{"id":946,"date":"2013-09-04T10:13:00","date_gmt":"2013-09-04T10:13:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2013\/09\/04\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/"},"modified":"2013-09-04T10:13:00","modified_gmt":"2013-09-04T10:13:00","slug":"la-importancia-de-segmentar-en-los-tiempos-que-corren","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/","title":{"rendered":"La import\u00e0ncia de segmentar \u2026 en els temps que corren"},"content":{"rendered":"<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Com ja s&#039;ha parlat moltes vegades segmentar el mercat \u00e9s necessari per a qualsevol marca, no nom\u00e9s per con\u00e8ixer els seus \u201cclients\u201d sin\u00f3 per saber com es comporten i com acostar-s&#039;hi. Aix\u00f2 unit a la situaci\u00f3 actual que vivim, en canvi constant, ens porta a la necessitat de con\u00e8ixer en profunditat els nostres compradors i per aix\u00f2 la import\u00e0ncia de segmentar.<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">En aquesta ocasi\u00f3 parlarem de la <b>segmentaci\u00f3 existent entre els compradors d&#039;un supermercat com Mercadona<\/b>.<b><o:p><\/o:p><\/b><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"><b><br \/><\/b><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Si en general ens plantegem <b>per qu\u00e8 va un consumidor a un establiment a comprar?<\/b> amb seguretat sortiran tres respostes:<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 35.7pt; margin-right: 0cm; margin-top: 0cm; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -17.85pt;\"><\/p>\n<ul>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\">P<span style=\"line-height: 115%;\">or <b>proximitat, proximitat al vostre domicili<\/b> o lloc de treball<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\">P<span style=\"line-height: 115%;\">or <b>preu<\/b>i<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Per <b>qualitat<\/b>.<\/span><\/li>\n<\/ul>\n<p><!--[if !supportLists]--><\/div>\n<div style=\"margin-bottom: 6pt; text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Per\u00f2 si intentem anar m\u00e9s enll\u00e0 i indaguem a les <b>actituds<\/b> que tenen els consumidors davant del lineal en el moment d&#039;elecci\u00f3 d&#039;un producte, a la <b>fidelitat<\/b> a una marca o producte concret o fins i tot en el fet de disposar de targeta de fidelitat o no d&#039;un establiment, els motius d&#039;elecci\u00f3 de l&#039;establiment on comprar van m\u00e9s enll\u00e0\u2026<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"line-height: 115%;\">Segons un estudi de la consultora de recerca de mercats<\/span><span style=\"color: #1f497d; line-height: 115%;\"> <\/span><b><span style=\"line-height: 115%;\">Hamilton<\/span><\/b><span style=\"line-height: 115%;\">&nbsp;realitzat sobre m\u00e9s de 2500 compradors de Mercadona, ens revela que <i>no tots els compradors que van a un establiment es mouen pels mateixos criteris i no tots tenen el mateix grau de fidelitat a l&#039;establiment. <\/i><u style=\"color: #365f91;\"><o:p><\/o:p><\/u><\/span><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"line-height: 115%;\"><span style=\"color: #365f91; font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Aix\u00ed veiem com <b>entre els propis Fans de Mercadona podem trobar segments ben diferenciats<\/b> en funci\u00f3 de la seva fidelitat a l&#039;establiment, en funci\u00f3 de si busquen nom\u00e9s preu o si busquen marques\/productes concrets i fins i tot en funci\u00f3 del grau de mobilitzaci\u00f3 que aquestes marques\/productes tenen sobre aquests. <o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"><br \/><\/span><\/div>\n<p><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/p>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">En general, en analitzar els segments resultants de la segmentaci\u00f3 sobre la seva actitud davant del lineal de Mercadona, observem que <b>m\u00e9s de la meitat dels compradors de Mercadona estan disposats a anar-se&#039;n a un altre establiment a la recerca d&#039;un producte\/marca que volen i que no troben al lineal del dit establiment<\/b>, b\u00e9 sigui per trobar-lo a un millor preu (recordem que Mercadona no fa descomptes ni promocions als seus productes<span style=\"color: red;\"> <\/span>ja que basen la seva estrat\u00e8gia comercial al lema SPB (sempre preus baixos)) o b\u00e9 per ser fidel a aquesta marca\/producte.&nbsp;<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"><br \/><\/span><\/div>\n<div style=\"clear: both; text-align: center;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/3.bp.blogspot.com\/-0KE32BK-T70\/UicHTe1ZYcI\/AAAAAAAAANo\/XRx5VtK5NJE\/s1600\/monica.png\" style=\"margin-left: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" src=\"http:\/\/3.bp.blogspot.com\/-0KE32BK-T70\/UicHTe1ZYcI\/AAAAAAAAANo\/XRx5VtK5NJE\/s640\/monica.png\" height=\"222\" width=\"400\" \/><\/a><\/div>\n<div style=\"clear: both; text-align: center;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\">Tot i que en l\u00ednies generals el comprador de Mercadona est\u00e0 content amb els productes que ofereix l&#039;establiment, la crisi hi ha fet efecte tamb\u00e9, ja que <b>7 de cada 10 compradors declaren fixar-se molt m\u00e9s que abans en els preus dels productes i no dubten a despla\u00e7ar-se m\u00e9s lluny si aconsegueixen un millor preu.<\/b><\/span><span style=\"color: red; line-height: 115%;\"> <\/span><b><span style=\"color: #365f91; line-height: 115%;\"><o:p><\/o:p><\/span><\/b><\/span><br \/><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\"><b><span style=\"color: #365f91;\"><br \/><\/span><\/b><\/span><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\">Altres reflexions que ens sorgeixen arran d&#039;aquest estudi s\u00f3n que el 80% dels compradors de Mercadona acostumen a fer la llista de la compra abans d&#039;anar a l&#039;establiment i que 6 de cada 10 compradors fan nom\u00e9s una part de la compra de productes d&#039;alimentaci\u00f3 en aquest establiment. No hem d&#039;oblidar que en general els consumidors utilitzen una mitjana de 3 establiments per fer la compra habitual.