Hispanic Consumers May Not Be as Faithful as You Think.

Some marketers still believe that once Hispanics bond with a brand, it’s for life – and that the brand basically transforms into a family heirloom. But, if we pay attention to how deeply diverse this market segment is, the constant evolution it’s facing, and how their consumer behaviors differ from non-Hispanics; brand loyalty among “The Big H” is not as predictable as was once thought.

Research has shown that Culturally Hispanic consumers (those who are not interested in blending their heritage with American culture) top the list as the most brand loyal customers (47%). From there, the percentages plummet to 38% for Bicultural Hispanics and 34% for Culturally-American Hispanics (those closest to mainstream consumers). With these numbers in hand, we can see that Hispanic brand loyalty is intrinsically tied to their heritage. Although American Culture doesn’t strip it away, it definitely plays an influential role in being more curious and open to trying new things.

Hispanic brand loyalty is clearly reflected in purchase decisions for household products, like toothpaste, toilet tissue and laundry detergent; as opposed to food and beverage items, like bottled water. In this specific case, most Hispanics don’t mind purchasing a lower-end product, regardless of the logo that’s printed on the label.

If we compare the entire Hispanic market segment (Culturally Hispanic, Bicultural Hispanic and Culturally-American Hispanic) with non-Hispanics, they rank about the same when it comes to brand loyalty. Thirty-percent (30%) of Hispanics and 29% percent of non-Hispanics say they always buy the same brand. However, if we analyze the scenario of when their go-to brand is not available, Hispanics do respond differently. 23% reported that they would actually go to another store to find their favorite product vs. only 16% of non-Hispanics. This definitely tilts the brand-devotion scale towards H’ers. So, while we can say that Hispanics are slightly more faithful than their counterparts, this doesn’t mean they are immune to the flirting powers of other brands.

That’s why your brand should always include culturally relevant insights in its marketing strategy - from inception - to engage with Hispanics the moment you put your message out there. This will go a long way in letting them know that your brand believes in them and that their voices matter. This is the best approach to building trust among Hispanic consumers and forming a bond that will increase brand loyalty. It can be the one thing you need to keep them from looking the other way.

We can help you keep your Hispanic clients brand faithful, just give us a call at (915) 581-7900 or contact Gabe Acuña.