Page 56 - Synchrony US Hispanic Market Playbook

QUALITATIVE LEARNINGS

Empowerment through language and education, as well as increased product
awareness, are key untapped opportunities for Synchrony to grow customer
engagement in this category.

Price research is essential in this category, particularly when bigger parts or services

are involved.

 Most of the participants will check in multiple places, physically or online, before
deciding what works out best for them.

“I’ll first call O’Reillys or AutoZone to ask for the price. If I don’t find it
economical, I’ll search online. If it’s the same price, I’ll go to the store” –
Gabriela

 Getting a fair price tends to be of particular concern for women customers, who
tend to be wary of auto parts stores, partly because of the concern that they will
be taken advantage of.

“When I go into an AutoZone or Pep Boys I like to go with my husband or
Dad. I’m not very knowledgeable with cars and I don’t want to feel
they’re tricking me into buying something more than I have to. It’s
something [like] my Dad put into me: ‘No, don’t go there’ or ‘They’re

robbing you, I can get it somewhere else’. Sometimes if I do see a lot of
males, then I’ll be like ‘Ok Daddy, go get it for me’.” - Sandra

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