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.
Research Papers
Validity of consumer predicting variables used in marketing research (Spanish)
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jose Luis Leon, Elena Olabarri
 
September 1, 1992
Research Papers
Public opinion migrants, brand migrants (Spanish)
Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Alain Mizrahi, Juan Jose Calvo
 
June 15, 1999
