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.


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


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



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.


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



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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


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)


35%

39%

35%

I will come back another day to buy it.



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%

Marketing

ThinkNow Affinity Brand Loyalty Report 2017