ThinkNow Research - Hispanic Brand Loyalty

Measuring Brand Loyalty among U.S.Hispanics

TNR Hispanic Omnibus Study

Source: ThinkNow Research Hispanic Omnibus Study – March 2014

Outline

Methodology

Key Findings

Detailed Findings

Appendix

2

Methodology


Methodology

Method Online omnibus survey hosted by ThinkNow Research

Sample Size Hispanics: n=1,003Non-Hispanics: n=500

Screening Criteria • Hispanics: self identify as Hispanic origin• Non-Hispanics: self identify as Non-Hispanic origin• 18-64 years of age

Quotas/ Weighting

Quotas:• Age bracket• Gender balance• Region• Primary language spoken at home (Hispanics only)Some light weighting applied to balance samples to U.S. Census data with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing March, 2014

Survey margin of error

At the 95% confidence interval: Hispanic sample (n=1,003) +/- 3.2%Non-Hispanic sample (n=504) +/- 4.5%

4

Key Findings


Key Findings, 1

In general, Hispanics expressed the same level of brand loyalty as Non-Hispanics.• Across all household product categories tested – toothpaste, laundry detergent, toilet tissue and dish

soap -- roughly one-third of Hispanics and Non-Hispanics said they ‘always’ buy the same brand while the majority said they ‘mostly’ or ‘always’ buy the same products (Top 2 Box response).

• Expressed loyalty was less for the three food/beverage products tested – orange juice, pasta sauce, and bottled water – but again, loyalty was largely the same between Hispanics and Non-Hispanics.

But if the brand is not on the shelf, Hispanics are more likely to go out of their way to find it. This was especially true of the Least Acculturated segment of Hispanics.• Across the four household product categories (toothpaste, laundry detergent, toilet tissue and dish

soap), Hispanics were more likely to go to a different store or to come back on a different day.• Across the food/beverage products, the difference between Hispanics and Non-Hispanics reached

statistical significance. • Overall, the Least Acculturated segment expressed the most loyalty when their favorite brand is not

available.

6

Detailed Findings


Categories Tested

Laundry Detergent

Toothpaste

Toilet Tissue

Dish Soap

Pasta Sauce

Orange Juice

Bottled Water

I always/mostly buy the same brand

56% 58%

30% 32%

Hispanics Non-Hispanics

I always buy the same brand

Brand Switching Average Across Categories

n = 1003 n = 503

8

Hispanics and Non-Hispanics

expressed the same level of brand

loyalty across common household

and food categories.

9


Toothpaste Toilet Tissue LaundryDetergent Dish Soap Pasta Sauce Orange juice Bottled

Water

10 indicates significantly larger

than (95% confidence)

63% 63% 61%65%

62%66%

57%

63%

52% 50% 51% 53%

46% 45%

37% 34% 34% 33% 36% 39%31% 32%

26% 23% 23% 22% 23%18%

H NH H NH H NH H NH H NH H NH H NH

I always/ mostly buy the same brand


Brand Switching Per Category

|------------------------- Household Products ------------------------| |----------------- Food/Beverage -----------------|

H = Hispanic (n=1003)NH = Non-Hispanic (n=503)

Brand loyalty appears to be stronger

for common household products

versus food products.

11


38%

33%

21%14%

Hispanics Non-Hispanics

Average Across Categories

I will go to another store to buy it

Same categories as previous

question

Categories Tested

Laundry Detergent

Toothpaste

Toilet Tissue

Dish Soap

Pasta Sauce

Orange Juice

Bottled Water

I will go to another store/ will come back another day to buy

it

What you would do if the brand you usually buy was not available where you normally shop?

n = 1003 n = 503

12

If their usual brand is not available

where they normally shop, however,

Hispanics were more likely to go to a

different store to find it or to come

back a different day.

