Hispanic Consumers Prefer To Stick With Familiar Brands

Hispanic consumers in the United States tend to avoid uncertainties, preferring to buy brands they are familiar with, according to a study by Geometry Global. Data from the market research firm revealed advertisers should remember that Hispanics can switch between their Latino cultural codes and the American culture elements they have adopted. Unlike American mothers who tend to stick to their shopping list, Hispanic moms are more open to unplanned purchases and are more open to discovery. Hispanics are more focused on the “now,” driven perhaps by the fact that most of them are Catholics. Also, Hispanics have a collective cultural value, unlike the other cultures in the United States.