【正文】 o Paulo Average number of items consumers claim to memorize the price on to assess retailer prices Different consumers have different KVIs, as a result an individual store can have up to 100 KVIs* 46 OUR SURVEY HAS IDENTIFIED ABOUT 500 KVIs IN EACH METROPOLITAN REGION – ONLY ABOUT 150 ARE COMMON TO MULTIPLE SEGMENTS… Number of different KVIs mentioned – spontaneous responses 488406344327307150139130 147154638 545 474 474 461 Buenos Aires Bogot225。 (COP) 1 . 2 5 01 . 7 5 02 . 2 5 025 50 75 100Mexico (MXN) 30045060025 50 75 100Buenos Aires (ARS) Quality HIBH Range Avid BH Indifferent Quality HIBH Indifferent Avid BH Range Quality HIBH Range Indifferent Avid BH HIBH Quality Indifferent Avid BH Range Quality HIBH Indifferent Avid BH Range ?Quality seekers and High ine bargain hunters spend more than any other segment across all markets and generally have the highest loyalty ratio ?Avid bargain hunters and range seekers on a budget tend to spend less than all other segments and are also less loyal customers ?On average, S227。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 Hunters Indifferent shoppers on a budget Quality seekers and time savers Highine bargain hunters RELATIVE SIZE OF THE SEGMENTS IN THE REGION 100% = 2,818 Number of respondents Source: Consumer survey Rangeseekers on a budget 23 THE MARKETS SHOW SIGNIFICANT DIFFERENCES IN SEGMENT BREAKDOWN %, number of respondents Quality seekers and time savers Range seekers on a budget Indifferent shoppers on a budget Avid bargain hunters S. Paulo B. Aires Mexico Santiago Bogot225。 ? 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。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。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