【正文】 Santiago S227。 Santiago S227。 Buenos Aires Mexico Santiago S227。o Paulo Buenos Aires Santiago Mexico . Bogot225。o Paulo Buenos Aires 322 93 71 51 Overall A B C 32 SOME RETAILERS “ATTRACT” DISPROPORTIONATE SHARE OF CERTAIN SEGMENTS (2/3) 31423225 25293027223727212724321071021240484Overall 410 59 114 51 37 High ine bargain hunters Range seekers on a budget Avid bargain hunters Source: Consumer survey, team analysis Quality seekers and time savers Indifferent shoppers on a budget 2648181623152818331671814416A B C D Bogot225。o Paulo, Santiago and Mexico have the highest loyalty ratio on all segments 30 WHERE THE DIFFERENT SEGMENTS SHOP * Indicate store format that capture a disproportional share of the segment pared to the market average. H (Hyper), S (Super) and D (Discounters). Discounters include Bodegas in Mexico Source: Team analysis Range seekers on a budget Avid bargain hunters Frustrated shoppers Quality seekers and time savers High ine bargain hunters %, across all metropolitan areas studied Percentage spent on modern format 7067595655Higher ine segments spend more on modern format Preferred format* Range seekers on a budget Avid bargain hunters Frustrated shoppers Quality seekers and time savers High ine bargain hunters Super Hyper Discounter Higher ine segments prefer super hyper。o Paulo (R$) 10015020025 50 75 100Santiago (CLP) 30045060025 50 75 100Bogot225。 HAVE THE LOWEST LOYALTY RATIO OF ALL MARKETS 6258544034S227。 24 DETAILED SEGMENT DESCRIPTION – S195。 22403023161818141615251922262016111811151224252381529 29355 Source: Consumer survey, team analysis Overall 583 568 550 551 565 2,818 High ine bargain hunters 100% ? S227。o Paulo is the exception) How do they behave? Shopping behavior Monthly spend Format Source: Consumer survey, team analysis ? Shopping around for the best deals ? Stockingup when they find attractive promotions ? Going to a grocery store they hear is offering good specials ? Shopping in more stores recently What do they not value? ? Paying more for the convenience of shopping closer home What do they value? 15 HIGH INCOME BARGAIN HUNTERS 16 RANGE SEEKERS ON A BUDGET ? Tend to shop more on hypermarkets Format ? Highly price sensitive ? Tend to make fewer trips (S227。dia ? D ? E ? D1 ? D2 ? E ? D/E ? D ? Clase baja 67% of modern format shoppers in S227。 ? A ? AB ? C1 ? ABC+ ? ABC1 ? Clase alta ? Clase m233。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。o Paulo and the field research in all five markets Source: Team analysis ?~15 indepth interviews with executives of key retailers in the region Methodology ?Qualitative survey –Focus groups to test initial hypothesis ?Quantitative survey –~3,000, 30minute interviews ?Correlate consumer research results with AC Nielsen scantrack information ?Understand retailer perspective on consumer price perception Objective ?Capture insights on consumer price perception ?Segment consumers ?Enrich findings with AC Nielsen proprietary databases ?Match price perception with actual prices Indepth interviews Consumer survey* ACNielsen database 3 CONSUMER SURVEY DETAILS Source: AC Nielsen, team analysis Bogot225。ez DS Chile Gonzalo Restrepo 201。s Ib225。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 identify