- Brandweek Staff

Here's some insight for marketers looking to reach Hispanics: 78% of Spanish-speaking consumers purchased a featured product after participating in both a price promotion and store event, according to a new study by Mercury Mambo, an Austin, Texas-based experiential marketing firm.

Mercury Mambo's 2009 "Hispanic Shopper + Retailer Study" found that one-third of Hispanics are participating in more promotions and events. Seventy two percent of retailers said that "store promotions with entertainment" were very effective in reaching that particular ethnic group.

The research—which utilized Mercury Mambo's HispaniPoll—consisted of 300 one-on-one surveys across seven markets: Los Angeles, New York, Miami, Chicago, Houston, Dallas and San Antonio. The sample included dominant (72%) and bilingual (28%) Hispanics.

Additionally, the study explored several trends affecting Hispanics. The findings show that these consumers:

•    Buy generic
•    Use coupons, offers and sampling
•    Go to discount stores
•    Wait to buy

This is an initial study by Mercury Mambo, designed to measure the effectiveness of Hispanic experiential and promotional marketing. Future studies will also explore trends that affect shopper behavior, per the firm.