【正文】 shoppers Quality seekers and time savers High ine bargain hunters Super Hyper Discounter Higher ine segments prefer super hyper。 HAVE THE LOWEST LOYALTY RATIO OF ALL MARKETS 6258544034S227。 22403023161818141615251922262016111811151224252381529 29355 Source: Consumer survey, team analysis Overall 583 568 550 551 565 2,818 High ine bargain hunters 100% ? S227。dia ? D ? E ? D1 ? D2 ? E ? D/E ? D ? Clase baja 67% of modern format shoppers in S227。o Paulo ? 600 consumer surveys ? 13 retailers (87% of the market) ? 30 categories (~2,500 SKUs) Mexico City ? 612 consumer surveys ? 6 retailers (90% market share) ? 30 categories (~3,000 SKUs) 4 ONLY CONSUMERS WHO SHOP REGULARLY IN AT LEAST ONE MODERN FORMAT STORE ARE RELEVANT FOR OUR ANALYSIS * Includes hypermarkets, supermarkets, minimarkets and suburban supermarkets Source: Team analysis Considered for our analysis Consumers who only shop in traditional format Consumers who shop in it least one modern format* store regularly ? Typically lowend consumers ? Useful to gain insights on the lowend market, already studied by CCRRC ? Analysis more useful in a study to increase the peration of modern format, what is not the scope of this project ? Primary population of interest for the CCRRC ? Only respondents able to provide answers and crossable data for: – Accuracy of price perception – Price perception drivers for modern format – Effectiveness of promotional activity in price perception building Our sample is representative of modern format shoppers 5 4136232134 years 3549 years 50+ years THE CONSUMER SURVEY IS REPRESENTATIVE OF THE MAIN SOCIOECONOMIC CLASSES AND AGE GROUPS Age * Based on AC Nielsen socioeconomic classification for each market Source: Consumer survey % 401743Middle Low High Socioeconomic class* Results take into account the behavior and attitudes of low ine consumers 6 Source: AC Nielsen, National Marketing Associations of each country COUNTRYLEVEL ACCEPTED STANDARDS GUIDED OUR INCOME LEVEL CLASSIFICATION We adopted the principles suggested by the National Marketing Associations of each country High ine Middle ine Low ine S227。ez DS Chile Gonzalo Restrepo 201。Research launched for: The CocaCola Retailing Research Council Latin America by: McKinseyCompany Inside the minds and pockets of Latin American consumers How consumers build price perception and its impact on retailers THE COCACOLA RETAILING RESEARCH COUNCIL – LATIN AMERICA The CocaCola Retailing Research Council – Latin America (CCRRC LA) is dedicated to developing a better understanding of the food retailing and allied merchandise distribution business in Latin America. It concentrates in identifying and then studying selected relevant issues, presenting its findings to the manufacturing and retailing munities, in order to assist in the development and enhancement of the food retailing business. Latin America Council Members Jonathan Berger CIES USA Howard Butt III HEB Mexico Guillermo D39。241。 ? 673 consumer surveys ? 6 retailers (90% market share) ? 30 categories (~3,500 SKUs) Santiago ? 600 consumer surveys ? 11 retailers (95% market share) ? 30 categories (~3,700 SKUs) Buenos Aires ? 600 consumer surveys ? 11 retailers (70% market share) ? 33 categories (~2,500 SKUs) S227。dia alta ? B ? C ? C2 ? C3 ? C ? C2 ? C3 ? Clase m233。o Paulo is the exception) and stock up once a month ? Normally below average loyalty How do they behave? ? Tend to spend less (~6%) than the market average on groceries Monthly spend Shopping behavior Source: Consumer survey, team analysis ? Typically young, low ine mothers ? Large household (6 or more people) ? Getting good quality products and a large assortment ? Stockingup when they find attractive promotions ? Providing the best possible quality for their family, despite their tight budget What do they not value? ? Sacrificing services for lower prices ? Shopping at upscale stores What do they value? 17 RANGE SEEKERS ON A BUDGET 18 INDIFFERENT SHOPPERS ON A BUDGET ? Typically low/ middle ine ? Tend to spend ~10% less than the market average on groceries ? Tend to rely less on modern format stores – When shopping on modern formats, tend to choose hard discounters How do they behave? ? Tend to shop less frequently ? Display relatively high loyalty to their main grocer store Shopping behavior Monthly spend Format Source: Consumer survey, team analysis ? Sacrifice service for lower prices What do they not value? ? Spending time looking for deals ? Stockingup when they find good promotions ? Reading store pamphlets What do they value? 19 INDIFFERENT SHOPPERS ON A BUDGET 20 QUALITY SEEKERS AND TIME SAVERS How do they behave? ? Highest average basket, ~22% higher than market average spending on grocery shopping ? Rely primarily on modern format stores – Willing to shop more on supermarkets ? Tend to shop less frequently ? Tend to be the most loyal segment in all markets ? Rarely pare prices Shopping behavior Monthly spend Format Source: Consumer survey, team analysis ? Typically high ine consumers ? Small families ? Saving time rather then money ? The convenience of shopping closer to home ? Higher quality, even at higher prices What do they not value? ? Spending time looking for promotions ? Shopping in many stores to pay less What do they value? 21 QUALITY SEEKERS AND TIME SAVERS 22 22%23%19%18%18%Avid Bargain Hun