ACNielsen Finds Hispanic Shoppers Less Likely to Participate in Frequent Shopper Programs; Los Angeles Research Finds Participation Rates Especially Low Among Less Acculturated Hispanics.Business Editors LOS LOS Length of stay, see there ANGELES--(BUSINESS WIRE)--Aug. 20, 2002 Hispanic Hispanic Multiculture A person of Mexican, Puerto Rican, Cuban, Central or South American, or other Spanish culture or origin, regardless of race Social medicine Any of 17 major Latino subcultures, concentrated in California, Texas, Chicago, Miam, NY, and elsewhere households in Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. , home to the largest population of Hispanics in the United States Hispanics in the United States, or Hispanic Americans, are American citizens or residents of Hispanic ethnicity who identify themselves as having Hispanic Cultural heritage.[1] According to the 2000 Census, Hispanic Americans constitute roughly 12. , are much less likely to belong to a grocery store frequent shopper program than non-Hispanics, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. new research from ACNielsen ACNielsen is a global marketing research firm, based in Schaumburg, Illinois. This company was founded in 1923 in Chicago, Illinois, by Arthur C. Nielsen, Sr., in order to give marketers reliable and objective information on the impact of marketing and sales programs. U.S., an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of ACNielsen, a VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User Company. The research results were presented here during the ACNielsen Category Masters client conference attended by executives from over 500 consumer packaged goods Noun 1. packaged goods - groceries that are packaged for sale foodstuff, grocery - (usually plural) consumer goods sold by a grocer plural, plural form - the form of a word that is used to denote more than one companies. The findings come from ACNielsen's exclusive 1,500-household Homescan(R) LA Hispanic Panel. Using language preference as an indicator of acculturation acculturation, culture changes resulting from contact among various societies over time. Contact may have distinct results, such as the borrowing of certain traits by one culture from another, or the relative fusion of separate cultures. , households where Spanish Spanish, river, c.150 mi (240 km) long, issuing from Spanish Lake, S Ont., Canada, NW of Sudbury, and flowing generally S through Biskotasi and Agnew lakes to Lake Huron opposite Manitoulin island. There are several hydroelectric stations on the river. is the only or preferred language are deemed to be "less acculturated;" those that utilize both Spanish and English are "bilingual bi·lin·gual adj. 1. a. Using or able to use two languages, especially with equal or nearly equal fluency. b. ;" and those for whom English is the language of choice are "more acculturated." The panel is representative of the Los Angeles market where the largest segment of the city's population (55 percent) consists of less acculturated households. Bilingual households represent 33 percent of the Hispanic population; 12 percent are more acculturated. The differences in frequent shopper program participation rates are especially pronounced among less acculturated Hispanic households. Only 52 percent of such households belong to a frequent shopper program, compared to 90 percent of non-Hispanic households. Among more acculturated Hispanic households, 75 percent belong to a grocery store frequent shopper program. Ken Greenberg, vice president, Marketing, ACNielsen Homescan, said, "If grocery retailers are going to succeed with this vitally important demographic group they need to focus their efforts on attracting the less acculturated Hispanics to their frequent shopper programs. Not only are they the largest segment of the Hispanic population, but our research shows that they also have a tendency to concentrate their purchases in a smaller number of stores than more acculturated Hispanics. Having them participate in a frequent shopper program would further solidify so·lid·i·fy v. so·lid·i·fied, so·lid·i·fy·ing, so·lid·i·fies v.tr. 1. To make solid, compact, or hard. 2. To make strong or united. v.intr. their loyalty as they and their future generations acculturate." A four-channel (grocery, drug, mass, warehouse club) analysis of five popular consumer packaged goods categories demonstrated the tendency for Hispanics to shop in more stores as they acculturate. The table below shows the percentage of households within each demographic segment that spent all of their category dollars in one channel.
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Hispanic Households
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Product Category Non-Hispanic Spanish Bilingual English
Only/Pref Only/Pref
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Coffee 60 78 61 55
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Detergents 48 55 47 29
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Oral Hygiene 37 58 40 31
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Cereal 56 70 50 44
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Disposable Diapers 52 55 56 42
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Source: ACNielsen Homescan LA Hispanic Panel: 52 w/e 06/30/01 - UPC
Coded Products
Reasons for shopping in the store where they use their frequent
shopper card most often varied across segments, with the convenience
of the store's location ranking highest among non-Hispanics and store
deals ranking highest among less acculturated Hispanics.
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Hispanic Households
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Non-Hispanic Spanish Bilingual English
Only/Pref Only/Pref
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Store Deals 53 53 55 51
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Assortment of 40 51 54 26
Merchandise
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Everyday Low Prices 24 43 28 21
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Convenient Location 72 42 53 60
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Store Cleanliness 39 40 44 28
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Quality of 30 36 37 15
Fresh Produce
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Preferred/Frequent 46 17 36 38
Shopper Program
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Source: ACNielsen Homescan LA Hispanic Panel
Among other findings:
-- Of Hispanic households that belong to a frequent shopper
program, less acculturated households are more likely to
belong to just one program (37 percent vs. just 15 percent for
more acculturated households);
-- Less acculturated Hispanics are more likely to describe the
frequent shopper program they belong to as "valuable" or "very
valuable" (77% vs. 66% for more acculturated Hispanics and 70%
for non-Hispanics);
-- The number one reason for not belonging to a frequent shopper
program across all respondents was simply that the store where
they shop does not offer one.
The ACNielsen Homescan LA Hispanic Panel is a subset A group of commands or functions that do not include all the capabilities of the original specification. Software or hardware components designed for the subset will also work with the original. of ACNielsen's gold standard national Homescan consumer panel, which measures the buying behavior of more than 61,500 households. ACNielsen, a VNU company, is the world's leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns Noun 1. sales campaign - an advertising campaign intended to promote sales ad blitz, ad campaign, advertising campaign - an organized program of advertisements sales campaign n → campaña de venta . Note to Editors: Complete findings from the latest ACNielsen Homescan LA Hispanic Panel survey are available by contacting Matt Bell, ACNielsen director of media relations, at 847-605-5686. Look for this press release and other ACNielsen news on the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the at http://acnielsen.com/news. |
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