To get to know the behavior of a Hispanic consumer so that brands and agencies can develop more effective marketing strategies to win that important segment in the US is part of the contributions of the publication The Why? Behind The Buy, that Univisión and Acosta Sales & Marketing publish. “With a Hispanic population of 57 million, which is expected to duplicate by the year 2050, brands and retailers admit this growth could positively impact their final results. To know how these consumers buy and how they make their purchase decisions is important to win a quota in the market, says Colin Stewart, Senior VP at Acosta Sales & Marketing.”The Hispanic consumer is earning more and more, as is reflected in the fact that his monthly expenditure on food is in the highest point in three years. For Hispanic buyers, a trip to the store continues to be a social experience and this characteristic prevails with Hispanic millennials. Since food purchases represent an opportunity to spend more time with their loved ones, for brands and retailers, this scenario comes as a valuable marketing opportunity, comments Liz Sanderson, Strategy and Insights VP at Univision. The publication points out that expenditures and incomes are increasing and Hispanic buyers are more optimistic about their personal economies, which translates into greater monthly income in three years.
