Jose Luis Quezada
mentioned by Silvia Rico, the market segment consists of single women with
children, ages 25-44, who live in the same geographical area in
Brownsville and shop at Lopez Supermarket.
there cultures or subcultures whose value system is particularly
consistent (or inconsistent) with the consumption of our product?
The value system for the subculture (Mexican-Americans) is for the most
part consistent with the consumption of Lopez Supermarket since they all
share the traditions and beliefs, Hispanic race, Spanish language, and
nationality background. Average family size for this segment is of 3.5,
and spends 15 to 20 percent more of disposable income on groceries than
the national average. They view their family and friends as an important
part of their life, and value their opinions when making decisions such as
where to shop for groceries. Customers of Lopez are generally those living
close to the store. In general they are low-income Mexican/Hispanics with
limited resources, strong values, high ties to family and tradition and
the majority practice the Catholic religion.
our product appropriate for male or female consumption? Will ongoing
gender-role changes affect who consumes our product or how it is consumed?
Lopez Supermarket is appropriate for both male and female consumption.
Even though, according to the Census Bureau, 17.4% of households are made
up of female householder, and 45.8% without husband presence and with
children, products sold at Lopez can be bought by either male or female.
The ongoing gender-role (assuming that is from the same culture and
subculture) would not change as to who buys at Lopez, but it could affect
how it is consumed. Meaning, men, just as women, shop at Lopez, but men
would not shop as much or buy the same products as women.
ethnic, social, regional, or religious subcultures have different
consumption patterns relevant to our product?
Ethnic and social subculture, for the most part, might have a different
consumption patterns. Some might like to go to Lopez to make use of their
rebate coupons they offer. Some might shop on a daily basis, while others
might shop once a week. It all depends on the amount of income and time
they have to make their shopping.
For the most part, Lopez is directed to a Mexican-American region culture.
If Lopez were to locate somewhere where Mexican-American population is
very low, Lopez’ current environment might not be as appreciated due a
difference in values and believes other segments might have.
various demographic or social-strata groups (age, gender,
urban/suburban/rural, occupation, income, education) differ in their
consumption of our product?
is one of the fastest growing ethnic groups in the U.S. (in Brownsville,
they totaled 103.297). Geography is an advantage for Lopez, since stores
are located on the border of U.S. and Mexico.
Demographic and social-strata groups (age, gender, urban/suburban/rural,
occupation, income, education) might have different motive for shopping at
Lopez Supermarket. For example, in an age group, kids might go to buy
candy or they could be sent by their mothers to buy immediate products
(tortillas, milk, soda) that they might need at home. Meanwhile adults
might go to buy groceries in high amounts and items such as beer and
Other segments might not buy their groceries at Lopez, but they might go
for the “fresh meat” or “barbacoa” they sell.
Geographically, if Lopez is not close by, consumer might look for
alternatives and buy groceries either at a gas station or at another
our product particularly appropriate for consumers with relatively high
(or low) incomes compared to others in their occupational group (ROCI)?
Silvia Rico’s report, class structure for this segment is Lower-Middle
who strives to become part of the Upper Class. This segment view food as
an abundance of wealth, so they usually give food gifts. They have many
status symbols, such as jewelry, new car, home décor, etc. In their
leisure time the go to the beach, and spend time with family. High income
might prefer an alternative.
our product be particularly appropriate for specific roles, such as
students or professional women?
In general, anyone can shop at Lopez, but it is most appropriate for
district level, low-middle income consumers whose role are of a household
provider. If customers are playing the role of a professional
businessperson, for example, they definitely will not find items they
might need (suitcases, high quality pens, etc.), since Lopez is meant for
groceries. A student, might find pen, paper, pencil, and notebooks,
but in very small amounts, and a higher price than specialized stores.
it be useful to focus on specific adopter categories?
necessarily. Focusing on specific adopter categories (The ranking into
which adopters of a new product fall according to their willingness and
speed to embrace a new product; adopter categories are normally listed as
innovators, early adopters, early majority, late majority and laggards)
will not help much, since Lopez sells products people are already familiar
An alternative would be to subgroup the current marketing segment even
further (such those women who work and those who don’t) in order to
target them better, since this subgroups share similar purchasing
behaviors. This group of single young women with children can be
subdivided based on the people that live with them (alone with own
children, and with extended family), their number of working hours
(part-time, and full-time), and based on their children’s age (under 6
yrs., and from 6 to 17 yrs.).
