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Latina Study Identifies Shopper Archetypes

October 25 2010

In the US, a study conducted by multicultural market research specialist New American Dimensions has identified four distinct female Latina shopper archetypes, differentiated in terms of their attitudes, values, demographics and shopping behavior.

Latina Study Identifies Shopper ArchetypesThe firm's Latina Shopper Study was fielded nationally to 1200 women representative of the total female US Hispanic population.

According to New American Dimensions, Latina women are the decision makers and influencers of more than 80% of all purchases made in US Hispanic households. This means they are set to control the $1.4 trillion buying power in these households by 2013.

Feedback from the survey demonstrated four distinct types of shopper:

  • Las Exploradoras (27%): Latinas who love to shop, and experiment with new products, use coupons and visit a variety of stores, both Hispanic and American. They tend to trust Spanish-language advertising.
  • Las Pragmáticas (23%): Latinas who shop with a mission: to get the best value for their money. They claim to be unaffected by advertising and in-store marketing.
  • Las Digitalistas (31%): Latinas who actively shop online, and prefer Internet to in-store shopping.
  • Las Fre$itas (20%): Young affluent Latinas who feel they've 'arrived', and are impulse-buyers who are happy to spend.


'The Latina Shopper Study has revealed that Latina women are rapidly evolving into a highly multi-faceted group across many shopper dimensions,' says New American Dimensions CEO and President, David Morse. 'Brand marketers must pay close attention to these results as they strategize to increase their share of purchases at the store level.'

The firm is currently conducting the second phase of the study, to explore shopper archetypes in more depth.

Web site: www.newamericandimensions.com .

All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.

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