abstract

• the present research addresses the diversity of traits in the Mexican retail market, aiming to find fundamental common attributes among consumers in retail stores. Aim: To examine differences in preferences among various consumer segments regarding pricing strategies implemented by a supermarket and their role in fostering a transformative experience. Five prosperous consumer segments are highlighted: i) myopic switcher light, ii) strategic switchers light, iii) myopic switchers heavy, iv) strategic loyal heavy, and v) myopic loyal light. The application of the segmentation approach allows decision-makers to discern more accepted strategies in each segment, easing an understanding of how to effectively address the distinctive characteristics of consumers. This informed approach supplies a valuable framework for specialists and marketing decision-makers, enabling them to adapt specific strategies grounded regarding the diverse preferences exhibited by consumers in the Mexican retail sector. The research highlights the feasibility of adopting market segmentation-based pricing strategies in various regions, providing practical milestones to streamline the implementation of pricing tactics in the Mexican retail context.

authors

• Cheverría Rivera Sofía
• Flores Rueda Isabel Cristina
• Sánchez Macías Armando

publication date

• 2024-01-01

published in

• Retos(Ecuador)  Journal

keywords

• multivariate analysis; pricing strategy; retail management

Digital Object Identifier (DOI)

• 10.17163/ret.n27.2024.05

PubMed ID

start page

• 67

end page

• 80

volume

• 14

issue

• 27