Latino Brand Loyalty Study

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The Reality of Latino Brand Loyalty

Since the advent of targeted marketing of the U.S. Latino market back in the 1970s, we have often heard the debate on the issue of Latino brand loyalty. The question we asked ourselves was "What is the reality of Latino brand loyalty?" Are we more loyal, less loyal or just average consumers? Of course, the answer is not a simple yes or no.

A New Brand Loyalty Model

The study reveals that brand loyalty among Latinos within key product categories is related to the relative position of the Latino respondent on the acculturation spectrum. This has great implications for marketers as they target both new and established brand names in this community.

The CAG brand loyalty model is an exclusive program developed by the organization's senior researchers. This proprietary tool is based on the responses from nearly 1,000 survey participants across a broad array of product categories. The model factors key indicators of consumer affinity to brands; data points are correlated to ten consumers. response sets.

Responses to these questions are scored and results place respondents at a point on a brand loyalty spectrum. Included in the response set are the study Power Questions - these attributes that are most indicative of a consumer.s affinity for brands within each category.

Applying the brand loyalty spectrum to study respondents will allow marketers to understand their strengths and weaknesses by demographic breaks and most importantly by acculturation level. Identifying these target consumers creates strategic opportunities to reach the truly brand loyal customer.

Study Overview

The inaugural wave of the study includes the following key product categories:

A comprehensive and thorough analysis of nearly 1,000 surveys, the study was conducted in these eight market areas: Chicago, Houston, Los Angeles, Miami, New York, Phoenix, San Antonio, and San Jose/San Francisco. This sample area represents the major Latino markets in the U.S., covering nearly 20 million people or 57% of the total U.S. Latino population. Participants in the study were self-identified Latino adults, aged 18-64, who were decision makers on product purchases for the products/categories that were central to the study.The survey sample includes a cross section of acculturation levels using our exclusive Cultural Access Group Latino acculturation algorithm.

For more information about Cultural Access Group, please visit http://www.accesscag.com/.