Page 55 - SYF Hispanic Playbook_WorkingDraft (1)

• 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

Credit cards and financing options are generally left for bigger purchases.

Store credit cards are not necessarily the payment method of choice, generally

because of weak awareness and, in the case of customers who were aware, the
perception that store credit cards had higher interest rates than “general” cards.

• Participants who had obtained an auto parts store card did so for the initial

discounts or interest rates offered, but in time opted to use other cards
because of the higher interest rates in these cards and a lack of awareness of
added benefits for these cards over their bank or network-issued credit cards.

• For a card to be appealing, it would have to offer benefits that are superior to
those offered by general credit cards, be it in terms of the interest rates or
rewards offered, otherwise there is no additional perceived benefit over their

other credit cards.

Service and location, not cultural connection, are the main reasons for visiting a
particular store.