Psychographic analysis of the Mexican (Spanish)

Date of publication: September 1, 1992

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.

  • PDF
  • This could also be of interest
The consumption pioneers Authors: Jan Stapel
The consumption pioneers Authors: Jan Stapel
The consumption pioneers (French) Authors: Jan Stapel
Consumers typology Authors: Mary Zeldenrust-Noordanus
Consumers typology (French) Authors: Mary Zeldenrust-Noordanus
Analysis tendencies of our time Authors: Peter Smolensky
Study of a previsional model for industrial good demand Authors: Gian Mario Rossignolo
The concept of reference-group and group influence patterns Authors: Giampaolo Fabris
A method of market segmentation Authors: Jean Michel Agostini
An over-all measurement of advertising effectiveness Authors: Charles W. Clunies-Ross