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The Mexican consumer divides his preference into variety, quality and, finally, price.
Today’s shoppers expect to find everything they are looking for in one store.
Another fundamental aspect for people is the shopping experience and convenience.
Once a year, Mexico allocates a weekend to discounts and unique offers, it is a commercial event in which brands and stores from all sectors and categories participate in order to accumulate sales, attract new customers and help the pocket of the consumer. In the week of the Good End and the Irresistible End, Mexicans try to find the supermarket or department store that best suits their family economy, but Google searches are still very uneven between retailers such as Walmart, Bodega Aurrerá, Soriana, Chedraui and La Comer.
As a precedent in consumer preference in Mexico is the Dunnhumby Retailers Preference Index, which measures the importance and needs of buyers beyond the price in supermarkets and convenience stores, yielding important results for 2021 that could be replicated or change this year.
And it is that last year’s study shows that consumers in the country go to establishments in search of value and comfort, often replacing a good price for the ease of finding everything on their list in one place.
For example, according to the consultancy dunhumby, Walmart was the chain with the best evaluation in those parameters, followed by Aurrera Winery and, subsequently, by Chedraui, HEB, To the supermarket, Law, Soriana, oxxo Y Smart
However, Femsa’s emblematic brand is the one that was already growing at that time, since in the general position table, the study shows that, although Walmart occupies the number 1 position of preference, 93 percent of those surveyed assured having bought something in an Oxxo in the last month, while 87 percent did so in the blue supermarket. In ascending order, 83 percent of consumers bought at Bodega Aurrerá, 76 percent at Chedraui, 75 percent at Soriana, 73 percent at HEB, 66 percent at Smart, 63 percent through Rappi, 62 percent in La Comer and 61 percent in Alsuper.
Which supermarket is the most sought after for the Good End?
Today, in a review of search trends in Google, Merca2.0 verified that the Mexican consumer is more than active on the Internet days after the start of the Irresistible End and shortly after the start of the Good End season.
In the last week, the Google Trends analysis shows that Walmart is positioned as the leader in the minds of Mexicans and their doubts about products and promotions. This makes sense considering that Grupo Walmart began offering high-end products with unusual prices seven days before other stores.
Among the 5 retail brands surveyed (Walmart, Bodega Aurrerá, Soriana, Chedraui and La Comer) The keyword search parameter in Mexico is practically the same, with these dominant bases: offers, wines and spirits, 3×2 promotion, bonuses, Xbox Series, night sale, Apache tricycle, discount coupons.
Now we just have to wait to see if between November 18 and 21, the trend continues or if one of these stores manages to surpass Walmart in position, in addition to the fact that the closing of sales of each one will be decisive.
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