TABLE OF CONTENT
SCOPE AND THEMES
What you need to know
Consumer survey data
Abbreviations and Terms
Hispanics’ homeownership, DIY home improvement, household size
Homeownership and its influential effect on DIY home improvement activity
Figure 1: Hispanic homeownership rate and the Hispanic DIY share of home improvement spending, selected
Larger size of Hispanic households translates to a communal decision
Figure 2: Households, by number of people in the household—Hispanics versus all households, 2011
Home improvement spending in the last 12 months
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Strong predisposition toward store and brand loyalty and partiality for shopping with family differentiate Hispanic home improvement DIYers. Likewise, family size is a major consideration, as these households may have special repair and upgrade needs for the home. The large, rapidly growing, and relatively youthful Hispanic population means that increases in their purchasing power will be extended throughout the near future, and that investment in gaining a Hispanic customer should reap long-term benefits.
Some questions answered in this report include:
- How does the number of people in the average Hispanic household impact DIY activity among this group?
- What can DIY home improvement retailers do to maximize sales from Hispanics?
- How should the marketing messaging be addressed toward Hispanic DIYers?
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