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Hispanic Market News< Back To Hispanic News Homepage
According to a four year national retail study from The Media Audit, Sears and Kmart are among the biggest losers of Hispanic shoppers, while Wal Mart and Target are the biggest gainers. The study, which was conducted in more than 80 local markets in the U.S., reveals that 31.3% of Hispanics shopped at Kmart in 2004, compared to 51.2% in 2001. Similarly, 39.4% of Hispanics shopped at Sears in 2004, compared to 45.5% in 2001. Participants in the study were asked where they shopped in the past six months. Retailer JC Penney also declined in Hispanic shoppers in the four year period. 27.4% of Hispanics shopped at JC Penney in 2004, compared to 31.6% in 2001. The study also revealed that 64.9% of Hispanics shopped at Wal Mart in 2004, compared to 54.7% in 2001. Similarly, 56.2% of Hispanics shopped at Target in 2004, compared to 46.9% in 2001. Among the five national retailers, Sears continues to have the highest percentage of Hispanic customers and ranks third in retail stores shopped by Hispanics. Despite the biggest drop in Hispanic customers by Kmart, the retailer has the second highest percentage of Hispanic customers but ranks fourth in retail stores shopped by Hispanics, down from number two in 2001. Ethnic Print Media Group, orchestrating a study within the Media Audit of 7 of the top Hispanic newspapers nationwide can tailor this information down just to the readers of Hispanic newspapers. At EPMG we offer Hispanic newspaper readership data on over 400 qualitative data points - Get in the know: Partner with EPMG for True industry expertise and knowledge. |
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