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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

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Fausto Rivero

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Psychographic analysis of the Mexican

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Abraham Nadelsticher, Fausto Rivero

Company: Nestlé

September 1, 1992

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Nadelsticher and Rivero (1992a, September 01). Psychographic analysis of the Mexican. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/psychographic-analysis-of-the-mexican


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Nadelsticher and Rivero (1992a, September 01). Psychographic analysis of the Mexican (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/psychographic-targets-after-an-economic-crisis