HISPANIC AMERICANS CHOOSE WAL-MART AS FAVORITE STORE
ACCORDING TO NOP WORLD STUDY

-- Price and Convenience of National Discount Chains Trumps Specialized Products
and Spanish-Friendly Nature of Local Stores --


NOP World today announced results from its Hispanic OmniTel™ Retail Survey revealing where Hispanic Americans are shopping and why. Asked to name their favorite store, Wal-mart was far and away the top selection at 36% with JCPenney, Sears and Target tying for second place at 4%. While no one specific Hispanic store was selected by a significant percent of consumers, 5% of respondents named a local store that caters to Hispanic Americans as their favorite. (See below for more key findings about the Hispanic retail market.)

What Is NOP World's Hispanic OmniTel?
NOP World's Hispanic OmniTel is a quarterly survey that accepts questions from any company interested in a cost effective measurement of the U.S. Hispanic market, based on 500 nationwide interviews in Spanish and English.

The next Hispanic OmniTel Survey has a deadline of April 6. To participate, visit www.nopworld.com/request/request_products.asp or contact Bruce Barr, Vice President, Omnibus Services at bbarr (at) nopworld.com or (609) 683-6174.

Key Findings From The Hispanic OmniTel Retail Survey

The Hispanic OmniTel Retail Survey was conducted in February 2005 among 500 Hispanic Americans aged 18 and older nationwide via telephone. Respondents were given the choice of completing the survey in English or Spanish.

Asked which factors are most important when deciding where to shop, Hispanic Americans cited the same priorities that other Americans have when choosing retailers--convenience, low prices, and a wide range of merchandise. However, a critical second-tier of priorities that is unique to the Hispanic market is cited by about half of Hispanics as being "very important", including store employees speaking Spanish, products relevant to Hispanic consumers and Spanish language signage.

Digging deeper into the Hispanic market, the study also uncovers significant differences between U.S.-born and foreign-born Hispanic consumers. Foreign-born respondents were significantly more attracted to the tailored offerings of local stores specializing in serving Hispanic customers with 42% saying they often shop in these stores vs. 26% of U.S.-born Hispanics.

For More Information

Additional top line findings from NOP World's Hispanic OmniTel Retail Survey are available at no cost at www.nopworld.com.