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 Cameroon Phone Number List 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 Ghirardelly, Director of the research firm.
The second channel in which the Mexican spends a large part of his spending is self-service, a channel that has a penetration of 98%, with a ticket of 130 pesos and a frequency of 49 trips a year. It is developed in high and medium SES, which are mainly medium-sized families from the north, southeast and Valley of Mexico, which spend more. In fact, 15% of what is spent in establishments is on promotions, taking care of the home and staff as the main thing.
Door to door or catalog sales is the third channel where Mexicans buy the most. They have a penetration of 92% with an average ticket of $ 43 and a frequency of 42 trips per year. Two units stand out per occasion and in the regions where this channel is more developed is in the West, Center and Southeast, in which $ 8 out of every $ 10 is spent during the week. The basket of this channel is: beverages 49%, personal care 31%, food 14%, dairy 4%, Home care 2%. Only 4% of what is spent on the channel is on promotions. The missions of purchase of immediate consumption and proximity stand out. The NSE D- / E stands out; the buyer’s profile is housewives over 35 years old.
For example, Personal Care, which is a basket developed door-to-door, is gaining importance in self-services. “Households that tend to buy beauty Phone Number List 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.