<\/span><\/span><br \/><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\"><br \/><\/span><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\">Amb el panorama actual i amb els constants canvis en qu\u00e8 vivim, hem d&#039;estar sempre alerta i en moviment continu per adaptar-nos a les necessitats de cada moment, \u00e9s per aix\u00f2 que adquireix m\u00e9s import\u00e0ncia el coneixement dels nostres \u00abclients\u00bb ja que en aquests temps que corren \u00e9s l&#039;\u00fanica cosa que ens pot donar aquest avantatge competitiu que tant necessitem per seguir endavant.<\/span><\/span><br \/><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\"><br \/><\/span><\/span><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\"><br \/><\/span><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\"><br \/><\/span><span style=\"font-family: &quot;Arial&quot;,&quot;sans-serif&quot;; font-size: 9.0pt; line-height: 115%; mso-bidi-font-weight: bold;\">M\u00f2nica Rabas\u00f3<\/span><\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Com ja s&#039;ha parlat moltes vegades segmentar el mercat \u00e9s necessari per a qualsevol marca, no nom\u00e9s per con\u00e8ixer els seus \u201cclients\u201d sin\u00f3 per saber com es comporten i com acostar-s&#039;hi. Aix\u00f2 unit a la situaci\u00f3 actual que vivim, en canvi constant, ens porta a la necessitat de con\u00e8ixer en profunditat [...]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La importancia de segmentar ... en los tiempos que corren -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La importancia de segmentar ... en los tiempos que corren -\" \/>\n<meta property=\"og:description\" content=\"Como ya se ha hablado en muchas ocasiones segmentar el mercado es necesario para cualquier marca, no solo para conocer a sus \u201cclientes\u201d sino para saber c\u00f3mo se comportan y como acercarse a ellos. Esto unido a la situaci\u00f3n actual que vivimos, en constante cambio, nos lleva a la necesidad de conocer en profundidad a [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/ca\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2013-09-04T10:13:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/3.bp.blogspot.com\/-0KE32BK-T70\/UicHTe1ZYcI\/AAAAAAAAANo\/XRx5VtK5NJE\/s640\/monica.png\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/\",\"url\":\"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/\",\"name\":\"La importancia de segmentar ... en los tiempos que corren -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2013-09-04T10:13:00+00:00\",\"dateModified\":\"2013-09-04T10:13:00+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La importancia de segmentar &#8230; en los tiempos que corren\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/ca\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La importancia de segmentar ... en los tiempos que corren -","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/ca\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/","og_locale":"ca_ES","og_type":"article","og_title":"La importancia de segmentar ... en los tiempos que corren -","og_description":"Como ya se ha hablado en muchas ocasiones segmentar el mercado es necesario para cualquier marca, no solo para conocer a sus \u201cclientes\u201d sino para saber c\u00f3mo se comportan y como acercarse a ellos. Esto unido a la situaci\u00f3n actual que vivimos, en constante cambio, nos lleva a la necesidad de conocer en profundidad a [&hellip;]","og_url":"https:\/\/hamilton.global\/ca\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/","og_site_name":"Hamilton","article_published_time":"2013-09-04T10:13:00+00:00","og_image":[{"url":"http:\/\/3.bp.blogspot.com\/-0KE32BK-T70\/UicHTe1ZYcI\/AAAAAAAAANo\/XRx5VtK5NJE\/s640\/monica.png"}],"author":"Jorge Teixeira","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"Jorge Teixeira","Temps estimat de lectura":"3 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/","url":"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/","name":"La importancia de segmentar ... en los tiempos que corren -","isPartOf":{"@id":"https:\/\/hamilton.global\/#website"},"datePublished":"2013-09-04T10:13:00+00:00","dateModified":"2013-09-04T10:13:00+00:00","author":{"@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28"},"breadcrumb":{"@id":"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/#breadcrumb"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/hamilton.global\/es\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hamilton.global\/"},{"@type":"ListItem","position":2,"name":"La importancia de segmentar &#8230; en los tiempos que corren"}]},{"@type":"WebSite","@id":"https:\/\/hamilton.global\/#website","url":"https:\/\/hamilton.global\/","name":"Hamilton Global","description":"Market Intelligence Consulting Company","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hamilton.global\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28","name":"Jorge Teixeira","image":{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/hamilton.global\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","caption":"Jorge Teixeira"},"url":"https:\/\/hamilton.global\/ca\/author\/jorge\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/946"}],"collection":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/comments?post=946"}],"version-history":[{"count":0,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/946\/revisions"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/media?parent=946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/categories?post=946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/tags?post=946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}