Consumers’ perception of different types of food markets in Mexico

Abstract

Developing countries such as Mexico have diverse food retail channels classified into three main groups: Supermarkets in their diverse variants (hypermarkets, medium and small supermarkets, and gourmet supermarkets); traditional food supply channels classified in Traditional markets, Tianguis, and grocery stores and Alternative markets. Despite the wide array of options, there is a lack of information on consumers’ perceptions of these different spaces. Therefore, the objective of the present study was to analyse consumers’ perceptions of Traditional markets, Tianguis, Supermarkets and Alternative markets in central Mexico. A questionnaire was applied with three sections: free word association (FWA), purchase habits and socioeconomic aspects. Four hundred and eighty consumers were surveyed, 120 in each type of market. The words mentioned during the FWA were grouped according to category and dimension and were analysed with a chi‐squared test. The relationship between categories and markets was analysed by multiple correspondence analysis and the remaining variables by descriptive statistics. Supermarkets were related to processed foods and nonfood items and were considered accessible, practical and modern spaces. Traditional markets and Tianguis were perceived as traditional and associated with social commitment and fresh foods but were also perceived as lacking in infrastructure, insecure and impractical. Alternative markets were viewed as innovative spaces offering alternative foods, albeit expensive. The interviewed consumers were mostly women. Those approached in Supermarkets and Alternative markets tended to be millennials, and in Tianguis and Traditional markets tended to belong to Generation X (born between 1965 and 1982). Also, most of those in Alternative markets had university or postgraduate degrees. In conclusion, consumers had a clear perception of the different types of markets as well as their advantages and disadvantages. This study contributes to empirical knowledge on the persistence of traditional markets and the incorporation of alternative markets in developing countries in spite of the growth of Supermarkets.

Consumers’ Marketing Channel Choice and the Impact on Logistics and Operations: A Systematic Literature Review of the Fresh Food and Grocery Sector

“…Specialty food stores can be considered an intermediated channel for fruits and vegetables and offer more convenience and a wider assortment than farmers' markets [46]. These types of stores are considered to provide organic fresh foods with high quality based on an innovative concept [47]. It is also worth mentioning that alternative direct channels, such as farmers' markets, can offer various products besides fruit and vegetables [48], hence providing convenience for their customers.…”

“…In addition to convenience, product assortment or range is one of the variable categories discussed by a considerable number of papers selected for the present SLR. Indeed, consumers are sensitive to product assortment when choosing a channel to purchase their groceries or fresh food [21,43,47]. An expansion of consumers' share of wallet can be stimulated when there is better integration between online and offline assortments [20].…”

Perceived value in food retail: moderating effect of store format

“…Thus, the effectiveness of a food retail format depends significantly on the global value proposal sought by the consumer for a given occasion. In this sense, Graciola et al (2020) pointed out that the relationship between perceived value and purchase intention is influenced by the store format, which means that the formats may generate a different perceived value which may impact differently on purchase intention (Escobar-López et al, 2021).…”

Cafeterías sostenibles y alimentación soberana desde la responsabilidad social universitaria

“…Los datos se recabaron mediante un cuestionario adaptado para cada tipo de actor presente, seis cuestionarios a organizadores, 45 a productores y 270 a consumidores. El cuestionario constó de dos apartados: 1) En el primero se hace referencia a frases sobre las convenciones sociales (Andersen, 2011; Boltanski y Thévenot, 2006;Forssell y Lankoski, 2017;Rosin y Campbell, 2009) y a alimentos orgánicos al ser el tipo de productos que se vinculan a este tipo de mercados (Escobar-López et al, 2021) (véase cuadro 2), se calificaron con una escala Likert de 5 puntos. 2) El siguiente apartado consideró aspectos sociodemográficos (edad, sexo, ingreso familiar, nivel educativo y estado civil).…”