Deciphering the Mexican Consumer in El Paso, Texas
The Mexican consumer plays a crucial role in the economy of El Paso, Texas, thanks to his desire and ability to spend large sums of money on merchandise and entertainment. He represents business growth, especially if his spending habits and profile are better understood. This understanding allows businesses to create multicultural marketing practices that are relevant and engaging to him and his family.
Last week I had the opportunity to attend a timely research presentation given by Dr. Norma Mendoza, CEO and President of Merkadoteknia Research and Consulting about Cross Border Consumer Statistics. This type of research was necessary in the area, since not a lot of fresh and relevant statistics are available on the subject. Many people attended the presentation, including marketers, business owners, media, and anyone interested in gaining a better understanding.
The goal of this research was to decipher some of the most interesting shopping patterns of Mexican nationals in the El Paso area. This information enables businesses to create more sophisticated consumer marketing strategies to better cater to the Mexican shopper. The presentation delivered many key points that could be used by most business industries and anyone with a capacity to influence a marketing strategy.
Research Background
The research took place on November 26, 2012 and December 15, 2012, right around the holiday season. The respondents included 663 Mexican nationals waiting to cross at a one of the border entries from Ciudad Juarez to El Paso. They were asked to take a survey while they were sitting in their vehicles. The survey was administered randomly by Dr. Mendoza and several assistants.
Key Findings
Dr. Mendoza stressed that Mexican shoppers spend about $2.2 billion annually in shopping centers, restaurants, grocery stores, and entertainment. Out of those who come, a whopping 87% do so to shop. A key finding is that most pay with cash.
In addition, close to 81% of total shoppers come and go the same day (usually those who live in the area), while 9% come for more than 24 hours, and 9.5% come for two or more days.
Of those who stay more than two days, a not surprising 53.83% stay with family and friends, and 28% stay in hotels.
Out of the total number of respondents, there is a 15% who come once a week, and a 28% who venture once a month. In addition, there are some people who come from as far as 954 miles away to purchase merchandise or to spend on entertainment. Most people come from Ciudad Juarez and Chihuahua City, but there is still a great influx from across the nation.
Another interesting point that was addressed during the presentation was the cross reference between national plates or fronterizo plates, and the percentage of shopping. People with national plates tend to spend higher amounts of money during their shopping trips. For the most part, national plate consumers come from far away, and only have the opportunity to shop fewer times, so they spend more during each trip.
The research also uncovered that the typical profile is of a male 36-45 years of age , spending anywhere from $100-$200 per visit. He tends to come shopping with a list of to-do's from family and friends, and shops often. However, that doesn't mean that other family members don't cross the border. Many families come prepared to spend hours waiting in line, usually with blankets and lunch ready, waiting for the treat of coming over to El Paso. These shoppers go everywhere in El Paso, they don't have a particular preference as to where to shop or spend on entertainment.
Dr. Mendoza predicts that the percentage of spending will likely increase over time. This shows once again that it is imperative for businesses to use multicultural marketing practices to know more about their consumers, to better serve them, and to increase their opportunity for profit. She also emphasized that there is still much to be learned and researched about cross border consumers and that this was only the beginning of her research.
If you are interested in finding additional information about the research, please contact Dr. Mendoza at info@merkaconsulting.com.
Last week I had the opportunity to attend a timely research presentation given by Dr. Norma Mendoza, CEO and President of Merkadoteknia Research and Consulting about Cross Border Consumer Statistics. This type of research was necessary in the area, since not a lot of fresh and relevant statistics are available on the subject. Many people attended the presentation, including marketers, business owners, media, and anyone interested in gaining a better understanding.
The goal of this research was to decipher some of the most interesting shopping patterns of Mexican nationals in the El Paso area. This information enables businesses to create more sophisticated consumer marketing strategies to better cater to the Mexican shopper. The presentation delivered many key points that could be used by most business industries and anyone with a capacity to influence a marketing strategy.
Research Background
The research took place on November 26, 2012 and December 15, 2012, right around the holiday season. The respondents included 663 Mexican nationals waiting to cross at a one of the border entries from Ciudad Juarez to El Paso. They were asked to take a survey while they were sitting in their vehicles. The survey was administered randomly by Dr. Mendoza and several assistants.
Key Findings
Dr. Mendoza stressed that Mexican shoppers spend about $2.2 billion annually in shopping centers, restaurants, grocery stores, and entertainment. Out of those who come, a whopping 87% do so to shop. A key finding is that most pay with cash.
In addition, close to 81% of total shoppers come and go the same day (usually those who live in the area), while 9% come for more than 24 hours, and 9.5% come for two or more days.
Of those who stay more than two days, a not surprising 53.83% stay with family and friends, and 28% stay in hotels.
Out of the total number of respondents, there is a 15% who come once a week, and a 28% who venture once a month. In addition, there are some people who come from as far as 954 miles away to purchase merchandise or to spend on entertainment. Most people come from Ciudad Juarez and Chihuahua City, but there is still a great influx from across the nation.
Another interesting point that was addressed during the presentation was the cross reference between national plates or fronterizo plates, and the percentage of shopping. People with national plates tend to spend higher amounts of money during their shopping trips. For the most part, national plate consumers come from far away, and only have the opportunity to shop fewer times, so they spend more during each trip.
The research also uncovered that the typical profile is of a male 36-45 years of age , spending anywhere from $100-$200 per visit. He tends to come shopping with a list of to-do's from family and friends, and shops often. However, that doesn't mean that other family members don't cross the border. Many families come prepared to spend hours waiting in line, usually with blankets and lunch ready, waiting for the treat of coming over to El Paso. These shoppers go everywhere in El Paso, they don't have a particular preference as to where to shop or spend on entertainment.
Dr. Mendoza predicts that the percentage of spending will likely increase over time. This shows once again that it is imperative for businesses to use multicultural marketing practices to know more about their consumers, to better serve them, and to increase their opportunity for profit. She also emphasized that there is still much to be learned and researched about cross border consumers and that this was only the beginning of her research.
If you are interested in finding additional information about the research, please contact Dr. Mendoza at info@merkaconsulting.com.
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