Influences on Consumer
- Culture (art, literature, history, clothing, values)
- Social Class
- Brand Communities (Apple, Harley Davidson)
What kind of cultural features are important for mexican customer?
How do values of a mexican differ from an american?
How does it show in gastronomy?
How does family influence the consumers?
16.68% of GDP of our state corresponds to trade, restaurants and
7.5% of total GDP corresponds to state of N.L. (D.F. 17.7%, State of
Mexico 9.2%, Jalisco 6.3%)
Two municipalities –Garza García and Guadalupe have the lowest rates of
poverty on nationwide level.
The average wage in N.L. Is $118,432 pesos per year (nation media
Reflects family situation, values, income and other feature.
The trend of decreasing natality is a worldwide phenomena.
Understanding customers is critical to marketing. VALS™ strengthens
demographic characterizations by explaining the deeper psychological
drivers of consumer behavior.
Complete your survey.
Review of segmentation
Demographics – gender, religion, ethnicity, education, household size
By Life Stage: - age, living situation.
Geographics: urban, rural, north, south, northeast, northwest, municipalities, etc.
Psychographics: ATTITUDES, money, work and leisure, interests, opinions
Behavioral: Product category, brand usage. (Youtube, Facebook, Amazon)
Values and Benefits Based Segmentation: specific problems solved by products,
Brand Communication is designed to address groups of people who are users of
a product or are prospective customers.