美國可口可樂市場分析管理知識報告(英文版)(PPT 83頁)

美國可口可樂市場分析管理知識報告(英文版)(PPT 83頁)簡介：

Typically low-end consumers
Useful to gain insights on the low-end market, already studied by CCRRC
Analysis more useful in a study to increase the penetration of modern format, what is not the scope of this project

Primary population of interest for the CCRRC
Only respondents able to provide answers and crossable data for:
Accuracy of price perception
Price perception drivers for modern format
Effectiveness of promotional activity in price perception building

Latin America: diversity of consumers, and not just in the depth of their pockets
The few key levers that matter in building price perception – and the one that doesn’t
Consumers (mostly) getting it right in their search for value
Retailers have an opportunity to get it right more often in their search for a better price proposition

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