What you need to know
The foundation for brand loyalty is very clear among Hispanics; it is based mainly on functional aspects of the brand such as quality as well as affordability, dependability, and trust. When targeting Hispanics, brands also need to be aware that brand loyalty can be fragile. Economic constraints as well as unmet expectations can prompt Hispanics to look elsewhere. Mintel identified five Hispanic segments based on their attitudes toward brand loyalty; 53% of Hispanics fall into segments that are more prone to brand loyalty, while the remaining segments are less likely to engage with brands due to different reasons.
Definition
This Report provides a picture of perceptions and attitudes of Hispanics toward brand loyalty to understand the role brands play in their purchase decisions.
This is the first Report Mintel has prepared on the topic of Hispanics and brand loyalty. However, readers may be interested in other titles in Mintel’s Hispanic series library, including The Shopping Experience of Hispanic Consumers – US, April 2014, Hispanics and Online Shopping – US, May 2014, Hispanic Millennials – US, February 2015, Marketing to Hispanic Moms – US, September 2015, and Hispanics and Shopping for Groceries – US, November 2015.
