¿Eres lo que pagas? Análisis de conocimiento de precios y perfiles de consumidores
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Resumen
Esta investigación aborda la diversidad de rasgos en el mercado minorista mexicano, buscando identificar atributos comunes fundamentalesentre los consumidores de tiendas de retail. El objetivo es analizar las variaciones en las preferencias de distintos tipos de consumidores con respecto a las estrategias de precios implementadas por un supermercado y cómo estas contribuyen a una experiencia transformadora.Se destacan cinco segmentos de consumidores prósperos: i) myopic switcher light, ii) strategic switchers light, iii) myopic switchers heavy, iv) strategicloyal heavy, y v) myopic loyal light. La aplicación del enfoque de segmentación permite a los tomadores de decisiones discernir estrategias másaceptadas en cada segmento, facilitando la comprensión de cómo abordar efectivamente las características distintivas de los consumidores. Este enfoque informado proporciona un marco valioso para especialistas y tomadores de decisiones de marketing, permitiéndoles adaptar estrategias específicas según las preferencias diferenciadas de los consumidores en el mercado minorista mexicano. La investigación destacala viabilidad de adoptar estrategias de precios basadas en la segmentación de mercado en distintas regiones, ofreciendo hitos prácticos para eficientizar la implementación de tácticas de precios en el contexto retail en México.
Palabras Clave
Estrategias de fijación de precios, Gestión minorista, Análisis multivariable Pricing strategy, Retail management, Multivariate analysis
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Ali, B. (2021). Consumer attitudes towards healthy and organic food in the Kurdistan region of Iraq. Management Science Letters, 11(7), 2127-2134. https://doi.org/10.5267/j.msl.2021.2.015
Arora, A., Rani, N., Devi, C. y Gupta, S. (2022) Factors affecting consumer purchase intentions of organic food through fuzzy AHP, International Journal of Quality & Reliability Management, 39(5), 1085-1103. https://doi.org/10.1108/IJQRM-01-2021-0019
Aviv, Y., Wei, M. M. y Zhang, F. (2019). Responsive Pricing of fashion products: the effects of demand learning and strategic. Consumer behavior. Management Science, 65(7), 2982-3000. https://doi.org/10.1287/mnsc.2018.3114
Boada, A, Herrera, B, Zapata, D. y Vahos, F. (2022). Fijación de precios: Estrategias que todo emprendimiento debe tener en cuenta. Baltic Journal of Law & Politics, 15(3), 2198-2217. https://bit.ly/3wwJwIQ
Bozkurt, S. y Gligor, D. (2019). Customers behavioral responses to unfavorable pricing errors: the role of perceived deception, dissatisfaction and price consciousness. The Journal of Consumer Marketing, 36(6), 760-771. https://doi.org/10.1108/jcm-06-2018-2726
Buyukdag, N., Soysal, A. N. y Kitapci, O. (2020). The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research. Journal of Retailing and Consumer Services, 55, 102112. https://doi.org/10.1016/j.jretconser.2020.102112
Cheah, Jun-Hwa, Waller, D., Thaichon, P., Ting, H. y Lim, Xin-Jean (2020). Price image and the sugrophobia effect on luxury retail purchase intention. Journal of Retailing and Consumer Services, 57(102188). https://doi.org/10.1016/j.jretconser.2020.102188
Chen, Q., Huang, R. y Hou, B. (2020). Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions, Current Issues in Tourism, 23(23), 2950-2971, https://doi.org/10.1080/13683500.2020.1776687
Chen, Y.-T., Lan, L.-C. y Fang, W.-C. (2021) What do customers want? The impact of pricing tactic persuasion knowledge and frequency of exposure, British Food Journal,123(7) 2321-2334. https://doi.org/10.1108/BFJ-04-2020-0343
Chung, J. y Li, D. (2013). The prospective impact of a multi-period pricing strategy on consumer perceptions for perishable foods. British Food Journal (Croydon, England), 115(3), 377-393. https://doi.org/10.1108/00070701311314200
