Resumen

FLORES-RUEDA, Isabel Cristina; SANCHEZ-MACIAS, Armando; PENALOSA-OTERO, Mónica Eugenia  y  CHEVERRIA-RIVERA, Sofía. Are you what you pay? Analysis of price knowledge and consumer profiles. Retos [online]. 2024, vol.14, n.27, pp.69-83. ISSN 1390-8618.

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.

Palabras clave : pricing strategy; retail management; multivariate analysis.

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