13


43%

38%40%

37%

44%42%

37%34% 35%

26%

36%

28%

35%

24%

23%16%

23%

16%

24%19% 19%

15%18%

12%18%

11%

20%

11%

H NH H NH H NH H NH H NH H NH H NH

Toothpaste Toilet Tissue LaundryDetergent Dish Soap Pasta Sauce Orange juice Bottled

Water


I always/ mostly buy the same brand

|------------------------- Household Products ------------------------| |----------------- Food/Beverage ------------------|


Per Category

H = Hispanic (n=1003)NH = Non-Hispanic (n=503)

Again, Hispanic and Non-Hispanics

expressed more loyalty towards

household products vs.

food/beverage.

15



47%

38%

34%

29%

21%16%

LessAcculturated

Bicultural MoreAcculturated

I will go to another store to buy it

I will go to another store/ will come back another day to buy it

By Hispanic Acculturation Level

13%

63%

25%

Sizes of Acculturation Segments

Less AcculturatedBiculturalMore Acculturated

Average Across Categories

Same categories as previous

question

16

If their favorite brand is not available,

the Least Acculturated segment of

Hispanics expressed the greatest level

of loyalty. The Most Acculturated

were the least loyal.

17


18

Appendix: Sample Profile

18


Sample Profile

MetricHispanicsn=1,003

Non-Hispanics

n=507 MetricHispanicsn=1,003

Non-Hispanics

n=507

Male 51% 49% Born in the U.S. 77% 91%

Female 49% 51% Moved here 23% 9%

Average years living in U.S. 30 39

Age:

18 to 24 20% 15% Household Income:

25 to 34 27% 20% Less than $30,000 27% 33%

35 to 44 24% 20% $30,000 to less than $50,000 23% 24%

45 to 54 18% 23% $50,000 to less than $70,000 19% 23%

55 to 64 11% 21% 70,000 to less than $100,000 18% 13%

Mean age 37 41 $100,000 or more 10% 14%

Median income ($000) $49 $51

Census Region:

Northeast 15% 19% Own/Rent

Midwest 9% 24% Own home 62% 59%

South 36% 37% Rent home 37% 39%

West 40% 20%

19


Sample Profile

MetricHispanicsn=1,003

Non-Hispanics

n=507 MetricHispanicsn=1,003

Non-Hispanics

n=507

Marital Status: Educational Attainment:Married 51% 53% None <1% <1%Single 30% 28% Grade school 1% <1%Living with partner 9% 8% Some high school 5% 2%Separated/divorced 7% 8% High school graduate 21% 21%Widowed 1% 3% Some College, but no degree 22% 27%Prefer not to answer <1% <1% Trade or technical school 4% 7%

Graduated from 2-year College 12% 10%Average household size 3.16 2.90 Graduated from 4-5 year College 27% 23%

Post Graduate Degree 7% 10%

Presence of ChildrenNo children <18 present 45% 57% Employment Status:Any children <18 present 55% 43% Employed or self employed (net) 73% 60%

Work full-time 53% 41%

Ages of children:^ n=552 n=224 Work part-time 12% 11%Under age 6 43% 42% Self-employed/business owner 6% 6%Ages 6 to 12 50% 48% Student, employed 2% 2%Ages 13 to 17 41% 41% Full-time Homemaker 7% 12%^ Among respondents with children Currently unemployed 7% 9%

Student, not employed 5% 4%

Unable to work/Disabled 3% 7%

Retired 3% 6%

20


Sample Profile

MetricHispanicsn=1,003 Metric

Hispanicsn=1,003

Cultural Identification: Language Spoken at Home:

Much closer to Hispanic/Latino Culture 21% Spanish only 11%

Somewhat closer to Hispanic/Latino 17% Spanish mostly 24%

Equally close to both cultures 37% Spanish and English equally 28%

Somewhat closer to U.S. Culture 11% English mostly 22%

Much closer to U.S. Culture 14% English only 15%

Overall Media Language Preference: Hispanic Origin:

Spanish only 4% Mexican American 39%

Spanish mostly 10% Mexican 33%

Spanish and English equally 36% Puerto Rican 13%

English mostly 28% South American 10%

English only 22% Cuban 8%

Central American 7%

Acculturation: Dominican 3%

Low Acculturation 13%

Medium Acculturation 63%

High Acculturation 25%

21

ThinkNow Research - Hispanic Brand Loyalty

Marketing

Transcript of ThinkNow Research - Hispanic Brand Loyalty