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Psychographic analysis of the Mexican (Spanish)

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

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

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Citation

Leon and Olabarri (1992a, September 01). Validity of consumer predicting variables used in marketing research (Spanish). ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/validity-of-consumer-predicting-variables-used-in-marketing-research-spanish-


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

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Citation

Mizrahi and Calvo (1999a, June 15). Public opinion migrants, brand migrants (Spanish). ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/public-opinion-migrants-brand-migrants-spanish-


Research Papers

Geodemographics and its application to the study of consumers (Spanish)

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Daniel Baez Ortega, Guido Romo Costamaillere

 

June 15, 1997

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Citation

Ortega and Costamaillere (1997a, June 15). Geodemographics and its application to the study of consumers (Spanish). ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/geodemographics-and-its-application-to-the-study-of-consumers-spanish-


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Citation

Nadelsticher and Rivero (1992a, September 01). Psychographic analysis of the Mexican (Spanish). ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/geodemographics-and-its-application-to-the-study-of-consumers-spanish-