(可口可乐公司市场分析ppt英文版)Inside the minds and pockets of.pptx

Inside the minds and pockets of Latin American consumersHow consumers build price perception and its impact on retailers;THE COCA-COLA RETAILING RESEARCH COUNCIL – LATIN AMERICA;REVIEWING THE STUDY GOALS AND OBJECTIVES;;CONSUMER SURVEY DETAILS;ONLY CONSUMERS WHO SHOP REGULARLY IN AT LEAST ONE MODERN FORMAT STORE ARE RELEVANT FOR OUR ANALYSIS;21-34 years; Source: AC Nielsen, National Marketing Associations of each country;;CONSUMERS IN LATIN AMERICA CAN BE SPLIT INTO FIVE MAIN SEGMENTS;;…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;RANGE SEEKERS ON A BUDGET;RANGE SEEKERS ON A BUDGET;;INDIFFERENT SHOPPERS ON A BUDGET;QUALITY SEEKERS AND TIME SAVERS;QUALITY SEEKERS AND TIME SAVERS;Avid Bargain Hunters;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 ATTRACTIVE THAN OTHERS;BUENOS AIRES AND BOGOTá HAVE THE LOWEST LOYALTY RATIO OF ALL MARKETS;SHOPPING BEHAVIOR BY SEGMENT AND MARKET;WHERE THE DIFFERENT SEGMENTS SHOP;SOME RETAILERS “ATTRACT” DISPROPORTIONATE SHARE OF CERTAIN SEGMENTS (1/3);SOME RETAILERS “ATTRACT” DISPROPORTIONATE SHARE OF CERTAIN SEGMENTS (2/3);SOME RETAILERS “ATTRACT” DISPROPORTIONATE SHARE OF CERTAIN SEGMENTS (3/3);McKINSEY PROPRIETARY RESEARCH IDENTIFIED SEVEN SEGMENTS IN THE U.S. GROCERY RETAIL MARKET;;;;HOW DO CONSUMERS DEVELOP THEIR PRICE PERCEPTION?;THERE ARE SEVERAL POTENTIAL DRIVERS OF PRICE PERCEPTION;PRICE PERCEPTION IN LATIN AMERICA IS DRIVEN MAINLY BY TWO ELEMENTS;DRIVERS OF PRICE PERCEPTION BY METROPOLITAN REGION;DRIVERS OF PRICE PERCEPTION BY SEGMENT;;;;KVIs ARE A SHORTCUT F