De la Rubia, M. (2019). Revisión de los criterios para validez convergente estimada a través de la Varianza Media Extraída. Psychologia. Avances de la disciplina, 13(2), 25-44. https://bit.ly/4bQbq2i
Díaz, M. G. y Paredes, C. M. (2019). Relación entre las estrategias de fijación de precio y la decisión de compra en un supermercado en la ciudad de Cajamarca en el año 2018. [Tesis de Grado]. Repositorio de la Universidad Privada del Norte. https://bit.ly/3IcCkUy
Forero-Bautista, A. y Ortegón-Cortázar, L. (2023). Por qué visitar lifestyle centers? Variables alternativas de atracción a través de un modelo de ecuaciones estructurales. Retos Revista de Ciencias de la Administración y Economía, 13(25), 79-95. https://doi.org/10.17163/ret.n25.2023.06
Gisches, E. J., Qi, H., Becker, W. J. y Rapoport, A. (2021) Strategic retailers and myopic consumers: Competitive pricing of perishable goods. Journal of Behavioral and Experimental Economics, 92(101700). https://doi.org/10.1016/j.socec.2021.101700
Gonzaga-Añazco, S. J., Alaña-Castillo, T. P. y Yánez-Sarmiento, M. M. (2018). Estrategias para la fijación de precios de productos de consumo masivo en la provincia de El Oro. Revista Universidad y Sociedad, 10(2), 221-227. https://bit.ly/3TjViPL
Hair, J. F., Black, W. C., Babin, B. J. y Anderson, R.E. (2010) Multivariate Data Analysis. 7th Edition. Pearson.
Hajibaba, H., Grun, B. y Dolnicar, S. (2020) Improving the stability of market segmentation analysis, International Journal of Contemporary Hospitality Management, 32(4), 1393-1411, https://doi.org/10.1108/IJCHM-02-2019-0137
Hassan, N., Hashim, N., Padil, K. y Bakhary, N. (2022). Uncertainties: An investigation of aleatory and epistemic errors in market segmentation analysis. Journal of Convention & Event Tourism, 24(1), 1-31. https://doi.org/10.1080/15470148.2022.2089796
Hinterhuber, A. (2015). Violations of rational choice principles in pricing decisions. Industrial Marketing Management, 47, 65-74. https://doi.org/10.1016/j.indmarman.2015.02.006
Kalyanaram, G., Saini, G. K., Mony, S. y Jayasankaran, N. (2022) Behavioral response to online pricing: empirical and managerial insights, Journal of Indian Business Research, 14(2), 167-185. https://doi.org/10.1108/JIBR-07-2021-0281
Ku, H.-H., Wang, S.-H. y Chiang, H.-W. (2020) Framing a promotional offer as free-with-purchase or as a bundle? The perspective of information salience, Marketing Intelligence & Planning, 38(4), 495-507. https://doi.org/10.1108/MIP-04-2019-0198
Li, H. y Peng, T. (2020) How does heterogeneous consumer behavior affect pricing strategies of retailers? IEEE Access, 8 165018-165033. https://doi.org/10.1109/ACCESS.2020.3022491
Mandviwalla, M. y Flanagan, R. (2021). Small business digital transformation in the context of the pandemic. European Journal of Information Systems, 30(4), 359-375. https://doi.org/10.1080/0960085X.2021.1891004
Mejía, J. F. y Valencia, A. (2024). Un enfoque antropológico a la segmentación de mercados: aportes de las variables cualitativas en clasificación de consumidores/usuarios. Tendencias, 25(1), 220-243. https://doi.org/10.22267/rtend.242501.247
Nakandala, D., Lau, H. y Zhang, J. (2021). Pricing of fresh food enterprises in different market structures. Enterprise Information Systems, 15(3), 373-394. https://doi.org/10.1080/17517575.2020.1722250
Park, I., Jung, I. y Choi, J. (2020) Market competition and pricing strategies in retail supply chains, Manage Decis Econ., 41(8), 1-11. https://doi.org/10.1002/mde.3200
Priester, A., Robbert, T. y Roth, S. (2020) A special price just for you: effects of personalized dynamic pricing on consumer fairness perceptions. J Revenue Pricing Manag 19, 99-112. https://doi.org/10.1057/s41272-019-00224-3
Salgado, L. y Espejel, J. E. (2016). Análisis del estudio de las relaciones causales en el marketing. Innovar, 26(62), 79-94. https://doi.org/10.15446/innovar.v26n62.59390
