[Podcast] ThinkNow Affinity™ Brand Loyalty Report 2017 ThinkNow Affinity™ Brand Loyalty Study suggests a shift in consumer behavior If there is one “truth” that has persisted in Multicultural Consumers marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bicultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans Market Research. But where did that ideology come from? Let’s look at the genesis of how this may have come about. Less acculturated Hispanics are typically the recently immigrated population in the U.S. Because they are unfamiliar with the brands in the U.S., they look to advertising to help guide their purchasing decisions. Highly visible brands compete for mindshare among less acculturated Hispanics. Top performing brands became “top” of mind as less accultured Hispanics assimilate to life in the U.S., creating loyalty that will last throughout the consumers’ lifetime and potentially to future generations as they pass down these purchasing habits. In theory, it all makes sense. But, as we’re seeing across several consumer verticals right now, behavior is changing. ThinkNow Affinity TM analyzes brand loyalty across the Total Market & several core CPG categories giving brands insight into how they can attract and retain brand loyalty among key demographics. Special Guest, Dr. Jake Beniflah, Executive Director for the Center For Multicultural Science, joins Mario X. Carrasco, Co-Founder and Principal at ThinkNow Research, to discuss the key findings of the report:
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Share March 20th, 2017|African-American Market Research, Asian-American Market Research, Blog, Consumer Sentiment, Hispanic Consumer Research, Hispanic Market Research, Hispanic purchasing, Hispanic Shopping Trends, Integrated Market Research, Multicultural Consumers, Podcast
About the Author: Mario X. Carrasco
Mario is ThinkNow Research's Managing Partner. He entered the Hispanic arena as Marketing Director at Hispanic Business Magazine, the leading Hispanic business publication. There, he quickly became a leader in Hispanic online marketing. Microsoft took notice in 2006 and he joined the MSN Latino product group where he developed targeted microsites and partner portals. Mario was hired by Garcia Research in 2008 to develop the first representative Hispanic Online Panel with an emphasis on the Spanish-dominant community, CadaCabeza. Mario became Vice President of Online Research at in 2009 and then went on to co-found ThinkNow Research.