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
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Methodology
Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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%
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Key Findings
Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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.
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Detailed Findings
Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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
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Hispanics and Non-Hispanics
expressed the same level of brand
loyalty across common household
and food categories.
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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
I always 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.
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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
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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.
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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 buy the same brand
I always/ mostly buy the same brand
|------------------------- Household Products ------------------------| |----------------- Food/Beverage ------------------|
What you would do if the brand you usually buy was not available where you normally shop?
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.
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
What you would do if the brand you usually buy was not available where you normally shop?
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
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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.
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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Appendix: Sample Profile
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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%
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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%
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Source: ThinkNow Research Hispanic Omnibus Study – March 2014
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%
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