A study commissioned by the merchant bank, Garcia Trujillo, explores the way in which Hispanic perceptions affect the ability of large U.S. companies to attract Hispanics as consumers.
Among other things, respondents were asked if they perceived that U.S. companies valued them as consumers and workers. In addition, the survey explored the extent to which Hispanic consumer loyalty is affected by a companies’ support of causes
and issues significant to Hispanics. Finally, the survey explored how Hispanics view efforts by U.S. companies to attract and retain Hispanic employees.
The study, which consisted of 1,100 participants, that while most respondents (57%) stated that U.S. companies show great respect for them, a startling 42% said these companies demonstrate little respect for them. Considering the lengths to which many U.S. companies have gone to attract Hispanic
consumers, it is noteworthy that close to half of those consumers perceive a lack of respect in the marketplace.
Lower income Hispanics were the most critical of U.S. companies, while higher income Hispanics generally had a positive regard for them. Wealthier Hispanics with greater purchasing power felt the most respected as consumers. These results are not surprising. Although a more in-depth study is required, it is also quite possible that higher income Hispanics fall within majority market preferences and are more acculturated.