Download - ThinkNow Affinity Brand Loyalty Report 2017
Brand Loyalty Can CPG Brands Stop Waning Hispanic Brand Loyalty?
ThinkNow Affinity™ Brand Loyalty Report 2017
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ThinkNow Affinity™ Online Survey Via ThinkNow Research’s Omnibus Study
Sample Size
Nationwide, fielded January 2017
501 Hispanics
249 Asian
250 White
250 African-American
Self identify as Hispanic
origin
Hispanics Non-Hispanics Age
Self identify as White, African-American or Asian
18-64 years of age
Screening Criteria
Spanish dominant
35%
Bilingual 36% English
dominant 29%
1,250 Total Market
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Who We Are
An authority on creating and managing research
products that help clients gather insights about
rapidly changing consumer segments.
Conduct online, in-person and telephone research.
Research experience specifically in the Hispanic,
African American, Asian and Total markets.
Experience in hard-to reach demographic sub-groups.
Only full-service market research company that owns & operates an in-house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-profits and other market
research companies.
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Our Services QUANTITATIVE QUALITATIVE MIXED MODE
ONLINE MARKET RESEARCH COMMUNITIES
CONCEPT AND COPY TESTING
ADVERTISING EFFECTIVENESS
ONLINE PANEL BUILDING
WEBSITE USABILITY STUDIES
OMNIBUS SURVEYS
ATTITUDES & USAGE
BRAND TRACKING
PRODUCT TESTING
ONLINE & OFFLINE QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE
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Brand Switching Hispanics are about as loyal to brands as the Total Market
For each type of product below, please select the point in the scale that best describes the brands you buy.
22% 24% 22% 20% 26%
33% 31%
37%
34% 26%
Total Market Hispanics Whites African-American Asians
I always buy the same brand
I always/mostly buy the same brand
Average Across Categories
Categories Tested
Laundry Detergent
Toothpaste
Bottled Water
Toilet Tissue
Dishwashing Soap
Paper Towels
Shampoo
All consumers have a relatively similar level of brand loyalty across common household categories. However, White Non-Hispanics show the
highest level of loyalty overall.
Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
55% 55%
59%
54% 52%
I mostly buy the same brand
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Brand Switching by Category Hispanics have similar loyalty to brands across categories as the Total Market, non-Hispanic Whites are slightly more loyal, Asians are slightly less loyal.
Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
For each type of product below, please select the point in the scale that best describes the brands you buy.
64% 63% 60%
55% 51% 50%
46%
61% 65%
58% 53%
49% 51% 50%
66% 65% 63%
59%
54% 56%
49%
63% 60% 60%
55% 55%
47%
41%
57% 60%
48%
53% 51% 50%
45%
Toothpaste Laundry detergent Bottled water Toilet tissue Dishwashing soap Shampoo Paper Towels
Total Market Hispanic (A) White (B) African American (C) Asian (D)
Of the categories tested, brand Loyalty is strongest for Toothpaste and Laundry Detergent brands.
Top 2 Box: Always/Mostly buy the same brand
C
D
D D
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Brand Purchase Behavior Hispanics are about as likely as the Total Market to stick with a product even if it’s not available at the store they’re at. Asians are more likely to buy an alternate.
For each type of product below, please select the point in the scale that best describes what you would do if the brand you usually
buy was not available where you normally shop.
21% 21% 22%
28%
15%
18% 16%
19% 13%
20%
Total Market Hispanics Whites African-Americans Asians
Average Across Categories
Same categories as previous question
I will go to another store to buy it
Categories Tested
Laundry Detergent
Toothpaste
Bottled Water
Toilet Tissue
Dishwashing Soap
Paper Towels
Shampoo
Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
I will go to another store to buy it
39% 37%
41% 41%
35%
I will go to another store to buy it / I will come back another day to buy it
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Brand Purchase Behavior by Categories Hispanics are less likely to go to another store if the toothpaste they normally buy is out of stock. Asians are least likely to go to another store to find their brands favorite brands.
Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
48% 44% 42%
40%
34% 33% 30%
46% 45%
37% 37% 32%
30% 32%
51%
42% 46%
42%
35% 38%
31%
48% 47% 45% 43%
39% 35%
32%
44%
35% 38%
42%
29% 28% 26%
Laundry detergent Bottled water Toothpaste Shampoo Toilet tissue Dishwashing soap Paper Towels
Total Market Hispanic (A) White (B) African American (C) Asian (D)
Likelihood to “go to another store to buy it” or “come back another day to buy it”
D D
D D
A
For each type of product below, please select the point in the scale that best describes what you would do if the brand you usually
buy was not available where you normally shop.
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Brand Purchase Behavior by Hispanic Segments If their favorite brand is not available, the Bicultural segment of Hispanics is the most loyal.
Less Acculturated
18%
Bicultural 56% More
Acculturated 28%
18% 22% 20%
17%
17%
15%
Less Aculturated Bicultural More Acculturated
Same categories as previous question
I will go to another store to buy it /
come back another day to buy it
I will go to another store to buy it
If their favorite brand is not available, the Bicultural segment of Hispanics is the most loyal and the Less Acculturated
expressed the lowest levels of loyalty.
Base: Total Hispanics (n=501), Less-Acculturated (n=92), Bicultural (n=279), More-Acculturated (n=130)
Average Across Categories
35%
39%
35%
I will come back another day to buy it.
For each type of product below, please select the point in the scale that best describes what you would do if the brand you usually
buy was not available where you normally shop.
Demographics
Hispanics
n=501
White
n=250
African-
American
n=250
Asian
n=249
Hispanics
n=501
White
n=250
African-
American
n=250
Asian
n=249
Male 51% 50% 48% 47% Born in the U.S. 55% 92% 95% 42%
Female 49% 50% 52% 53% Moved here 45% 8% 5% 58%
Age Household Income
18 to 34 46% 34% 41% 39% Under $40,000 (Net) 45% 28% 52% 23%
35 to 64 54% 66% 59% 61% $40K – $79K (Net) 26% 32% 26% 29%
Mean age 37 42 39 40 $80K plus (Net) 22% 34% 15% 41%
Median income ($000) $52 $68 $45 $76
Census Region
Northeast 14% 19% 17% 21% Educational
Attainment
Midwest 9% 26% 17% 12% Less than high school
graduate 6% 3% 6% 3%
South 37% 35% 57% 23% High school grad/GED 22% 22% 24% 4%
West 40% 20% 9% 44%
Some college/AA/
trade/technical school
(NET)
39% 38% 44% 26%
Bachelor's degree or
higher (NET) 33% 37% 27% 67%
Sample Profile
Sample Profile Metric
Hispanics
n=501
Language Spoken at Home
Spanish only 11%
Spanish mostly 24%
Spanish and English equally 36%
English mostly 19%
English only 11%
Country of Origin
Mexican/Mexican American 64%
Puerto Rican 10%
South American 10%
Cuban 9%
Central American 5%
Dominican 4%
Acculturation
Less Acculturated 18%
Bicultural 56%
More Acculturated 26%