{"id":974,"date":"2011-06-09T08:28:00","date_gmt":"2011-06-09T08:28:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/06\/09\/la-culpa-siempre-es-de-mercadona-estrategia-o-casualidad\/"},"modified":"2023-06-27T11:31:08","modified_gmt":"2023-06-27T11:31:08","slug":"la-culpa-siempre-es-de-mercadona-estrategia-o-casualidad","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/la-culpa-siempre-es-de-mercadona-estrategia-o-casualidad\/","title":{"rendered":"The fault always lies with Mercadona, strategy or coincidence?"},"content":{"rendered":"<p><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify;font-family:arial;\"><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<p style=\"text-align: justify; font-family: arial;\"><span style=\"font-size:100%;\">To say that the current crisis is helping and has helped Mercadona achieve the success it currently has would not be totally fair because Mercadona&#039;s success is now more than five years old. However, it must be recognized that the current economic situation is causing price sensitivity to not be the main purchasing motivation of a market segment, but rather all or almost all consumer segments have price as a variable of choice. That is, if the price is <i>drivers<\/i> main purchase for the majority of consumers, Mercadona has hit the nail on the head and can find in this part of the reason for its success.<\/span><\/p>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify; font-family: arial;\"><span style=\"font-size:100%;\">In any case, attributing all of Mercadona&#039;s success to segmentation and price sensitivity would be a conclusion or a simplistic view of reality. There is, at least, a second factor known as the \u201cparadox of choice\u201d (<i>paradox of choices<\/i>) that explains another part of the success of the distribution brand. Barry Schwartz<a style=\"\" href=\"http:\/\/intelligencemarketresearch.blogspot.com\/#_edn1\" name=\"_ednref1\" title=\"\"><span><span style=\"\"><span><span style=\"font-size: 11pt; line-height: 115%;\">[Yo]<\/span><\/span><\/span><\/span><\/a> maintains that well-being is achieved with greater independence, greater individual freedom, and that to have greater freedom of choice you need the greatest number of possible options to choose from.<\/span><\/p>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify; font-family: arial;\"><span style=\"font-size:100%;\">But the paradox according to Schwartz is that the more options we have to choose from, the greater dissatisfaction and guilt will be generated and therefore the greater unhappiness it will cause in the consumer. He exemplifies the paradox by explaining that, when he bought a pair of jeans a few years ago, he only had one option to choose from. Having only one option did not generate<span style=\"\">  <\/span>anxiety about the choice, nor guilt for the potential error of not having chosen well. When you only have one purchase option you use less time because you do not evaluate the alternatives; they do not exist. Once the product has been chosen and purchased, there is neither dissonance nor regret in the choice since you cannot have chosen any other pair of jeans, there is no option either. In the case of making a mistake in the choice (the pants do not fit well, for example), our feeling of guilt will be relative, rather low, the most likely thing is that we will blame the brand for not fitting as expected.<\/span><\/p>\n<div style=\"\">\n<div style=\"\"><span style=\"font-size: 9pt; font-family: &quot;Times New Roman&quot;;\" lang=\"EN-US\"><\/span><span style=\"font-size:100%;\">Nowadays, and at the point of sale (purchase) we are asked, we ask if we want it higher or lower in the hips, wider or narrower in the leg, regular or wide waist, stone washed or unwashed, and etc This consumes a lot of our time, tires us and generates doubts. In the same way that once we have purchased the product, our doubt will grow and if we feel that the pants do not quite fit, then we will feel guilty for not having chosen any of the other 100 possible combinations or jeans.<\/span><\/div>\n<\/div>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\">It is evident that this will happen more in purchases of high-involvement products but not so much in those of routine or habitual purchase, however, the current situation causes the price as a purchase driver to convert some purchases of habitual behavior into involvement purchases.<\/span><\/p>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\">If this theory is true, Mercadona would be right in its reference simplification policy. Only MD and the category leader (although not always the leader), on the one hand satisfy the demand for low prices and on the other solve the paradox of choice. Could this be a marketing strategy designed by Mercadona or pure coincidence?<\/span><\/p>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\">Is Apple following the same strategy? So what are brands like Danone or Bimbo doing, for example, offering so much variety?