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Study: Hispanic shoppers’ purchasing behaviors vary by season

BY Michael Johnsen

DENVER Hispanic shoppers exhibit a greater shift in shopping behaviors by season in comparison with general market shoppers, according to a shopper experience study in progress in September by The Integer Group and M/A/R/C Research, the companies announced.

During the months of June, September and November, Hispanic shoppers’ primary shopping goals showed a significant change in rank, with their priority being more on "concern for family satisfaction" and "one-stop shopping," and less on "saving money." These months also coincided with significant shopping events: summer, back-to-school and holiday shopping. This data suggested that while general shoppers may hunt for the best back-to-school deals, summer savings or holiday sales, Hispanic shoppers also seek approval from their kids and family members over purchasing the cheapest item.

With the exception of the three major shopping events mentioned, saving money and convenience usually were the top shopping goals for Hispanic shoppers. They traditionally are more value-driven and less likely to use in-store tools than the general market shopper. When it comes to shopping aids, Hispanics appeared less responsive to in-store messaging than non-Hispanics, with neither messaging at-shelf nor in-store TV being cited as tools that help make a purchasing decision.

"Although many retailers and brands develop communication aimed at both the general and Hispanic markets, our research indicates that it’s not necessarily reaching the Hispanic shopper," stated Martin Ferro, senior planner for Velocidad, an integrated Hispanic promotional, retail and shopper marketing capability of The Integer Group. "Brands must be deep-rooted in the more meaningful insights that distinguish Hispanic communication from general market communication, especially during key shopping events."

Hispanic shoppers also are more likely than the general public to switch brands. A contributing factor is the acceptance by family members of private-label brands in the household. Significantly more Hispanic shoppers perceived less difference in product quality of private-label and brand-name products than general market shoppers. This is even more pronounced at higher income levels ($75,000+), according to the report.

Although there is an increase in private-label purchases, many Hispanic shoppers that weren’t as affected by the economy as others were sticking with familiar brands despite having to occasionally buy them less often. "Of those Hispanic shoppers who reported no change in their shopping behavior this year, 67% said they stick with their brand of choice, even if another brand is cheaper," stated Randy Wahl, EVP at M/A/R/C Research.

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Jewel-Osco celebrates Hispanic Heritage Month with ‘Sabor de la Herencia Hispana’

BY Allison Cerra

ITASCA, Ill. A Midwest food and drug retailer is celebrating Hispanic Heritage Month with its third annual VIP reception to honor the culture and significant achievements of the Hispanic community.

Jewel-Osco is holding its signature event, “Sabor de la Herencia Hispana” (Taste of Hispanic Heritage), on Sept. 22, and is dedicated to recognizing the continuous efforts and outstanding contributions made by leaders from the civic, business and nonprofit sectors of the community. During the VIP reception, Jewel-Osco will honor three social service agencies for their efforts and their commitment to enriching the Hispanic communities they serve. This year, Jewel-Osco will award a total of $15,000 in grants to Association House, Namaste Charter School and The Resurrection Project.  The work of these organizations reflects Jewel-Osco’s pledge to support initiatives that mirror the company’s charitable giving strategy, which focuses on three areas: hunger relief, nutrition education and environmental stewardship, the retailer said.

The event also will highlight the unique flavors and richness of Latin cuisine, by showcasing exclusive dishes developed by culinary students from Chicago’s St. Augustine College.

“We are proud to observe Hispanic Heritage Month with an event that celebrates the culture and traditions of the Latino community,” said Jewel-Osco president, Keith Nielsen. “‘Sabor de la Herencia Hispana’ supports the culinary talent of Hispanic youth and recognizes the exceptional contributions of this community.”

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Safeway donates $25K, food and supplies to benefit San Bruno victims

BY Allison Cerra

PLEASANTON, Calif. Following a devastating gas explosion in San Bruno, Calif., the philanthropic arm of Safeway announced it will donate $25,000 to the American Red Cross to help those affected by the disaster.

Safeway also said it would provide food, supplies and grocery gift cards to families who were impacted. Roughly 80 Safeway stores in the surrounding counties are collecting donations at checkstands for the American Red Cross’ San Bruno relief effort.

Safeway operates 1,712 stores in the United States.

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