10% of study focus
Understand the implications of pricing approaches on retailers and manufacturers
Specific objectives
Understand how price ranks among the key factors in the consumer preferred store selection process*
Latin America Council Members
Jonathan Berger
CIES USA
Howard Butt III
HEB Mexico
Guillermo D'Andrea
Council Research Director
Ana Maria Diniz
Grupo Pao de Acucar Brazil
Understand the relative importance of different drivers of consumer price perception, across major consumer segments, product categories, shopping occasions* and selected markets
Match consumer price perception with reality to understand which are the most effective levers for retailers
Understand high level implications for retailers in terms of organization, supply chain and vendor relations
THE COCA-COLA RETAILING RESEARCH COUNCIL – LATIN AMERICA
The Coca-Cola 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 communities, in order to assist in the development and enhancement of the food retailing business.
Understand high level implications for manufacturers in terms of capabilities and requirements to deliver under different retailer price approaches**
Source:
Inside the minds and pockets of Latin American consumers
How consumers build price perception and its impact on retailers
Research launched for: The Coca-Cola Retailing Research Council Latin America by: McKinsey&Company
• Qualitative survey
– Focus groups to test initial hypothesis
• Quantitative survey
– ~3,000, 30-minute interviews
Байду номын сангаас
• Correlate consumer
research results with AC Nielsen scantrack information
Team analysis
2
THE STUDY LEVERAGED THREE MAIN SOURCES OF INFORMATION
In-depth interviews
Consumer survey*
ACNielsen database
Methodology • ~15 in-depth
interviews with executives of key retailers in the region
Eduardo Castro Wright
Wal*Mart Mexico
1
REVIEWING THE STUDY GOALS AND OBJECTIVES
Overall goals and focus level
90% of study focus
Understand the drivers of consumer price perception in Latin America
Objective
• Understand retailer
perspective on consumer price perception
• Capture insights on
consumer price
perception
• Segment consumers
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia