Class and Color Blindness in Mexican Consumer Segmentation

Posted by Marcel Rosa-Salas – doctoral student in Sociocultural Anthropology  at NYU The trade organization responsible for developing los niveles socioeconomicos, the Mexican approach to consumer segmentation, takes inspiration from French and British consumer segmentation models. Whereas traditional consumer segmentation models in the United States rely more explicitly on conceptions of race, several global ad agencies haveContinue reading “Class and Color Blindness in Mexican Consumer Segmentation”

¿Cuál es tu nivel?: Studying Consumer Segmentation in Mexico

Posted by Marcel Rosa-Salas – doctoral student in Sociocultural Anthropology  at NYU Mexico City is one of Latin America’s thriving hubs for the marketing industry, home to both small boutique agencies and satellite offices of global holdings. For the past two weeks, I have been in the city doing research on consumer segmentation in its advertisingContinue reading “¿Cuál es tu nivel?: Studying Consumer Segmentation in Mexico”