Brand Loyalty
Can CPG Brands Stop Waning
Hispanic Brand Loyalty
ThinkNow Affinity Brand Loyalty Report
2017ThinkNow Affinity
Online Survey Via ThinkNow Research’s Omnibus Study
Sample Size
Nationwide, fielded January 2017
501
Hispanics
249
Asian
250
White
250
African-American
Self identify
as Hispanic
origin
Hispanics Non-Hispanics Age
Self identify as White,
African-American or Asian
18-64 years
of age
Screening Criteria
Spanish
dominant
35%
Bilingual
36% English
dominant
29%
1,250
Total MarketWho We Are
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, in-person
and telephone research.
Research experience
specifically in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
Only full-service market
research company that
owns & operates an in-
house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-
profits and other market
research companies.Our Services
QUANTITATIVE
QUALITATIVE
MIXED MODE
ONLINE MARKET
RESEARCH
COMMUNITIES
CONCEPT AND
COPY TESTING
ADVERTISING
EFFECTIVENESS
ONLINE PANEL
BUILDING
WEBSITE
USABILITY
STUDIES
OMNIBUS
SURVEYS
ATTITUDES &
USAGE
BRAND
TRACKING
PRODUCT
TESTING
ONLINE &
OFFLINE
QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONEBrand Switching
Hispanics are about as loyal to brands as the Total Market
For each type of product below, please select the point in the scale that best describes the brands you buy.
22% 24% 22% 20%
26%
33% 31%
37%
34%
26%
Total MarketHispanicsWhitesAfrican-AmericanAsians
Average Across Categories
Categories Tested
Laundry Detergent
Toothpaste
Bottled Water
Toilet Tissue
Dishwashing Soap
Paper Towels
Shampoo
All consumers have a relatively similar level of brand loyalty across common household categories. However, White Non-Hispanics show the
highest level of loyalty overall.
Base: Total Market (n=1250), Hispanics (n=501), Whites (n=250), African Americans (n=250), Asians (n=249)
55% 55%
59%
54% 52%
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