LAS PRAGMATICAS ON THE FRONTLINE OF RECESSIONARY CONSUMER REACTIONS.

Of all four shopper segments unveiled in the 2010 Latina Shopper Study conducted by Redbean Society and New American Dimensions, Las Pragmáticas are the group that has felt the greatest impact from the economic crisis of recent years. In sharp contrast to Exploradoras, Digitalistas and Fre$itas, Las Pragmáticas are most definitely acting on their need to be frugal and price conscious in a determined and proactive way. Their spending and relationship to brands reflect the conservatism required of the times we live in.

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