• Carolina Soto

Personalities of Mexican consumers: where you can find them and attract them

To start this post, I will like to talk about a bit of the socioeconomical classes in Mexico, from there you can make an idea of the differencies among their behaviour, so you can dive into the Mexican consumer mind.


If you want to understand how Mexicans buy and how you could venture into the Mexican market, I will start with this short explanation of the the different types of socioeconomical classes and then we wil continue with the different types of Mexican consumers which belong to different socioeconomical class.


In Mexico according to the Economy Secretary, exist SIX different social classes, determined on their functions, customs, economic situation and adquisition power. Mexico is a complex society where wealthy determines status, possessions become an indicator of value and wealth, defining them as an ASPIRATIONAL consumer most of them.


The SIX socioeconomical classes are:


"LOW-LOW" represent 35% of the population (poverty)

"LOW-HIGH" represent 25% of the popultion (low income)

"MEDIUM-LOW" represent 20 % of the population (stable jobs)

"MEDIUM-HIGH" has 14% of the population (good incomes and stables jobs)

"HIGH-LOW" wealthy families just a few, represent 5% of the national population

"HIGH-HIGH" ancient wealthy families, they represent just 1% of the population


The gap between the highest social class which represent 1% to the other social spectrum represent 55% to the lowest class.







From the above information we can bring up the different types of personalities of consumers:


OPTIMISTIC CONSUMER

This consumer works really hard to achieve their goals and have access to the best. Men and women between 35 years old. Their decisions are selective when it comes to buy, are influenced by the status of luxury and exclusivity that the product or service can give them.


IMPULSIVE CONSUMER

The consumer make purchases guided by the emotion of the moment. Its a person that doesnt have a list of what they need to buy, they buy what they like, valuing quantity rather than quality. The penetration of e-commerce is also an obvoius factor in this type, uses social networks.


MODERATE CONSUMER

It is slightly dominated by women, are practical, focusing more in quality, weighing their price according to their usefulness and durability. They use regularly e-commerce sites.


AMBITIOUS CONSUMER

They work to improve their lifestyle, are somewhat insecure and seek validation by demonstrating their economic progress through acquisitions. They mixed social platforms to get informed and relate.


CONSERVATIVE CONSUMER

In this category are mostly women, their main porpuse is the family. They dont use much social networks just to contact family memebers, and are suspicious about e-commerce.


SKEPTICAL CONSUMER

Mostly are male in this category. Its is skeptical in general, doesnt like shopping, just does it for necessity and also avoids the e-commerce.


TRADITIONAL CONSUMER

This consumer doesnt aspire much, spends a little, is happy what it has and feels safe in his environment. They dont like shopping either, but when they do they know exactly what they are going to choose products that offer the best value for their money. Poorly connected to the internet, no e-commerce.


ENVIRONMENTALIST

They take care of the environment and hate waste, help people like artisans valuing their work. They like to purchse organic products and this trend is growing among Mexican consumers, trying to influence their acquaintances and care about the planet, they are pet friendly cruelty free, vegan, biodegradable products, etc.


There are some variables that we should consider such as: lifestyle, culture and consumption habits of which you must pay attention to have a better segmentation. Mexican consumers are well informed, they use social media platforms to get direct contact with the brand, they use Google as an information tool, social media, blogs, digital new papers and magazines, among other media.


7 of 10 internet users buy online, comparing prices between the online store to the physical one, speed and practicality are important to buy something and it´s cheaper.



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