{"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\/en\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/","title":{"rendered":"The importance of segmenting\u2026 in these times"},"content":{"rendered":"<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">As has already been said on many occasions, segmenting the market is necessary for any brand, not only to know its \u201ccustomers\u201d 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.<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%;\">This time we are going to talk about the <b>existing segmentation among buyers of a supermarket such as 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%;\">If in general we consider <b>Why does a consumer go to an establishment to buy?<\/b> Three answers will surely emerge:<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;\">Q<span style=\"line-height: 115%;\">or <b>proximity, closeness to your home<\/b> or workplace<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\">Q<span style=\"line-height: 115%;\">or <b>price<\/b>and<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">By <b>quality<\/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%;\">But if we try to go further and investigate the <b>attitudes<\/b> that consumers have in front of the shelf at the time of choosing a product, in the <b>fidelity<\/b> 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...<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%;\">According to a study by the market research consultancy<\/span><span style=\"color: #1f497d; line-height: 115%;\"> <\/span><b><span style=\"line-height: 115%;\">hamilton<\/span><\/b><span style=\"line-height: 115%;\">&nbsp;carried out on more than 2,500 Mercadona buyers, reveals that <i>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. <\/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%;\">So we see how <b>Among Mercadona&#039;s own Fans we can find well-differentiated segments<\/b> 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. <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%;\">In general, when analyzing the segments resulting from the segmentation on their attitude towards the Mercadona shelf, we observe that <b>More than half of Mercadona&#039;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<\/b>, either by finding it at a better price (remember that Mercadona does not give discounts or promotions on its products<span style=\"color: red;\"> <\/span>since they base their commercial strategy on the motto SPB (always low prices)) or by being faithful to that brand\/product.&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;\">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 <b>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.<\/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;\">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.<\/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;\">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 &quot;customers&quot; 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.<\/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;\">Monica Rabas\u00f3<\/span><\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>As has been discussed many times, market segmentation is essential for any brand, not only to understand its customers, but also to understand how they behave and how to approach them. This, combined with the current, ever-changing situation, leads us to the need to deeply understand [\u2026]<\/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\/en\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\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. 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