Study Finds US Hispanics Rate Products Significantly Higher Than Non-Hispanics Based...

Study Finds US Hispanics Rate Products Significantly Higher Than Non-Hispanics
Based on Culture Alone.
Results Could Have a Significant Effect on the Products Targeted to Hispanics
in the Future.

DALLAS, July 9 /PRNewswire/ -- Hispanics, especially those who are more recent
arrivals, give higher ratings in product surveys than their non-Hispanic
counterparts, according to a study designed by Jeffry Savitz, President of
Savitz Research Companies and Professor of Marketing Research at the
University of North Texas. The study found that Hispanics rate products
higher than what they may actually feel. In the study, Hispanics and
non-Hispanics were asked to assign a numeric value to five rating labels using
a scale of 0-100 with 100 being the best. The rating labels, "Excellent,"
"Very good," "Good," "Neither Good nor Poor" and "Poor" are common in survey
research. Hispanics consistently gave higher marks than their non-Hispanic
counterparts to each label except "poor." The average difference was 5.9
making it statistically significant.

In this landmark study, Professor Jeffry Savitz a graduate of Columbia
University, found that Hispanics rated Tylenol 85.7, significantly higher than
non-Hispanics at 80.6 implying Hispanics favor the brand. However, after the
adjustment of 5.9 points, the ratings were at parity. Among cellular
providers, ratings of Verizon, 65.4 and 68.1, were similar. After the
adjustment was applied, however, the ratings indicated that Hispanics do not
like this provider nearly as much, 59.5 versus 68.1. In the soft drink
category, Hispanics rated Fanta 80.0 versus non-Hispanics at 57.6, a highly
significant difference. Even after the adjustment the result was still
significant implying Hispanics are more favorable toward Fanta.

The results of the study have significant implications on multicultural
advertising and marketing as well as which products and services should be
offered to Hispanics. "This study finally sheds light on the reason some
Hispanic research ends up with faulty conclusions or results. This 'cultural
lift' must be taken into account," says Juan Faura, author of two books on
Hispanic marketing. "Hispanics are taught from an early age that it is in
poor taste or inappropriate to openly criticize or berate when asked their
opinions." Savitz says, "The article discusses levels of acculturation,
consumption of Hispanic media and country of origin, but more research is
needed to measure the effect of the 'cultural lift' on various categories and
other factors."

www.savitzresearchsolutions.com

SOURCE Savitz Research Companies

Jeffry Savitz of Savitz Research Companies, +1-972-386-4050, ext. 208,
jeffrysavitz@savitzresearchsolutions.com