Shirai, M. y Satomura, T. (2021) Unit pricing for multiple product sizes: identifying moderators and mediators of consumer evaluations, European Journal of Marketing, 55(5), 1539-1566. https://doi.org/10.1108/EJM-08-2018-0560
Tang, Y., Song, Y., Xu, C. y Fan, T. (2021) Optimal pricing and ordering policies with different patience levels of consumers. Industrial Management & Data Systems,121(2), 436-455. https://doi.org/10.1108/IMDS-08-2020-0491
Theysohn, S., Klein, K., Volckner, F. y Spann, M. (2013). Dual effect-based market segmentation and price optimization. Journal of Business Research, 66(4), 480-488. https://doi.org/10.1016/j.jbusres.2011.11.007
Wang, J., Pham, T. L. y Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: a moderated mediation model of perceived food quality and price sensitivity. Int. J. Environ. Res. Public Health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
Wang, X., Ma, P. y Zhang, Y. (2017). Pricing and inventory strategies under quick response with strategic and myopic consumers. International Transactions in Operational Research: A Journal of The International Federation of Operational Research Societies, 27, 1729-1750. https://doi.org/10.1111/itor.12453
Wei, Q., Zhang, J. y Zhu, G. (2022). Pricing and inventory carryover strategy considering cost learning effect and strategic consumers. International Transactions in Operational Research: A Journal of The International Federation of Operational Research Societies, 31(1), 541-567. https://doi.org/10.1111/itor.13105
Yan, B. y Ke, C. (2018). Two strategies for dynamic perishable product pricing to consider in strategic consumer behaviour. International Journal of Production Research, 56(5), 1757-1772. https://doi.org/10.1080/00207543.2015.1035814
Yuan, X., Ma, Z. y Zhang, X. (2023) Dynamic pricing for the successive-generation products in the presence of strategic customers and limited trade-in duration. Kybernetes, 52(11), 5329-5352. https://doi.org/10.1108/K-02-2022-0237
Zhang, X., Gu, X. y Qu, Y. (2023) Research on pricing strategy of online education products considering consumers' matching degree and price comparison behavior. Kybernetes, 52(8), 2672-2692. https://doi.org/10.1108/K-11-2021-1141
Zorbas, C., Eyles, H., Orellana, L., Peeters, A., Mhurchu, C. N., Riesenberg, D. y Backholer, K. (2020). Do purchases of price promoted and generic branded foods and beverages vary according to food category and income level? Evidence from a consumer research panel. Appetite, 144(104481). https://doi.org/10.1016/j.appet.2019.104481
Zuiderveen-Borgesius, F. y Poort, J. (2017). Online price discrimination and EU data privacy law. Journal of Consumer Policy, 40(3), 347-366.
https://doi.org/10.1007/s10603-017-9354-z
Arora, A., Rani, N., Devi, C. y Gupta, S. (2022) Factors affecting consumer purchase intentions of organic food through fuzzy AHP, International Journal of Quality & Reliability Management, 39(5), 1085-1103. https://doi.org/10.1108/IJQRM-01-2021-0019
Aviv, Y., Wei, M. M. y Zhang, F. (2019). Responsive Pricing of fashion products: the effects of demand learning and strategic. Consumer behavior. Management Science, 65(7), 2982-3000. https://doi.org/10.1287/mnsc.2018.3114
Boada, A, Herrera, B, Zapata, D. y Vahos, F. (2022). Fijación de precios: Estrategias que todo emprendimiento debe tener en cuenta. Baltic Journal of Law & Politics, 15(3), 2198-2217. https://bit.ly/3wwJwIQ
Bozkurt, S. y Gligor, D. (2019). Customers behavioral responses to unfavorable pricing errors: the role of perceived deception, dissatisfaction and price consciousness. The Journal of Consumer Marketing, 36(6), 760-771. https://doi.org/10.1108/jcm-06-2018-2726
Buyukdag, N., Soysal, A. N. y Kitapci, O. (2020). The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research. Journal of Retailing and Consumer Services, 55, 102112. https://doi.org/10.1016/j.jretconser.2020.102112
