<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422020000100114</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2020.2182</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[A study of food retailing: How does consumer price sensitivity vary across food categories and retailer types in Mexico?]]></article-title>
<article-title xml:lang="es"><![CDATA[Estudio sobre comercio al detalle de alimentos: ¿Cómo afecta la sensibilidad al precio entre categorías de alimentos y formatos de detallistas en México?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz]]></surname>
<given-names><![CDATA[Eduardo R.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ivanic]]></surname>
<given-names><![CDATA[Aarti S.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Durazo-Watanabe]]></surname>
<given-names><![CDATA[Eduardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Centro de Enseñanza Técnica y Superior  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of San Diego  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>USA</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<volume>65</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422020000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422020000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422020000100114&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The cost of food in Mexico has increased over several decades. Currently, consumers have several choices for buying food, which prompts retail managers to implement pricing strategies designed to attract more customers. The problem is that several retailers do not have a clear understanding of consumer price sensitivity, the effect of non-price promotions, and the variations across retail formats. This research will address these issues by analyzing scanner sales data and mystery shopper price reports to calculate price sensitivity across six food categories sold in four retail chains. Results indicate that product demand, in most food categories, is sensitive to price changes at big-box retail competitors and not traditional supermarket retailers. Additionally, results indicate that the six food categories in the study are sensitive to feature advertising. Retail managers can use these findings to help define their value propositions, focus their pricing strategies, and inform their marketing communications strategy.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El costo de alimentos en México incrementó en las últimas décadas. Actualmente, los consumidores tienen varias opciones donde comprar alimentos, por lo que detallistas compiten mediante estrategias basadas en precio. El problema es que los gerentes de estos negocios no tienen suficiente conocimiento sobre sensibilidad a cambios de precios, el impacto de la promoción, y variaciones entre formatos de tiendas. En este estudio se analizan reportes de demanda generados en puntos de venta e información de precios tomada de reportes de cliente misterioso. Los resultados sugieren que la sensibilidad al precio es significativa en los casos de las cadenas de tiendas grandes, pero no en el caso de los supermercados tradicionales. Asimismo, las seis categorías de alimentos son sensibles al uso del tabloide como instrumento de promoción. Los distribuidores de alimentos pueden utilizar estos hallazgos para desarrollar propuestas de valor, diseñar estrategias de precios, y de promoción.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Price sensitivity]]></kwd>
<kwd lng="en"><![CDATA[Retail marketing]]></kwd>
<kwd lng="en"><![CDATA[Food marketing]]></kwd>
<kwd lng="en"><![CDATA[L81]]></kwd>
<kwd lng="en"><![CDATA[M21]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[Sensibilidad al precio]]></kwd>
<kwd lng="es"><![CDATA[Mercadotecnia detallista]]></kwd>
<kwd lng="es"><![CDATA[Mercadotecnia de alimentos]]></kwd>
<kwd lng="es"><![CDATA[L81]]></kwd>
<kwd lng="es"><![CDATA[M21]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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