Roy Kokoyachuk From Thinknow Reserach: Affluent Hispanics Expect Improvement Of The Country and Its Economy

Lourdes Mateo de Acosta, Senior Communications VP at República, was the Chaiman of the panel with Roy Eduardo Kokoyachuk, Co-Founder and Director at ThinkNow Research and Mark Williams, Insights Manager at the automobile industry Kelley Blue Book, titled: Marketing to Affluent Latinos. During the second day of the 2017 Hispanicize in Miami, they presented data on the preferences and expectations of the most prosperous Hispanics. “Affluent Hispanics expect the improvement of the U.S. economy in 2017, although the tone of the elections was negative towards this group. They are hopeful about the improvement of the country and its economy” explained Kokoyachuk. “Smartphones, laptops, big domestic appliances and automobiles are the main products Hispanics intend to buy in 2017.”Williams presented a study on luxury auto consumption, segmented according to ethnic groups. Hispanics prefer Ford, Toyota and Chevrolet as their favorite automobile brands.“Hispanic women base their choices a lot on security, comfort, prices, practical factors; whereas Hispanic men seek cars that are more prestigious, based on technology and speed. Currently, both expect their cars to have implemented technology and brands must address Hispanics’ concerns over their families’ safety.”The study showed that Hispanic men buy more luxury brands than the rest of the U.S. market. They think much more about buying Mercedes Benz, BMW, Lexus and these sort of brands. “Despiste this, Hispanics think that non-luxury brands do a better job with their advertising and marketing.”