Hispanic Shopper Close Up Study Prospectus
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Hispanic Shopper Close-Up 2012 Take an In-Depth Look at Behaviors, Attitudes and Decision Making Patterns of Hispanic Shoppers Syndicated Research Hispanic Shopper Close-Up 2012 Meyers Research Center 1440 Broadway 23 Floor New York, NY 10018 Meyers Research Center Meyers Research Center is a leading retail sales and survey research organization with special expertise in conducting research in retail environments and understanding shopper behaviors and attitudes in-store. For more than three decades, MRC has conducted primary research across all classes-of-trade in the U.S. and Canada for major packaged goods manufactures, retailers, advertising and sales promotion agencies and consulting firms. For More Information Contact: George Brown II [email protected] Frances Glick [email protected] Jeff Friedlaender [email protected] Meyers Research Center 1440 Broadway 23 Floor New York, NY 10018 212.391.0166 www.meyersresearch.com www.meyersresearch.wordpress.com Hispanic Shopper Close-Up 2012 CENTER RESEARCH EY ERS M CENTER RESEARCH EY ERS M
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Hispanic Shopper Syndicated Research
Transcript of Hispanic Shopper Close Up Study Prospectus
HispanicShopper
Close-Up 2012
Take an In-Depth Look at Behaviors,Attitudes and Decision MakingPatterns of Hispanic Shoppers
Syndicated Research
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Meyers Research Center
Meyers Research Center is a leading retail sales and survey research organization with special expertise in conducting research in retail environments and understanding shopper behaviors and attitudes in-store.
For more than three decades, MRC has conducted primary research across all classes-of-trade in the U.S. and Canada for major packaged goods manufactures, retailers, advertising and sales promotion agencies and consulting firms.
For More Information Contact:
George Brown [email protected]
Frances [email protected]
Jeff [email protected]
Meyers Research Center1440 Broadway 23 FloorNew York, NY 10018212.391.0166
www.meyersresearch.comwww.meyersresearch.wordpress.com
Hispanic ShopperClose-Up 2012
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BACKGROUND
Meyers Research Center (MRC) will launch the first wave of the Hispanic Shopper Close-Up Study in 2012. The Hispanic Shopper Close-Up Study will provide valuable shopper insights into Hispanic consumers’ shopping behaviors, attitudes and decision-making patterns across retail outlets (e.g. Supermarkets, Dollar Stores, Drug Stores, Mass Merchandisers, Convenience Stores, Clubs and Bodegas/Small Neighborhood Grocers).
Similar to MRC’s other syndicated Close-Up Studies (Convenience Store Close-Up, Dollar Store Close-Up, Membership Warehouse Club Close-Up and Drug Store Close-Up), the insights developed from this research will provide a powerful tool for shopper insights/category managers, channel and sales strategists and advertising/merchandising planners to effectively target this growing segment.
STUDY OBJECTIVE
The primary focus of this program is to develop a better understanding of Hispanic shopping behaviors and how these may differ both by level of acculturation, as well as from behaviors exhibited by the General Market.
Specifically, this study will provide insights about factors that drive store selection, store loyalty and switching, in general and across broad product category groupings such as Food, Beverages,Snacks, Household Products and HBC.
This Program will address the following:
• What formats and chain 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? ° Total amount spent
STUDY SAMPLE
A random sample of 2,000 adult Hispanics and approximately 1,000 adult Non-Hispanics (General Market) will be interviewed online about their habits/behaviors/opinions across an assortment of retail channels.
The online data collection will be preceded with ethnographic interviews to provide directional insights.
SPONSORSHIP OPPORTUNITIES
You can obtain a tremendous amount of information at a fraction of the cost of undertaking this study independently.
And if you act quickly, you may submit a custom question that will remain proprietary to you at no extra cost!
COST
Sponsorships, which will include comprehensive data tabulations, detailed analysis and a final written report, are available for $21,000.
• What are the differences by Hispanic acculturation level • How do Hispanics differ from General Market shoppers on these measures RESEARCH DATA COLLECTION
MRC will use a hybrid methodology to collect information about the Hispanic consumer shopping experience. This will include an online in-depth survey and ethnographicinterviews.
Ethnographic interviews will establish the influences shaping Hispanic shoppers’ attitudes and behaviors along the path-to-purchase. This methodology will include observations and interviews with consumers both at home (pre-purchase) and in the store (during purchase).
Online, a sample of 2,000 Hispanic shoppers will be probed in-depth about recent store visits.
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