Abstract

JIMENEZ TORRES, Nadia Huitzilin  and  SAN MARTIN GUTIERREZ, Sonia. The Psycho-Sociological and Demographic Profile of the Mexican Consumer. Estud. demogr. urbanos [online]. 2013, vol.28, n.3, pp.681-710. ISSN 2448-6515.  https://doi.org/10.24201/edu.v28i3.1450.

Although 80% of the world's population lives in emerging markets and developing countries, such as Mexico, there is a dearth of research on consumers in these countries. The aim of this study is to determine the profile of the Mexican consumer based on psycho- sociological variables such as ethnocentrism, cultural openness, patriotism, collectivism and demographic characteristics. To this end, information was gathered from a sample of 274 consumers. A factor analysis was conducted of the main components and a cluster analysis undertaken whereby individuals were classified into three groups with different psycho-sociological and demographic profiles.

Keywords : ethnocentrism; cultural openness; patriotism; collectivism; typology; consumers and cluster analysis.

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