{"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\/fr\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/","title":{"rendered":"L\u2019importance de la segmentation\u2026 en ces temps"},"content":{"rendered":"<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Comme cela a d\u00e9j\u00e0 \u00e9t\u00e9 dit \u00e0 plusieurs reprises, la segmentation du march\u00e9 est n\u00e9cessaire pour toute marque, non seulement pour conna\u00eetre ses \u00ab clients \u00bb mais aussi pour savoir comment ils se comportent et comment les approcher. Ceci, combin\u00e9 \u00e0 la situation actuelle que nous vivons, en constante \u00e9volution, nous am\u00e8ne \u00e0 la n\u00e9cessit\u00e9 de conna\u00eetre en profondeur nos acheteurs et donc \u00e0 l&#039;importance de la segmentation.<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%;\">Cette fois, nous allons parler du <b>segmentation existante parmi les acheteurs d&#039;un supermarch\u00e9 comme 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 d&#039;une mani\u00e8re g\u00e9n\u00e9rale on consid\u00e8re <b>Pourquoi un consommateur se rend-il dans un \u00e9tablissement pour acheter ?<\/b> Trois r\u00e9ponses \u00e9mergeront s\u00fbrement :<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%;\">ou <b>proximit\u00e9, proximit\u00e9 de votre domicile<\/b> ou sur le lieu de travail<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\">Q<span style=\"line-height: 115%;\">ou <b>prix<\/b>et<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Pour <b>qualit\u00e9<\/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%;\">Mais si nous essayons d&#039;aller plus loin et d&#039;enqu\u00eater sur <b>attitudes<\/b> que les consommateurs ont devant leurs rayons au moment de choisir un produit, dans le <b>fid\u00e9lit\u00e9<\/b> \u00e0 une marque ou \u00e0 un produit pr\u00e9cis ou encore que vous poss\u00e9diez ou non une carte de fid\u00e9lit\u00e9 d&#039;un \u00e9tablissement, les raisons de choisir l&#039;\u00e9tablissement o\u00f9 vous achetez vont au-del\u00e0...<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%;\">Selon une \u00e9tude du cabinet d&#039;\u00e9tudes de march\u00e9<\/span><span style=\"color: #1f497d; line-height: 115%;\"> <\/span><b><span style=\"line-height: 115%;\">hamilton<\/span><\/b><span style=\"line-height: 115%;\">&nbsp;r\u00e9alis\u00e9e aupr\u00e8s de plus de 2 500 acheteurs de Mercadona, r\u00e9v\u00e8le que <i>Tous les acheteurs qui se rendent dans un \u00e9tablissement ne sont pas anim\u00e9s par les m\u00eames crit\u00e8res et tous n&#039;ont pas le m\u00eame degr\u00e9 de fid\u00e9lit\u00e9 \u00e0 l&#039;\u00e9tablissement. <\/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%;\">Nous voyons donc comment <b>Parmi les fans de Mercadona, nous pouvons trouver des segments bien diff\u00e9renci\u00e9s<\/b> selon leur fid\u00e9lit\u00e9 \u00e0 l&#039;\u00e9tablissement, selon qu&#039;ils recherchent uniquement le prix ou s&#039;ils recherchent des marques\/produits sp\u00e9cifiques et m\u00eame selon le degr\u00e9 de mobilisation que ces marques\/produits ont sur eux. <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 g\u00e9n\u00e9ral, en analysant les segments r\u00e9sultant de la segmentation sur leur attitude envers le plateau de Mercadona, on observe que <b>Plus de la moiti\u00e9 des acheteurs de Mercadona sont pr\u00eats \u00e0 se rendre dans un autre \u00e9tablissement \u00e0 la recherche d&#039;un produit\/marque qu&#039;ils souhaitent et qu&#039;ils ne trouvent pas dans les rayons de cet \u00e9tablissement.<\/b>, soit en le trouvant \u00e0 un meilleur prix (rappelez-vous que Mercadona n&#039;accorde ni remises ni promotions sur ses produits<span style=\"color: red;\"> <\/span>puisqu&#039;ils fondent leur strat\u00e9gie commerciale sur la devise SPB (toujours des prix bas)) ou en \u00e9tant fid\u00e8le \u00e0 cette marque\/produit.&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;\">M\u00eame si, d&#039;une mani\u00e8re g\u00e9n\u00e9rale, les acheteurs de Mercadona sont satisfaits des produits propos\u00e9s par l&#039;\u00e9tablissement, la crise leur a \u00e9galement fait des ravages, car <b>7 acheteurs sur 10 d\u00e9clarent qu&#039;ils accordent beaucoup plus d&#039;attention aux prix des produits qu&#039;avant et n&#039;h\u00e9sitent pas \u00e0 voyager plus loin s&#039;ils obtiennent un meilleur prix.<\/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;\">D&#039;autres r\u00e9flexions qui ressortent de cette \u00e9tude sont que les 80% des acheteurs de Mercadona font g\u00e9n\u00e9ralement une liste de courses avant de se rendre \u00e0 l&#039;\u00e9tablissement et que 6 acheteurs sur 10 n&#039;effectuent qu&#039;une partie de leurs achats de produits alimentaires dans ledit \u00e9tablissement. Il ne faut pas oublier qu&#039;en g\u00e9n\u00e9ral les consommateurs utilisent en moyenne 3 \u00e9tablissements pour effectuer leur achat habituel.<\/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;\">Avec le panorama actuel et avec les changements constants dans lesquels nous vivons, nous devons toujours \u00eatre alertes et en mouvement continu pour nous adapter aux besoins de chaque instant, c&#039;est pourquoi la connaissance de nos &quot;clients&quot; acquiert une plus grande importance puisque dans ces temps actuels sont la seule chose qui peut nous donner cet avantage concurrentiel dont nous avons tant besoin pour aller de l&#039;avant.<\/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 Rabaso<\/span><\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Comme cela a \u00e9t\u00e9 maintes fois \u00e9voqu\u00e9, la segmentation du march\u00e9 est essentielle pour toute marque, non seulement pour comprendre ses clients, mais aussi pour comprendre leur comportement et comment les approcher. Ceci, combin\u00e9 \u00e0 la situation actuelle en constante \u00e9volution, nous conduit \u00e0 la n\u00e9cessit\u00e9 de comprendre en profondeur [\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\/fr\/la-importancia-de-segmentar-en-los-tiempos-que-corren\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\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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