<\/span><\/p>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\">The answer is not easy but in our opinion, it is evident that the paradox is not always true and is only partially true. On the one hand, it seems clear that consumers feel greater independence and freedom the more choice options we have, and on the other, that there is an overestimation of the consumer about their ability to manage and deal with all possible options.<\/span><\/p>\n<div style=\"text-align: justify; font-family: arial;\"><\/div>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\">Part of the solution could then be to properly categorize the offer so that the consumer:<\/span><\/p>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"\">\n<div style=\"text-align: justify;\"><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/div>\n<p style=\"margin-left: 36pt; text-indent: -18pt; text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><span style=\"\">1.<span style=\"font-style: normal; font-variant: normal; font-weight: normal; line-height: normal; font-size-adjust: none; font-stretch: normal;font-size:7pt;\">      <\/span><\/span>understand very well the options you have and,<\/span><\/p>\n<div style=\"text-align: justify;\"><\/div>\n<p style=\"margin-left: 36pt; text-indent: -18pt; text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><span style=\"\">2.<span style=\"font-style: normal; font-variant: normal; font-weight: normal; line-height: normal; font-size-adjust: none; font-stretch: normal;font-size:7pt;\">      <\/span><\/span>we turn the election process into a positive experience<\/span><\/p>\n<div style=\"text-align: justify;\"><\/div>\n<p face=\"arial\" style=\"text-align: justify;\"><span style=\"font-size:100%;\">Market research and specifically marketing techniques <i>conjoint analysis<\/i> They can definitely help us solve this situation. Specifically, the new adaptive conjoint models allow working with many variables at the same time (products, prices, packaging, etc.) so that the consumer chooses in a simple and orderly manner. The result is a prioritization of the choice variables and therefore the optimization of the offer, determining which of the options or products are recommended to be offered, eliminating what does not generate utility for the consumer. <\/span><\/p>\n<p style=\"font-family: arial;\">\n<p style=\"font-family: arial;\"><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if !mso]><object classid=\"clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D\"><\/object>  <![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<p style=\"margin-bottom: 0.0001pt; line-height: normal; font-family: arial;\">Jordi Aymerich Martinez<\/p>\n<p style=\"margin-bottom: 0.0001pt; line-height: normal; font-family: arial;\">Marketing Professor<\/p>\n<p style=\"margin-bottom: 0.0001pt; line-height: normal; font-family: arial;\">Responsible for the marketing area of the University of Barcelona<\/p>\n<p style=\"margin-bottom: 0.0001pt; line-height: normal; font-family: arial;\">\n<p style=\"margin-bottom: 0.0001pt; line-height: normal; font-family: arial;\">\n<p style=\"margin-bottom: 0.0001pt; line-height: normal; font-family: arial;\">\n<hr align=\"left\" width=\"33%\" style=\"font-family:arial;font-size:78%;\">\n<div style=\"\">\n<p style=\"font-family: arial;\"><span style=\"font-size:85%;\"><a style=\"\" href=\"http:\/\/www.blogger.com\/post-edit.g?blogID=5221777834854666134&amp;postID=4188236940430466263#_ednref1\" name=\"_edn1\" title=\"\"><span><span lang=\"CA\"><span style=\"\"><span><span style=\"line-height: 115%;\" lang=\"CA\">[Yo]<\/span><\/span><\/span><\/span><\/span><\/a><\/span><span lang=\"CA\" style=\"font-size:9pt;\"><span style=\"font-size:85%;\"> <\/span><span style=\"font-size:85%;\">Schwartz, B. <i><span style=\"color:black;\">The paradox of choice: why more is less<\/span><\/i><\/span><span style=\"font-size:85%;color:black;\">.<\/span><span style=\"font-size:85%;\"> <\/span><span style=\"font-size:85%;color:black;\">HarperCollins, 2005. http:\/\/www.youtube.com\/watch?v=VO6XEQIsCoM<\/span><\/span><\/p>\n<p style=\"font-family:arial;\"><span lang=\"EN-US\" style=\"font-size:9pt;\"> <\/span><\/p>\n<p><span style=\";font-family:&quot;;font-size:9pt;\" lang=\"EN-US\"> <\/span><\/p>\n<p><span style=\";font-family:&quot;;font-size:9pt;\" lang=\"EN-US\"> <\/span><\/p>\n<p><span style=\";font-family:&quot;;font-size:9pt;\" lang=\"EN-US\"> <\/span><\/p>\n<\/div>\n<\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>To say that the current crisis is helping and has helped Mercadona achieve its current success would not be entirely fair, given that Mercadona&#039;s success has been going on for more than five years. However, it must be acknowledged that the current economic situation is causing price sensitivity to be [\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 culpa siempre es de Mercadona, \u00bfestrategia o casualidad? -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La culpa siempre es de Mercadona, \u00bfestrategia o casualidad? -\" \/>\n<meta property=\"og:description\" content=\"Decir que la crisis actual est\u00e1 ayudando y ha ayudado a Mercadona a conseguir el \u00e9xito que tiene actualmente no ser\u00eda totalmente justo porque el \u00e9xito de Mercadona tiene ya m\u00e1s de un lustro de vida. 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