TOWARDS THE CONFIGURATION OF A PROFILE OF THE NEW CONSUMER IN MEXICO

Abstract

The present work is a critical analysis of Mexican consumer behavior to date. It is an exploratory-qualitative research, through the technique of qualitative content analysis (Bardin, 1996; Mayring, 2000; Pérez, 1994; Krippendorff, 1990) and based on study topics factors in consumer behavior as cultural (culture, subculture and social class), social (reference groups, family, roles and status), personal (age and stage in the life cycle, occupation, economic situation, personality and self-concept) and psychological , perception, learning, beliefs and attitudes) (Solomon, Russell-Bennett, & Previte, 2013) (Kotler, 2012). Based on the heritage of the ancestors, the economic, political and social evolution of the country, the new population trends, the increase of the adult population and, consequently, the decline of the children and the impact of globalization, Mexico remains a country with partying citizens? Are Mexicans still irreverent to death? The Mexican is still distrustful of his skills and abilities, but solves his style problems? How has the consumption behavior of the Mexican changed? Based on the analysis of the information presented, it can be said that the new Mexican consumer will continue to be happy, cheerful and irreverent that has been for centuries. Without fear of death, partying for everything and nothing, proud of their land, customs and family. He will also continue being the mestizo calzonudo with shoes of gachupin, that now consumes European and gringas marks because he is already of first world. He is stubborn, but sensitive and concerned about the mistreatment of animals. Although carefree and indifferent to the neighbor and with the emergence and relatively easy access of the internet has become a consumer more informed and more responsible to consumption: in price, quantity, quality and environmental impact.