Presencia del fenómeno de la doble penalización en la compra de productos de consumo recurrente en los hogares mexicanos.
DOI:
https://doi.org/10.24054/face.v21i3.1135Abstract
To identify the presence of the double jeopardy phenomenon in Mexican households, a longitudinal quantitative study was conducted through a panel of 65 households in the State of Morelos, 65 households in Mexico City, and 22 households in Yucatán. Purchase receipts were recorded in Excel for 12 weeks, and then recurrent purchasing behaviors in those households were analyzed and measured. The selected products were cereals and yogurt.
As a result, the presence of double jeopardy was found in purchases made by Mexican households. The research also reports small deviations and exceptions; all consumers are different and generally tend to behave homogeneously within their segment.
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