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《可口可乐市场分析Inside the minds and pockets of Latin American consumers》.ppt
Inside the minds and pockets of Latin American consumers How consumers build price perception and its impact on retailers THE COCA-COLA RETAILING RESEARCH COUNCIL – LATIN AMERICA The Coca-Cola Retailing Research Council – Latin America (CCRRC - LA) is dedicated to developing a better understanding of the food retailing and allied merchandise distribution business in Latin America. It concentrates in identifying and then studying selected relevant issues, presenting its findings to the manufacturing and retailing communities, in order to assist in the development and enhancement of the food retailing business. REVIEWING THE STUDY GOALS AND OBJECTIVES THE STUDY LEVERAGED THREE MAIN SOURCES OF INFORMATION CONSUMER SURVEY DETAILS ONLY CONSUMERS WHO SHOP REGULARLY IN AT LEAST ONE MODERN FORMAT STORE ARE RELEVANT FOR OUR ANALYSIS THE CONSUMER SURVEY IS REPRESENTATIVE OF THE MAIN SOCIO-ECONOMIC CLASSES AND AGE GROUPS COUNTRY-LEVEL ACCEPTED STANDARDS GUIDED OUR INCOME LEVEL CLASSIFICATION KEY TAKEAWAYS FROM STUDY CONSUMERS IN LATIN AMERICA CAN BE SPLIT INTO FIVE MAIN SEGMENTS WE RAN A TWO-STAGE CLUSTER ANALYSIS COMBINING ATTITUDINAL AND SOCIO-DEMOGRAPHICS ELEMENTS… …ALLOWING THE IDENTIFICATION OF SOME CONSUMERS TO WHICH SEGMENT THEY BELONG INCLUDING A HANDFUL OF ATTITUDINAL STATEMENTS, ONE CAN IDENTIFY MOST CONSUMERS AVID BARGAIN HUNTERS AVID BARGAIN HUNTERS HIGH INCOME BARGAIN HUNTERS HIGH INCOME BARGAIN HUNTERS RANGE SEEKERS ON A BUDGET RANGE SEEKERS ON A BUDGET INDIFFERENT SHOPPERS ON A BUDGET INDIFFERENT SHOPPERS ON A BUDGET QUALITY SEEKERS AND TIME SAVERS QUALITY SEEKERS AND TIME SAVERS RELATIVE SIZE OF THE SEGMENTS IN THE REGION THE MARKETS SHOW SIGNIFICANT DIFFERENCES IN SEGMENT BREAKDOWN DETAILED SEGMENT DESCRIPTION – S?O PAULO ALTHOUGH OTHER FACTORS VARY IN RELEVANCE, LOCATION AND PRICE ARE THE TWO MOST IMPORTANT FACTORS FOR ALL SEGMENTS BUT SEGMENTS VARY WIDELY IN THE FREQUENCY OF PRICE COMPARISON FROM RETAILERS’ STAND POINT, SOME SEGMENTS APPEAR TO BE MORE AT
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