Targeting per segment
living alone with their own children:
This sub-segment is influenced greatly by their children, they may
go to shop at Lopez because their children had great experiences
from the store. Children are a strong influence that guides these
women to shop there, but also they also have influence in the
products they buy. This segment may spend great part of their income
in shopping products their children like, depending on their age.
Small children may influence them to buy candies, and products that
contain attractive animations. Older children may influence their
overall product selection based on their tastes and preferences.
These children may also influence their mothers to buy high quality,
and name branded products.
living with extended family:
women are more likely to be influenced by their relatives living
with them, specially the older ones that are thought to be the
wisest ones. This segment tries to comply with society, and with
their own family. They want to be approved by others, and make their
purchases according to the way others expected them to act. They
choose Lopez as their store for their food supplies, because it is
the family tradition store. They are high self-monitoring, since
these women tend to evaluate products consumed in public in terms of
the impressions they make on others. They may also cash their
checks, and pay some bills at Lopez, because that is the family
tradition way to do this activity. Another reason for them to cash
their checks is because they are low-Income and usually they do not
have a bank account, because they tend to save the money that is
left (if any) in their houses. They learned these activities from
their parents or relatives living with them.
living with extended family and not working:
segment relies on the extended family (or federal aid such as food
stamps) for financial support.
They might be the ones purchasing immediate items for their children
(such as cereal, milk, cookies) but leave the large purchase
decisions to a secondary person. This segment has more time to shop
and look around, and does not go to Lopez alone. They usually go at
least twice a week (if not more) with their kids, and the extended
family member with the purchase decision in the household. They rely
on their family and friends for their immediate purchase decision,
and try to save as money as much as possible since they don’t have
This sub-segment is very busy, they value their time, and buy at
Lopez because of the store location, the relative small store size
(comparing it with HEB, and El Globo), and because they are very
familiar with the store, and they cash their checks at Lopez when
they go shopping in order to save time. These women know where
are products located within the store, they know products prices,
people working there, and people shopping there. Women within
this segment, go to Lopez once a week, or once every two weeks,
depending on the way they get paid. They will usually go to the
store on weekends, especially on Friday because is when they may
cash their wage checks. On weekends they can buy groceries for all
the week, since buying food supplies is a priority for them, and
whatever money is left, they will spend it in clothes or save it.
This segment usually goes to shop alone, and make their purchases
according their own opinion, and neither relatives nor children
influence their consumer behavior. These women are very important
for Lopez because these women buy high-volume when they go to Lopez.
They buy huge quantities because they do not have time to go other
day in the week. Their purchases may not be well planned, they may
buy their necessary products, and other products with discounts.
Products strategic point-of-display is very important to influence
this segment to buy.
women have more time to analyze and plan their shopping, they may
look more detailed the products they will buy. They may go to Lopez
at an average rate of three times per week. Since they earn less
money than full-timers, they will buy products at discount, and are
well informed of the products that are going to be on sale any
specific day. These women are very familiar with the store, and
usually they have great relationships with store employees, and seek
for their advice when making their purchases. This segment go to
shop with their children, or other relatives, so their purchases are
influenced by the people that go with them. They shop at Lopez
because it is the store for groceries they know best, and because
their relatives advice them to. They are more likely to be
influenced by advertising (specially coupons), than full-timers,
since they have more time to read adds, look for coupons, cut and
with children under 6 years old:
This group of women with children under 6 years old, represents 8.6%
of the female householder with no husband present, according to the
U.S. Census Bureau (Census 2000) of Cameron County. This segment in
heavily influenced by their children preferences. They will look for
products that will be accepted and that will cause a positive
attitude in their children. Children are a strong influence that
guides their consumer behavior; thus influencing the type of
products they buy. This segment may spend great part of their income
in children-related products, such as candies, chocolates, cereals
with cartoon animations, products that include small toys and others
that are attractive to children. Mothers will usually go to Lopez
accompanied by their children, because children make pressure to go
with them. Children under 6 years old like to be with their mothers,
and enjoy going to shop with them. These children influence mothers
to buy seasonal products, especially adornments to their houses, and
also food that include seasonal animation in its package. This
segment may end up buying unexpected items, and spending more money
than planned because of their children influence.
