【文章內(nèi)容簡介】 ingup 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。 22403023161818141615251922262016111811151224252381529 29355 Source: Consumer survey, team analysis Overall 583 568 550 551 565 2,818 High ine bargain hunters 100% ? S227。o Paulo and Buenos Aires have a disproportional share of “Bargain hunters segments ? “Quality seekers and time savers” are more relevant in Santiago and Bogot225。 24 DETAILED SEGMENT DESCRIPTION – S195。O PAULO Number of respondents, R$ 000, % Source: Consumer survey, team analysis 182189221640391114Avid bargain hunters $ spend Range seekers on a budget Indifferent shoppers on a budget Quality and time High ine bargain hunter Number of consumers Range seekers on a budget ? Average spend: R$ 500 ? Monthly visits to modern format: 16 ? Share of wallet of main retailer: 63% ? Ine level – High: 0% – Medium: 70% – Low: 30% Quality seekers and time savers ? Average spend: R$ 543 ? Monthly visits to modern format: 10 ? Share of wallet of main retailer: 74% ? Ine level – High: 20% – Medium: 75% – Low: 5% Indifferent shoppers on a budget ? Average spend: R$ 327 ? Monthly visits to modern format: 8 ? Share of wallet of main retailer: 71% ? Ine level – High: 6% – Medium: 63% – Low: 32% High ine bargain hunters ? Average spend: R$ 516 ? Monthly visits to modern format: 11 ? Share of wallet of main retailer: 55% ? Ine level – High: 34% – Medium: 66% – Low: 0% 249 565 ? Store format – Hyper: 47% – Super: 19% – Disc.: 35% ? Store format – Hyper: 57% – Super: 3% – Disc.: 40% ? Store format – Hyper: 77% – Super: 12% – Disc.: 11% ? Store format – Hyper: 79% – Super: 12% – Disc.: 10% Avid bargain hunters ? Average spend: R$ 429 ? Monthly visits to modern format: 7 ? Share of wallet of main retailer: 55% ? Ine level – High: 0% – Medium: 66% – Low: 33% ? Store format – Hyper: 55% – Super: 14% – Disc.: 32% Significant deviations from average Bold = Market average ? Average spend: R$ 441 ? Monthly visits to modern format: 9 ? Share of wallet of main retailer: 62% ? Ine level – High: 10% – Medium: 67% – Low: 23% ? Store format – Hyper: 60% – Super: 12% – Disc.: 28% 25 ALTHOUGH OTHER FACTORS VARY IN RELEVANCE, LOCATION AND PRICE ARE THE TWO MOST IMPORTANT FACTORS FOR ALL SEGMENTS Source: Consumer survey Location Promotions Quality of perishable products Assortment Overall product quality Indifferent shoppers on a budget Rangeseekers on a budget Quality seekers and time savers Avid bargain hunters Why did you choose to shop at that particular store? Price % of consumers that selected the factor as important 18119283641577684262463149505271842221527403947708325267404550395280Brand variety Service level Private label quality 292511344446526479High ine bargain hunters 26 BUT SEGMENTS VARY WIDELY IN THE FREQUENCY OF PRICE COMPARISON %, number of respondents High ine bargain hunters Indifferent shopper on a budget Range seeker on a budget Quality seeker and time saver 38242724122118 1315133237444243921161932100% Source: Consumer survey, team analysis Avid Bargain Hunters 493 655 530 493 636 Always Occasionally How often do you pare prices between stores? Never Very often 27 FROM RETAILERS’ STAND POINT, SOME SEGMENTS APPEAR TO BE MORE ATTRACTIVE THAN OTHERS 64038Quality seekers and time savers High ine bargain hunters Indifferent shoppers on a budget Range seekers on a budget Avid bargain hunters Source: Consumer survey Loyalty pared to average Share of wallet of main store 1 4671618Monthly spend Compared to market average ? “Quality seekers and time savers” and “High ine bargain hunters” spend more than any other segment and tend to be more loyal customers ? “Avid Bargain hunters” and “Range seekers on a budget” are the least loyal segments and have small basket sizes % 28 BUENOS AIRES AND BOGOT193。 HAVE THE LOWEST LOYALTY RATIO OF ALL MARKETS 6258544034S227。o Paulo Santiago Mexico