Cheah, Jun-Hwa, Waller, D., Thaichon, P., Ting, H. y Lim, Xin-Jean (2020). Price image and the sugrophobia effect on luxury retail purchase intention. Journal of Retailing and Consumer Services, 57(102188). https://doi.org/10.1016/j.jretconser.2020.102188
Chen, Q., Huang, R. y Hou, B. (2020). Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions, Current Issues in Tourism, 23(23), 2950-2971, https://doi.org/10.1080/13683500.2020.1776687
Chen, Y.-T., Lan, L.-C. y Fang, W.-C. (2021) What do customers want? The impact of pricing tactic persuasion knowledge and frequency of exposure, British Food Journal,123(7) 2321-2334. https://doi.org/10.1108/BFJ-04-2020-0343
Chung, J. y Li, D. (2013). The prospective impact of a multi-period pricing strategy on consumer perceptions for perishable foods. British Food Journal (Croydon, England), 115(3), 377-393. https://doi.org/10.1108/00070701311314200
De la Rubia, M. (2019). Revisión de los criterios para validez convergente estimada a través de la Varianza Media Extraída. Psychologia. Avances de la disciplina, 13(2), 25-44. https://bit.ly/4bQbq2i
Díaz, M. G. y Paredes, C. M. (2019). Relación entre las estrategias de fijación de precio y la decisión de compra en un supermercado en la ciudad de Cajamarca en el año 2018. [Tesis de Grado]. Repositorio de la Universidad Privada del Norte. https://bit.ly/3IcCkUy
Forero-Bautista, A. y Ortegón-Cortázar, L. (2023). Por qué visitar lifestyle centers? Variables alternativas de atracción a través de un modelo de ecuaciones estructurales. Retos Revista de Ciencias de la Administración y Economía, 13(25), 79-95. https://doi.org/10.17163/ret.n25.2023.06
Gisches, E. J., Qi, H., Becker, W. J. y Rapoport, A. (2021) Strategic retailers and myopic consumers: Competitive pricing of perishable goods. Journal of Behavioral and Experimental Economics, 92(101700). https://doi.org/10.1016/j.socec.2021.101700
Gonzaga-Añazco, S. J., Alaña-Castillo, T. P. y Yánez-Sarmiento, M. M. (2018). Estrategias para la fijación de precios de productos de consumo masivo en la provincia de El Oro. Revista Universidad y Sociedad, 10(2), 221-227. https://bit.ly/3TjViPL
Hair, J. F., Black, W. C., Babin, B. J. y Anderson, R.E. (2010) Multivariate Data Analysis. 7th Edition. Pearson.
Hajibaba, H., Grun, B. y Dolnicar, S. (2020) Improving the stability of market segmentation analysis, International Journal of Contemporary Hospitality Management, 32(4), 1393-1411, https://doi.org/10.1108/IJCHM-02-2019-0137
Hassan, N., Hashim, N., Padil, K. y Bakhary, N. (2022). Uncertainties: An investigation of aleatory and epistemic errors in market segmentation analysis. Journal of Convention & Event Tourism, 24(1), 1-31. https://doi.org/10.1080/15470148.2022.2089796
Hinterhuber, A. (2015). Violations of rational choice principles in pricing decisions. Industrial Marketing Management, 47, 65-74. https://doi.org/10.1016/j.indmarman.2015.02.006
Kalyanaram, G., Saini, G. K., Mony, S. y Jayasankaran, N. (2022) Behavioral response to online pricing: empirical and managerial insights, Journal of Indian Business Research, 14(2), 167-185. https://doi.org/10.1108/JIBR-07-2021-0281
Ku, H.-H., Wang, S.-H. y Chiang, H.-W. (2020) Framing a promotional offer as free-with-purchase or as a bundle? The perspective of information salience, Marketing Intelligence & Planning, 38(4), 495-507. https://doi.org/10.1108/MIP-04-2019-0198
Li, H. y Peng, T. (2020) How does heterogeneous consumer behavior affect pricing strategies of retailers? IEEE Access, 8 165018-165033. https://doi.org/10.1109/ACCESS.2020.3022491
Mandviwalla, M. y Flanagan, R. (2021). Small business digital transformation in the context of the pandemic. European Journal of Information Systems, 30(4), 359-375. https://doi.org/10.1080/0960085X.2021.1891004
