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1、InsidethemindsandpocketsofLatinAmericanconsumersHowconsumersbuildpriceperceptionanditsimpactonretailers THECOCA COLARETAILINGRESEARCHCOUNCIL LATINAMERICA TheCoca ColaRetailingResearchCouncil LatinAmerica CCRRC LA isdedicatedtodevelopingabetterunderstandingofthefoodretailingandalliedmerchandisedistri
2、butionbusinessinLatinAmerica Itconcentratesinidentifyingandthenstudyingselectedrelevantissues presentingitsfindingstothemanufacturingandretailingcommunities inordertoassistinthedevelopmentandenhancementofthefoodretailingbusiness LatinAmericaCouncilMembersJonathanBergerCIESUSAHowardButtIIIHEBMexicoGu
3、illermoD AndreaCouncilResearchDirectorAnaMariaDinizGrupoPaodeAcucarBrazilPauloGoelzerIGA Inc BrazilAntonioCotoGutierrezDiaInternacionalArgentinaTimHammondsFMIUSANicol sIb ezD SChileGonzaloRestrepo xitoColombiaEduardoCastroWrightWal MartMexico REVIEWINGTHESTUDYGOALSANDOBJECTIVES Understandthedriverso
4、fconsumerpriceperceptioninLatinAmerica Overallgoalsandfocuslevel Specificobjectives Understandtheimplicationsofpricingapproachesonretailersandmanufacturers Source Teamanalysis 10 ofstudyfocus 90 ofstudyfocus THESTUDYLEVERAGEDTHREEMAINSOURCESOFINFORMATION ACNielsenconductedthefocusgroupsinS oPauloand
5、thefieldresearchinallfivemarketsSource Teamanalysis 15in depthinterviewswithexecutivesofkeyretailersintheregion Methodology QualitativesurveyFocusgroupstotestinitialhypothesisQuantitativesurvey 3 000 30 minuteinterviews CorrelateconsumerresearchresultswithACNielsenscantrackinformation Understandreta
6、ilerperspectiveonconsumerpriceperception Objective CaptureinsightsonconsumerpriceperceptionSegmentconsumers EnrichfindingswithACNielsenproprietarydatabasesMatchpriceperceptionwithactualprices In depthinterviews Consumersurvey ACNielsendatabase CONSUMERSURVEYDETAILS Source ACNielsen teamanalysis ONLY
7、CONSUMERSWHOSHOPREGULARLYINATLEASTONEMODERNFORMATSTOREARERELEVANTFOROURANALYSIS Includeshypermarkets supermarkets mini marketsandsuburbansupermarketsSource Teamanalysis Consideredforouranalysis Consumerswhoonlyshopintraditionalformat Consumerswhoshopinitleastonemodernformat storeregularly Typicallyl
8、ow endconsumersUsefultogaininsightsonthelow endmarket alreadystudiedbyCCRRCAnalysismoreusefulinastudytoincreasethepenetrationofmodernformat whatisnotthescopeofthisproject PrimarypopulationofinterestfortheCCRRCOnlyrespondentsabletoprovideanswersandcrossabledatafor AccuracyofpriceperceptionPricepercep
9、tiondriversformodernformatEffectivenessofpromotionalactivityinpriceperceptionbuilding Oursampleisrepresentativeofmodernformatshoppers 21 34years 35 49years 50 years THECONSUMERSURVEYISREPRESENTATIVEOFTHEMAINSOCIO ECONOMICCLASSESANDAGEGROUPS Age BasedonACNielsensocio economicclassificationforeachmark
10、etSource Consumersurvey Middle Low High Socio economicclass Resultstakeintoaccountthebehaviorandattitudesoflowincomeconsumers Source ACNielsen NationalMarketingAssociationsofeachcountry COUNTRY LEVELACCEPTEDSTANDARDSGUIDEDOURINCOMELEVELCLASSIFICATION WeadoptedtheprinciplessuggestedbytheNationalMarke
11、tingAssociationsofeachcountry S oPaulo BuenosAires MexicoD F Santiago Bogot KEYTAKEAWAYSFROMSTUDY LatinAmerica diversityofconsumers andnotjustinthedepthoftheirpocketsThefewkeyleversthatmatterinbuildingpriceperception andtheonethatdoesn tConsumers mostly gettingitrightintheirsearchforvalueRetailersha
12、veanopportunitytogetitrightmoreoftenintheirsearchforabetterpriceproposition CONSUMERSINLATINAMERICACANBESPLITINTOFIVEMAINSEGMENTS Source Consumersurvey teamanalysis Avidbargainhunters Investalotoftimeandarewillingtovisitmultiplestoresforthebestdeals Qualityseekersandtimesavers Willingtopayaslightpri
13、cepremiumtosavetimeandhaveaccesstohighqualityproducts Indifferentshoppersonabudget Donotcareaboutshopping henceinvestlittletimeinit Range seekersonabudget Wanttobringhomethebestqualityproducts butlimitedbyatightbudget Highincomeconsumerswhoarewillingtovisitmultiplestorestofindthebestdeals High incom
14、ebargainhunters WERANATWO STAGECLUSTERANALYSISCOMBININGATTITUDINALANDSOCIO DEMOGRAPHICSELEMENTS Notethatnoneoftheelementsareunique however thismethodologyprovidesmanagerswithunprecedentedcontrolovertheprocess byallowingmaximummanagerialinputandthetestingofearlyhypothesisSource Teamanalysis Sampleof3
15、 084consumersin5countries Twomainsegmentationdrivers Attitudinalelements mostcommonmethod CleanandintuitiveattitudesacrossallsegmentsLacksactionability difficulttofindconsumers Selected4mostrobustscenariosCrossedwithshoppingbehaviorKeybuyingfactorsAveragemonthlyspendFormatofmainstore Socio economic
16、demographicsSimplewaytosegment facilitateidentificationLacksinsightsanddoesnotreflectattitudes Two stageclusteranalysisCombinesbothmethodologiestoreachmeaningfulandactionablesegmentsProcess developedandrefinedbyMcKinseyexpertsforsegmentationswithstrategicobjectives Ran20 statisticallyrelevantscenarios Selected1scenariowith5clusters ALLOWINGTHEIDENTIFICATIONOFSOMECONSUMERSTOWHICHSEGMENTTHEYBELONG Source Teamanalysis LowincomelevelAge21 34yearsoldOnlyonepersononthehousehold MiddleincomelevelLargeh
