Author Archives: masalas8

Class and Color Blindness in Mexican Consumer Segmentation

Advertisement from upscale department store in Mexico City

Advertisement from upscale department store in Mexico City

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 have their own based entirely on class status. What distinguishes class-based consumer segmentation in Mexico is the particular social, cultural, economic and political dynamics that maintain a staunch commitment to color blindness. This commitment shapes the way this socioeconomic stratification looks as well as the way it is discussed by marketers in Mexico.

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

Posted by Marcel Rosa-Salas – doctoral student in Sociocultural Anthropology  at NYU

Salas-Mexico-Book

The guidebook marketers use for segmenting Mexican consumers

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 advertising and consumer research industries. Thus far, it has been a rich field site for examining this topic.

Through conducting interviews with advertising executives and consumer researchers, I want to understand how knowledge about Mexican consumers is produced in the professional discourse of these industries. I’m also looking to gain insight into the historical, social and cultural context within which marketing professionals produce this knowledge, and the ways in which they put it into practice in consumer research literature and advertising strategy.

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