Mejía, J. F. y Valencia, A. (2024). Un enfoque antropológico a la segmentación de mercados: aportes de las variables cualitativas en clasificación de consumidores/usuarios. Tendencias, 25(1), 220-243. https://doi.org/10.22267/rtend.242501.247
Nakandala, D., Lau, H. y Zhang, J. (2021). Pricing of fresh food enterprises in different market structures. Enterprise Information Systems, 15(3), 373-394. https://doi.org/10.1080/17517575.2020.1722250
Park, I., Jung, I. y Choi, J. (2020) Market competition and pricing strategies in retail supply chains, Manage Decis Econ., 41(8), 1-11. https://doi.org/10.1002/mde.3200
Priester, A., Robbert, T. y Roth, S. (2020) A special price just for you: effects of personalized dynamic pricing on consumer fairness perceptions. J Revenue Pricing Manag 19, 99-112. https://doi.org/10.1057/s41272-019-00224-3
Salgado, L. y Espejel, J. E. (2016). Análisis del estudio de las relaciones causales en el marketing. Innovar, 26(62), 79-94. https://doi.org/10.15446/innovar.v26n62.59390
Shirai, M. y Satomura, T. (2021) Unit pricing for multiple product sizes: identifying moderators and mediators of consumer evaluations, European Journal of Marketing, 55(5), 1539-1566. https://doi.org/10.1108/EJM-08-2018-0560
Tang, Y., Song, Y., Xu, C. y Fan, T. (2021) Optimal pricing and ordering policies with different patience levels of consumers. Industrial Management & Data Systems,121(2), 436-455. https://doi.org/10.1108/IMDS-08-2020-0491
Theysohn, S., Klein, K., Volckner, F. y Spann, M. (2013). Dual effect-based market segmentation and price optimization. Journal of Business Research, 66(4), 480-488. https://doi.org/10.1016/j.jbusres.2011.11.007
Wang, J., Pham, T. L. y Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: a moderated mediation model of perceived food quality and price sensitivity. Int. J. Environ. Res. Public Health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
Wang, X., Ma, P. y Zhang, Y. (2017). Pricing and inventory strategies under quick response with strategic and myopic consumers. International Transactions in Operational Research: A Journal of The International Federation of Operational Research Societies, 27, 1729-1750. https://doi.org/10.1111/itor.12453
Wei, Q., Zhang, J. y Zhu, G. (2022). Pricing and inventory carryover strategy considering cost learning effect and strategic consumers. International Transactions in Operational Research: A Journal of The International Federation of Operational Research Societies, 31(1), 541-567. https://doi.org/10.1111/itor.13105
Yan, B. y Ke, C. (2018). Two strategies for dynamic perishable product pricing to consider in strategic consumer behaviour. International Journal of Production Research, 56(5), 1757-1772. https://doi.org/10.1080/00207543.2015.1035814
Yuan, X., Ma, Z. y Zhang, X. (2023) Dynamic pricing for the successive-generation products in the presence of strategic customers and limited trade-in duration. Kybernetes, 52(11), 5329-5352. https://doi.org/10.1108/K-02-2022-0237
Zhang, X., Gu, X. y Qu, Y. (2023) Research on pricing strategy of online education products considering consumers' matching degree and price comparison behavior. Kybernetes, 52(8), 2672-2692. https://doi.org/10.1108/K-11-2021-1141
Zorbas, C., Eyles, H., Orellana, L., Peeters, A., Mhurchu, C. N., Riesenberg, D. y Backholer, K. (2020). Do purchases of price promoted and generic branded foods and beverages vary according to food category and income level? Evidence from a consumer research panel. Appetite, 144(104481). https://doi.org/10.1016/j.appet.2019.104481
Zuiderveen-Borgesius, F. y Poort, J. (2017). Online price discrimination and EU data privacy law. Journal of Consumer Policy, 40(3), 347-366.
https://doi.org/10.1007/s10603-017-9354-z
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abr 18, 2024
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