As has already been said on many occasions, segmenting the market is necessary for any brand, not only to know its “customers” but to know how they behave and how to approach them. This, together with the current situation we are experiencing, which is constantly changing, leads us to the need to know our buyers in depth and hence the importance of segmenting.
This time we are going to talk about the existing segmentation among buyers of a supermarket such as Mercadona.
If in general we consider Why does a consumer go to an establishment to buy? Three answers will surely emerge:
- Qor proximity, closeness to your home or workplace
- Qor priceand
- By quality.
But if we try to go further and investigate the attitudes that consumers have in front of the shelf at the time of choosing a product, in the fidelity to a specific brand or product or even whether or not you have a loyalty card from an establishment, the reasons for choosing the establishment where you buy go beyond...
According to a study by the market research consultancy hamilton carried out on more than 2,500 Mercadona buyers, reveals that Not all buyers who go to an establishment are moved by the same criteria and not all of them have the same degree of loyalty to the establishment.
So we see how Among Mercadona's own Fans we can find well-differentiated segments depending on their loyalty to the establishment, depending on whether they are only looking for price or if they are looking for specific brands/products and even depending on the degree of mobilization that these brands/products have on them.
In general, when analyzing the segments resulting from the segmentation on their attitude towards the Mercadona shelf, we observe that More than half of Mercadona's buyers are willing to go to another establishment in search of a product/brand that they want and that they cannot find on the shelves of that establishment, either by finding it at a better price (remember that Mercadona does not give discounts or promotions on its products since they base their commercial strategy on the motto SPB (always low prices)) or by being faithful to that brand/product.
Although in general terms the Mercadona buyer is happy with the products offered by the establishment, the crisis has also taken its toll on them, since 7 out of 10 buyers say they pay much more attention to product prices than before and do not hesitate to travel further if they get a better price.
Other reflections that arise from this study are that the 80% of Mercadona buyers usually make a shopping list before going to the establishment and that 6 out of 10 buyers make only part of their purchase of food products. in said establishment. We must not forget that in general consumers use an average of 3 establishments to make their usual purchase.
With the current panorama and with the constant changes in which we live, we must always be alert and in continuous movement to adapt to the needs of each moment, which is why knowledge of our "customers" acquires greater importance since in these The current times are the only thing that can give us that competitive advantage that we so need to move forward.
Monica Rabasó
Other reflections that arise from this study are that the 80% of Mercadona buyers usually make a shopping list before going to the establishment and that 6 out of 10 buyers make only part of their purchase of food products. in said establishment. We must not forget that in general consumers use an average of 3 establishments to make their usual purchase.
With the current panorama and with the constant changes in which we live, we must always be alert and in continuous movement to adapt to the needs of each moment, which is why knowledge of our "customers" acquires greater importance since in these The current times are the only thing that can give us that competitive advantage that we so need to move forward.
Monica Rabasó
