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Psychographic analysis of the Mexican

Date of publication: September 1, 1992

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Company: Nestlé

Authors: Abraham Nadelsticher, Fausto Rivero

Abstract:

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were the following: a. We segmented Mexican population into 14 groups (typologies). We broke with the stereotype of Mexican women: submissive and unselfish; and with the stereotype of the Mexican "macho". Some "niches" in the coffee market were found. We discovered some brands of coffee with undefined positioning.

Abraham Nadelsticher

Author

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Fausto Rivero

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Research Papers

Segmenting consumers world-wide

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Howard R. Moskowitz

 

September 1, 1996

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Citation

Moskowitz, H. R. (1996a, September 01). Segmenting consumers world-wide . ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/segmenting-consumers-world-wide--4832


Research Papers

Problems of quota definition for non-random surveys

Catalogue: Seminar 1973: Fieldwork, Sampling And Questionnaire Design

Author: Marc Deroo

Company: KANTAR TNS Malaysia

October 1, 1973

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Citation

Deroo, M. (1973a, October 01). Problems of quota definition for non-random surveys. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/problems-of-quota-definition-for-non-random-surveys


Research Papers

The use of modelling for public opinion polls

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: Oscar Carrari

 

June 15, 1999

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Citation

Carrari, O. (1999a, June 15). The use of modelling for public opinion polls. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/the-use-of-modelling-for-public-opinion-polls


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Citation

Nadelsticher and Rivero (1992a, September 01). Psychographic analysis of the Mexican. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/the-use-of-modelling-for-public-opinion-polls