Favorite channels of the Mexican consumer

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Favorite channels of the Mexican consumer

At present, Mexicans have chosen to continue promoting poor personal financial planning and cling to ant expenses, either because of the country’s current economy or because they do not know how to buy. That is why Mexico was under the scrutiny of several investigations, since the Cyprus Phone Number Database main consumption channels are 16, although not all of them are of great importance. At present, Mexicans have chosen to continue promoting poor personal financial planning and cling to ant expenses, either because of the country’s current economy or because they do not know how to buy. That is why Mexico was under the scrutiny of several investigations, since the main consumption channels are 16, although not all of them are of great importance. In a weekly survey carried out over six years by the research firm Kantar Worldpanel México, it was identified that in 2013 three sales channels were detected in which 8,500 Mexican households invest their money.

According to figures from the Kantar Worldpanel Mexico survey, the first place is occupied by the corner store or better known as the traditional channel, where 35% of the spending of Mexican households is made in establishments near their homes and that is why it achieves 217 trips in a year per household. “Soft drinks, milk, cookies, snacks, packaged bread is why most people go to the little store. Few things are usually bought on each trip, an average of three units, so it is common for the housewife to go alone on most trips (42%) ”, explained Fabián Ghirardelli, Director of the research firm.

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El segundo canal en el cual el mexicano deja gran parte de su gasto es en los autoservicio, canal que cuenta con una penetración del 98%, con un ticket de 130 pesos y una frecuencia de 49 viajes al año. Está desarrollado en NSE alto y medios que son principalmente familias medianas del norte, sureste y Valle de México, las cuales gastan más. De hecho, 15 % de lo que se gasta en establecimientos es en promociones, teniendo como principal mira el cuidado del hogar y el personal.

Puerta a puerta o ventas por catálogo es el tercer canal donde compra más el mexicano. Tienen una penetración del 92% con un ticket promedio de $43 y una frecuencia de 42 viajes al año. Destacan dos unidades por ocasión y en las regiones donde está más desarrollado este canal es en occidente, centro y sureste, en los cuales $8 de cada $10 se gastan entre semana. El canasto de este canal es: bebidas 49%, cuidado personal 31%, alimentos 14%, lácteos 4%,Cuidado del hogar 2%. Sólo un 4% de lo que se gasta en el canal es en promociones. Destacan las misiones de compra de consumo inmediato y proximidad. Sobresale el NSE D-/E; el perfil del comprador son amas de casa mayores de 35 años.

For example, Personal Care, which is a basket developed door-to-door, is gaining importance in self-services. “Households that Phone Number List tend to buy beauty products by catalog tend to buy more expensive brands and do so more frequently, but not everything they buy personal care is in this channel, 80% of their spending is done in other channels,” he points out. Ghirardelly from Kantar Worldpanel México. As can be seen, the traditional channel and ant expenses continue to be preferred by the Mexican consumer, which is why brands, no matter how small, and that are advertised in the main consumer channels, must plan better advertising strategies and marketing in order to address the audience they want to reach.

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