The National Sporting Goods Association (NSGA) released a study, Scouting the Hispanic Market, which revealed that 92 percent of Hispanics consider sports and exercise extremely or very important to their family’s lifestyle (in comparison to 76 percent of non-Hispanics).
“The exploration of the multicultural population is becoming increasingly important each day, and the Hispanic segment is leading the charge,” said NSGA Director of Research and Information Dustin Dobrin. “The possibility of Hispanics becoming a greater percentage of customer bases is very likely, and sporting goods businesses must become more familiar with Hispanic values, attitudes and shopping behaviors to appeal to this segment.”
The NSGA study goes on to explain that Hispanic core values heavily influence the role of sports within the culture and the behaviors during the sporting goods shopping process. “These core values tend to gravitate towards the theme of collectivism, in which behaviors and decisions are often group-oriented with focus on family and close friends rather than on the individual,” said a representative from the organization. “For example, word-of-mouth tends to take a greater role in influencing purchase decisions during the sporting goods shopping process.”
