With regard to store selection research has shown that some Spanish speaking housewives feel lost in giant supermarkets where they are surrounded by many unfamiliar products and are inhibited about asking questions. Because such uneasiness exists with regard to large stores, these Hispanics do much of their shopping in bodegas, which are small neighborhood stores where only Spanish may be spoken. For example, in New York bodegas account for 30 percent of the grocery volume among Spanish speaking residents in spite of markups at least 13 percent higher than the supermarket average.
Although bodegas and other small retailers are important with some Hispanics both full service department stores such as J C Penney and Macy’s and discount department stores such as Kmart and Target also play an important role in shopping patterns. A New York research study showed that 68 percent of Hispanic respondents said they hop at department stores – 63 percent of those shop most often at discounters, and 36 percent most often at full percent of those shop most often at discounters and 36 percent most often at full service stores. Hispanics have a higher loyalty to their grocery and first choice discount store than the total population. Price is their primary motivation in choosing a store. A few of the shopping patterns discovered in other recent studies indicated that among Hispanics compared to the total population:
1) Convenience store shopping is more frequent
2) Department store preferences are 17 percent fewer
3) Men are shoppers more often
4) Hispanics are 33 percent less likely to use the Sears credit card.
5) Teens are more likely to be the primary grocery shopper
Among national retailers J C Penney is “luciendo mejor que nunca” (looking smarter than ever) with one of the most sophisticated Hispanic marketing programs. It started with a Spanish booklet telling Hispanic shoppers how to buy from its catalog. This was followed by a credit application in Spanish. The basis of the Penney effort consists of regional Hispanic marketing teams in key cities and including important store management, ales promotion staff, and Hispanic associations. These teams have implemented in-store bilingual directories, service signage, local promotional efforts using Spanish language television and radio commercials as well as Sunday newspaper preprints. Advertising campaign start from scratch and commercials are developed to carefully avoid stereo type and literal translations. Corporate involvement in community activities is also strong.
Promoting to Hispanics: The Hispanic market although concentrated geographically and in urban areas is sometimes difficult to reach because of the language barrier A 1981 survey found that approximately 90 percent of the adult Hispanic population speak Spanish and 43 percent speak only enough English to get by. Therefore in order to reach this market effectively Spanish language media frequently must be used, In fact, 70 percent of Hispanics watch, listen to, or read Spanish media very week Half of them use Spanish media primarily (that is, 50 percent or more of the time) Of the Spanish media, television is sued most, followed closely by radio, and print is a distant third.
Media Patterns: Television has developed into an important medium for Spanish advertising. In an average week, about 80 percent of Hispanic households watch the two Spanish networks. With Hispanic television ownership at approximately the same level as that of the general population, and with the increase in UHF television penetration ad the addition of Mexican stations to cable networks, the marketer is increasingly able to reach the Hispanic segment by using this medium. Spanish television generally costs much less per thousand viewers reached than general market television.