Family is her top priority.
Family is numero uno. Everything she does, she does for them. For her, the sign of success is a happy family. Things that are important include: children having a better life then they did, protecting children from bad things and making sure that children are always happy.
She’s stressed!
Mom’s have an important role in Hispanic households. They are the planners and social chairs of their family. Time is a huge factor, she’s juggling kids, sometimes work, language difficulties, and balancing two worlds for herself and her kids.
She faces the biggest information gaps.
Because of language, cultural and social barriers, unacculturated Hispanic moms often lack information on things such as health care, finances, and how the U.S. education system works
She values expert opinions.
A recent study indicated that the top 3 factors considered when choosing a brand for their family were: doctor recommendations, companies spoke to them as moms in their marketing messaging (but not necessarily Hispanic moms) and that they gave back to the community.
Moms rule!
The Hispanic family dynamics are such that moms are not only the shopping gatekeepers but also the information gatekeepers. Husbands lean on them for their opinions on purchases. Kids do influence the purchasing decision but know that moms make the final decision.
