This document discusses influences on consumer decision making in Mexico. It analyzes cultural, social, demographic, and psychological factors. Culturally, values differ between Mexican and American consumers and are reflected in gastronomy. Socially, family and social class influence consumers. Demographically, two cities in Nuevo León have low poverty rates and the average wage is higher there. Psychologically, perceptions, emotions, needs, and lifestyle segments like VALS influence consumer behavior. Understanding these factors is important for effective brand communication and segmentation strategies.

1. Analysis of the
Consumer and
Customer for the
Design of
Communications

2. Source: Advertising & IMC: Principles and Practice, 2014

3. Influences on Consumer
Decision Making
Social/Cultural Influences:
- Culture (art, literature, history, clothing, values)
- Social Class
- Family
- Demographics
- Brand Communities (Apple, Harley Davidson)
What kind of cultural features are important for mexican customer?
How do values of a mexican differ from an american?
How does it show in gastronomy?
How does family influence the consumers?

4. Division of social classes
Source: Amai.org

5. Social Classes in Mexico
Source: Amai.org

6. Social Classes Contrasts
Source: Amai.org

7. State: Nuevo León -
Demographics
http://www.nl.gob.mx/?P=nl_poblacion

8. Demographics N.L.
16.68% of GDP of our state corresponds to trade, restaurants and
tourism.
7.5% of total GDP corresponds to state of N.L. (D.F. 17.7%, State of
Mexico 9.2%, Jalisco 6.3%)
Two municipalities –Garza García and Guadalupe have the lowest rates of
poverty on nationwide level.
The average wage in N.L. Is $118,432 pesos per year (nation media
$99,114)
Source: Cuentame.inegi.org

9. Lifestyle
Reflects family situation, values, income and other feature.
Example:
Hipster
Fashionista
Students
Office employee
Government employee
Businessman/Businesswoman
Yuppie
Older generation
The trend of decreasing natality is a worldwide phenomena.

10. VALS
Lifestyle: VALS
Understanding customers is critical to marketing. VALS™ strengthens
demographic characterizations by explaining the deeper psychological
drivers of consumer behavior.
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
Complete your survey.
http://www.strategicbusinessinsights.com/vals/presurvey.shtml

11. VALS

12. VALS 2
http://www.d.umn.edu/~rvaidyan/mktg4731/v
als2tbl.htm

13. Psychological Influences
Perception and State of Mind:
- Past experiences with the brand
- Influence of emotions: anger, fatigue, hunger, lethargy.
- Needs and Wants: Maslow Hierarchy

14. Abraham Maslow Hierarchy
Google.com

15. Mix of segmentation

16. Review of segmentation
Demographics – gender, religion, ethnicity, education, household size
By Life Stage: - age, living situation.
Geographics: urban, rural, north, south, northeast, northwest, municipalities, etc.
Psychographics: ATTITUDES, money, work and leisure, interests, opinions
Behavioral: Product category, brand usage. (Youtube, Facebook, Amazon)
Values and Benefits Based Segmentation: specific problems solved by products,
benefits.
Brand Communication is designed to address groups of people who are users of
a product or are prospective customers.

17. Consumer Decision Making

18. Mc Donald’s Segmentation
Strategies
https://www.youtube.com/watch?v=RcRFBVIvJHw

19. References
1) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and
Practice. 10th Ed. Prentice Hall
2) http://www.amai.org
3) http://www.nl.gob.mx/?P=nl_poblacion
4) http://cuentame.inegi.org.mx/monografias/informacion/nl/poblacion/default.asp
x?tema=me&e=19
5) http://www.strategicbusinessinsights.com/vals/ustypes.shtml
6) http://www.d.umn.edu/~rvaidyan/mktg4731/vals2tbl.htm
7) http://www. google.com
8) https://www.youtube.com/watch?v=RcRFBVIvJHw