What differences in brand loyalty in my category exist between highly acculturated vs. low acculturated Hispanics?
Differences in product usage and brand loyalty are dependent on a variety of factors including the product/brands available, the category, available income, and how well the brand/product is advertised, just to mention a few. Generally speaking, lower loyalty exists in low-involvement categories where all brands are believed to be/perform the same while higher loyalty is more typical in high-involvement categories. In terms of acculturation and how it impacts brand loyalty, as a general rule of thumb, less acculturated Hispanics tend to be very brand loyal, particularly to brands they know well. One of the reasons is that changing the brand involves the risk of investing in another brand that may not work as well. They need to be convinced the new brand is a “good investment,” a feat family/friends’ recommendations can accomplish easier than advertising alone. On the other hand, it is generally accepted that more acculturated Hispanics tend to behave more like the general market in ter
