ES UN APRESENTACIÓN EN INGLES DEL PERFIL DEL CONSUMIDOR MEXICANO A NIVEL RETAIL. INCLUYE LOS INSIGHTS DE ELLOS Y SUS EXPECTATIVAS Y CAMBIOS RECIENTES.

2. Profile of the Standard MexicanConsumer. 2010. Retail Presentedby: M. A. Ángel Sánchez Mejorada Z.

4. Migration. Traveling. Fusion

5. Internet purchasingpower

6. Individualistbutaffiliative

7. Uniqueness

8. Limitedand personalizedproducts (tailormade)

9. «styles of life» marketsegmentation

10. Expenses orientedbutsavingsconcernMarketstructure

12. Relational marketing. Customer decides thebuy, notthecompany

13. On line purchasing «pricelooking» consumer

14. Lookinggoodquality/lowpricesproducts, is a «proud» to be toldtofriends and relatives

15. Considersthebuying as anesentialpart of his/herlifeMarketstructure

17. POINT OF PURCHASE

18. SOCIO-ECONOMICAL STATUSMarketing Variables

20. By 2008 a 51% of sales at retaillevelwhichmeans more than 90,000 million pesos (roundly 7,800 million USD at may -to date- averageexchangerate) were expended in januarybymexicanconsumersbyusingcreditcards

21. Total retail sales in January 2008 amounted 175,000 million pesos (roundly 15,100 million USD)

22. By June 2008 more than 12.5 millioncreditcardswereused as a paymentway in themarket. Theaverageamountbyoperationwas 700 pesos, yearlytheamountis more than 14,000 pesos bycardholderMarketing Variables

23. Marketing Variables. Wholesalestores

25. Peoplethinksthat a speedbuyisbetter, bythemselvesinsteadaskanemployeetoassistthem. «Thisis a loosing time task»

26. Strictlyspeakingthismeans a lack of servicebycompaniesbecausecustomerdoesnotappreciatethat

27. So itisanadvantage/disadvantagetopic.

28. Advantage: customer decides thebuyingbyhimself, so isdirectlyexposedtothecompany´sstrategy. Impulse buying.

29. Disadvantage: thestrategyisfocusedonprice and speed at thecashier, notontheservice (quality)Marketing Variables. Wholesalestores

30. Then… theconsumerwantsthatthebrand… «¡stayherewhen I want !» Or «¡I wanteverythingimmediatly!» Marketing Variables. Wholesalestores

32. Alsothoseclients are lookingforwarm and congeniality in theattitude of attendees. Theseconceptsmeans a personalizedrelation of «uniqueness». As a sampletheTELCELcellularcompany slogan «withyoueverywhere»Marketing Variables. Wholesale stores

34. The 24/7 storesystemswasrapidlyadoptedbyconsumers, whichmeanstheincrease of sales at wholestores

35. Qualitativeattributes are more desireableMarketing Variables. Wholesalestores

37. Tocounterattackthestoresmakeeffortstoincreaseservicelevels as: extended businesshours, paymentoptions -even a bank office inside-, ownbankoffices (e.g.: Walmart), more directcontactwithconsumers-bycellor Internet-. AllthementionedtogenerateinterruptedbuyingactionsMarketing Variables. Wholesalestores

39. Zara (clothingindustry)

40. Walmart (wholesarestores)

41. New status symbols, lookingfor «pleasure» whileusing/consumingproductdorservices. Specially at thehigherstauscustomer

42. LoweffectivenessoncreatingclientfidelityMarketing Variables. Pragmaticcustomer How toget fidelity?

44. Impulsive

45. Fanciful

46. Moody

47. Receptive

48. Adopter

49. Impatient

50. Desire/pleasureorientedHow tosatisfyit? Marketing Variables. Pragmaticcustomer

51. Yesterday: Thepurchaeproductwastheclient´sreward Today: Thegoodexperiencebychoosing a product/serviceistheclient´sreward Marketing Variables

53. Thepurchasepower of themediumclass and D+ levels has beenraised

54. Theassortment of products (buyingoptions) at thepoint of purchaseis more desirablethanpriceto decide a purchase

55. Thegrowing of convenience and minisuperstoresgrown 85% from 1999 to 2006, higherthanwholesalestores (21%)Marketing Variables. Nielsen «Cambios en el Mercado mexicano»

57. Only a 37% of themisexpectingtohave a betteremployment in thefuture

58. However, instead of thenegative panorama, half of themexicans are expectingtosave more money in thefuture

59. Thequantity of productsbought at wholesalestores has beendecreased, butnottheamountsspent

60. Accordingtothe Asociación Nacional de Tiendas de Autoservicio y Departamentales (ANTAD), the sales in real termshavefailed a 7% fromthepreviousyearMarketing Variables. Wholesalestores

62. In Mexicothe general consumptionlevelisdecreasing, specially in theclothingmarket (as far as december 2008 -high sales season-, the sales at specializedclothingstoresfailedby 15% fromthelastyearindicators. Byjanuary 2009 followedthedecreasingtrend plus anadditional 5% decreaseMarketing Variables. Wholesalestores

64. Wellinformed

65. Criticaltomakebuyingdecisions

66. Health and sustainabilityconscious (considernutritionalbenefits and environmentalcare in theproducts/servicesacquired)

67. They are price and seasonalbargains «hunters» butlookingforgoodprice/quality in terms of products and sevicelevel

68. So, the time tomake a buyingdecisionislonger and need more and betterinformation, relatedtonotonlybuybutobtain more benefitsMarketing Variables. Wholesalestores

69. «Bueno, bonito y barato»… y de buen modo Marketing Variables. Wholesalestores (good, nice and cheap… and in a goodmood) whichis a traditionalsaying in Mexico

71. 66% of consumerspointedoutthat are delayingorreducingtheirbuyings

72. 60% recognizeto look for rebates and use of coupons more frequently

73. They look for: price and promotionsfollowedbyadequacy, assortment, quantity and qualityduringthebuyingdecisionprocess(Institutefor Business Value de IBM.)Consumerhavechanged in theworld… Comparative figures

75. Most of spaniardsgotobuybasedon a list of productsreallyneededbut a 50% of themfinally decide at thecashier, attendingtothe total amount of tickect

76. Alsotheycutsome extra schoolactivities of children, and non neededitems as clothing and gifts

77. So, iddleactivitiesout of home cancelled (e.g.: dinner, drinking, movies, etc.) Consumerhavechanged in theworld… Comparative figures

79. Young adults (20 to35 yearsold), withchildren are preocupated and are willingtosavetheirincome, butifthey are singles (don´thavechildren), act as teenagersConsumerhavechanged in theworld… and in Mexico. May 2009

81. Most of thembuylowerpricebrands in thecathegories: beverages, hygiene and beauty, and lookingfor «generic» brands(supermarkets)

82. As a conclusion, thisstudyremarksthatthemexicanconsumer are lookingformanage more efficientlytheirincometakingactions as:

83. Decreasethespendingon non prioritaryproducts

84. Switchtocheaperbrands

85. Prefer more convenientsize (presentations) of theproductsboughtConsumptiontrends

87. Prefer a quality/lowpriceproductorserviceeven of a non prestigiousbrand

88. Hunter of promotions and bargainstosavemoney

89. Reduce quantity of buyingstoavoidstorage

90. Substitute a brandevenpreferredto reduce spending

91. Optimice and recycleresources (i.e.: foodfromonedayto be part of thetomorrow´smenu at home). Rapid and practicalpreparingfood and optimizing timeFinal consumerprofile

92. A/B C+ C C NSEAMAI 2009 D+ D 54% E