This post is also available in: Spanish

Latino Purchasing Decisions

Much is debated about the habits of the Hispanic consumer in the U.S.: whether or not we buy with our hearts, our heads, or our wallets.  And much has been said about our purchasing decisions- that it depends on the product, economic conditions, and other underlying reasons.

The Hispanic consumer in the last few years has been transforming his buying habits, considering product rankings on the internet more relevant than the recommendation from a relative or friend.  This demystifies the argument that Hispanics buy out of brand loyalty.  Of course, depending on the consumer’s motivations, they may be willing to spend, but the current economic climate must always be taken into consideration.

Based on the information I’ve been exposed to in the last 10 years, I think that the purchase process of  the Latino consumer is increasingly longer (due to the use of the internet as a comparison tool), and his decision is a heterogeneous intersection between logic, impact on the family budget, and brand loyalty towards the product being purchased.

Finding that online connection with Hispanics is and will continue to be the determining factor in marketing products and services to this community. E