The research, conducted in the first half of the year by the Technical Committee of the Association (in formation) at Market Research Agencies, reveals interesting results for the marketing departments, which can now focus on promoting their products and services with better accuracy in the socioeconomic level they are interested in.

An article in Contrapoder.com.gt states that: "The study identified the most sensitive variables for identifying the social level of households and created a new point based classification model. The result, though closely related to income, also takes into account as a basic criteria, the standard of living of households, that is to say it deals with both their ability to spend as well as their willingness to spend. "

According to the study, 1.8% of the country's urban population belongs to the high socioeconomic group, 35.4% are in the middle class bracket and 62.8% in the lowest level.

Source: Contrapoder.com.gt

More on this topic

New Reality, New Consumers

May 2020

In this context of commercial transformation, Guatemalan consumers have visited supermarkets less and have become more interested in e-commerce services. In addition, in recent weeks’ fast food has gained great interest among the population.

CentralAmericaData's interactive information system monitors in real time the change in consumer habits in all markets in the region, with detailed information essential for understanding the new commercial environment that has emerged in an accelerated manner.

Purchase patterns: Changes to Be Permanent

April 2020

Increased demand for cleaning products, the use of e-commerce as a purchasing channel and the preference for functional foods are some of the new trends that will prevail in the medium and long term, once the pandemic is overcome.

According to a study prepared by the Foreign Trade Promoter of Costa Rica (Procomer), the outbreak of covid-19 has caused changes in consumer behavior and to take advantage of the opportunities one must begin to understand those that will come after the pandemic is overcome.

Which Brands Don't Succeed in the Female Market?

May 2019

When brands don't know how to approach women, this segment of the population removes products from their value equation because they can't establish a rational, less emotional relationship.

4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out the study "A Guide to Understanding the Consumer", and one of its objectives was to understand how women behave with respect to brands in the Guatemalan market, in a context of economic slowdown.

Where Are The Consumers?

April 2019

Between 22% and 25% of the population that moves daily through the Greater Metropolitan Area of Costa Rica does so through the central areas of San José, Heredia, Alajuela and Cartago.

An analysis of Costa Rica's floating population, developed by CentralAmericaData's Trade Intelligence Unit, provides interesting results on the characteristics of the people who move from one place to another every day through the streets of the Greater Metropolitan Area.