with children from 6 to 17 years old:
children have strong influence in product brand selection. This
group represents 35.3% of the female householder with no husband
present, according to the U.S. Census Bureau (Census 2000) of
Cameron County. They may influence their mothers to buy the brands
that are most common, and are preferred by their friends. These
children may not go to shop with their mothers, since they are at an
age where they like to be seen as independent individuals. They do
not participate actively in the purchase itself; they just influence
their mothers to buy what they said. Mothers seek the approval of
their children, so their purchases may be strongly influenced by
their children. This segment wants to create a positive attitude
towards the products they buy. These women are willing to buy more
expensive items to satisfy their children’s preferences. They are
willing to buy more products at a higher price, and sacrifice other
goods, as possible to comply with children’s desires. For this
segment, their children are seen as young adults with valuable
opinion about products. Since many of this children go to school,
and are the most knowledgeable and educated in the family, their
judgment about certain products are taken as valid, and may cause
changes in the products bought.
groups in different stages of the household life cycle have different
consumption patterns for our product? Who in the household is involved
in the purchase process?
case, single women might just buy the basic items (milk, cereal, eggs). If
they live with their parents, their parents might be the ones doing the
groceries. Younger kids might also play a role, meaning they might be the
ones asking what type of products to buy at Lopez (specific brand of
cereal or soft drink).
Can our product satisfy different needs or motives in different
people? What needs are involved? What characterizes individuals with
Customers might go to buy groceries, and at the same time take advantage
of paying their bills, cashing a check, or sending mail. Those who
go on a daily basis might also want to know what kinds of savings they
might find. Kids might want to go to buy candy. Others might need to buy
food for a birthday party, or to get ready for Friday’s barbeque.
Is our product uniquely suited for particular personality types?
focused more for the lower-middle income people. This means that people
who have relatives and shop at Lopez might do so as well just to not feel
left out, as mentioned by Silvia. High-income people might not shop there
simply because they might want to be compared or identified with the
low-middle income people (of course there are exceptions but this goes for
the majority of the high-income class.) For the most part, Lopez is
directed toward a Mexican-American environment and to the other segments
that accept this.
What emotions, if any, are affected by the purchase and/or
consumption of this product?
that they are known and treated on a friendly matter influence them to go
to Lopez. Also having family, neighbors, or friends who might work or go
there, might affect this as well.
Is our product appropriate for one or more distinct lifestyles?
most part, is for those who prefer to go to Lopez for convenience and to
save money. Young single Mexican-American mothers might go there because
their concern is their family and their heritage traditions. Other with a
different lifestyle (those who might like to spend a lot of money, for
example) might not consider Lopez as an option.
As Silvia Rico mentioned, self-monitoring is also affected here because
their choices are influenced by their estimates of how Lopez is perceived
by their family and friends. If a person was told that shopping at Lopez
is only for the poor, then that person might be embarrassed to go or be
A birth of a child or departure of an older one, may affect the lifestyle
of the consumer and they way they buy. For the birth of a child, they
might need to buy baby products, while for the departure of a child, they
might consume less.
Do different groups have different attitudes about an ideal version
of our product?
might prefer a “nice looking and cleaner” store. Others might
compare Lopez to H.E.B. and might perceive Lopez as a small, local store
compared to H.E.B. Others might not want to shop at Lopez because of
the smell (meat) it emits. There are also those who believe that Lopez is
fine the way it is.
Can our product be appropriate for specific types of situations
instead of (or in addition to) specific types of people?
case of an emergency (a hurricane, for example), people might go to Lopez
to buy items such as candles, flashlights, can food, batteries, or
anything else they might need. A family birthday party or special
celebration might require buying the meat and even decorations such as
balloons. Barbeque on Friday, as Silvia pointed out, is another
Do different individuals use different evaluative criteria in
selecting the product?
could influence some individuals (worrying about what their family might
think of them if they were to shop at another store).
Others might select distance or convenience as a way to measure going to
Lopez (how far it takes to go to Lopez compared to going to a gas
Do potential customers differ in their loyalty to existing
Some of the
products sold at Lopez might not be sold at other stores and vice-versa.
(Hill Country products are only sold at H.E.B.). Some products are
well known to them since they are the products their parents and
grandparents used. Others might not be as loyal to the brands as they are
to the store itself.