit of high-volume Convenience Store outlets or at the gas pump and will intercept consumers immediately after their shopping trip.  A random sample of over 2,000 shoppers will be asked to participate in a survey regarding their attitudes and decision-making patterns in Convenience Stores.  Those consumers who agree to participate will be interviewed and will receive a cash incentive to thank them for their time.  The exit and gas pump interview will address timely issues of their shopping experience that are best obtained at the point-of-purchase as this methodology eliminates issues of denial and recall and allows for a “real-world” integration of store environment with consumer behavior and attitudes.

Study Sample

Interviewing will take place in multiple markets across the four broad geographical census regions in order to achieve a thorough cross-section of shoppers.  Only traditional Convenience Stores and Petroleum Retailers will be utilized for the sample.

Shoppers will be interviewed about their attitudes, perceptions and behavior in Convenience Stores.  Data will be reviewed and analyzed for each of the key category segments including Beer, Bottled Water, Candy/Gum/Mints, Carbonated Soft Drinks, Cigarettes, Cookies/Crackers, Foodservice, New Age/Iced Tea/Isotonic Beverages, Refrigerated Juices/Juice Drinks and Salty Snacks.

The sample will also include Gas Pump Interviews and Observations to understand how the gas pump influences purchasing at C-Stores overall

 

Sponsorship Opportunities

Sponsors can obtain a tremendous amount of information at a fraction of the cost of undertaking this study independently.  And if you act fast, you can submit a custom question that will remain proprietary to you at no extra cost.

For more information on the study, contact …

George E. Brown II  gbrown@meyersresearch.com

Lois Seidl  lseidl@meyersresearch.com

Jeff Friedlaender  jfriedlaender@meyersresearch.com

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