可口可乐市场分析InsidethemindsandpocketsofLatinAmericanconsum

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1、InsidethemindsandpocketsofLatinAmericanconsumersHowconsumersbuildpriceperceptionanditsimpactonretailersTHECOCA-COLARETAILINGRESEARCHCOUNCIL–LATINAMERICATheCoca-ColaRetailingResearchCouncil–LatinAmerica(CCRRC-LA)isdedicatedtodevelopingabetterunderstandingofthefoodretailingandalliedmer

2、chandisedistributionbusinessinLatinAmerica.Itconcentratesinidentifyingandthenstudyingselectedrelevantissues,presentingitsfindingstothemanufacturingandretailingcommunities,inordertoassistinthedevelopmentandenhancementofthefoodretailingbusiness.LatinAmericaCouncilMembersJonathanBergerC

3、IESUSAHowardButtIIIHEBMexicoGuillermoD'AndreaCouncilResearchDirectorAnaMariaDinizGrupoPaodeAcucarBrazilPauloGoelzerIGA,Inc.BrazilAntonioCotoGutierrezDiaInternacionalArgentinaTimHammondsFMIUSANicolásIbáñezD&SChileGonzaloRestrepoÉxitoColombiaEduardoCastroWrightWal*MartMexico1REVIEWINGT

4、HESTUDYGOALSANDOBJECTIVESUnderstandthedriversofconsumerpriceperceptioninLatinAmericaOverallgoalsandfocuslevelSpecificobjectivesUnderstandtheimplicationsofpricingapproachesonretailersandmanufacturersUnderstandhighlevelimplicationsforretailersintermsoforganization,supplychainandvendorr

5、elationsUnderstandhighlevelimplicationsformanufacturersintermsofcapabilitiesandrequirementstodeliverunderdifferentretailerpriceapproaches**Source:TeamanalysisMatchconsumerpriceperceptionwithrealitytounderstandwhicharethemosteffectiveleversforretailersUnderstandtherelativeimportanceof

6、differentdriversofconsumerpriceperception,acrossmajorconsumersegments,productcategories,shoppingoccasions*andselectedmarketsUnderstandhowpriceranksamongthekeyfactorsintheconsumerpreferredstoreselectionprocess*10%ofstudyfocus90%ofstudyfocus2THESTUDYLEVERAGEDTHREEMAINSOURCESOFINFORMATI

7、ON*ACNielsenconductedthefocusgroupsinSãoPauloandthefieldresearchinallfivemarketsSource:Teamanalysis~15in-depthinterviewswithexecutivesofkeyretailersintheregionMethodologyQualitativesurveyFocusgroupstotestinitialhypothesisQuantitativesurvey~3,000,30-minuteinterviewsCorrelateconsumerre

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