PRESENCE OF THE DOUBLE JEOPARDY PHENOMENON IN THE PURCHASE OF RECURRENT CONSUMER PRODUCTS IN MEXICAN HOUSEHOLDS
DOI:
https://doi.org/10.24054/face.v21i3.1135Abstract
La Para identificar la presencia del fenómeno de la doble incriminación en los hogares mexicanos, se realizó un estudio
cuantitativo longitudinal a través de un panel de 65 hogares en el Estado de Morelos, 65 hogares en la Ciudad de
México y 22 hogares en Yucatán, los tickets de Compra realizados fueron registraron en Excel durante 12 semanas, y
luego analizaron y midieron los comportamientos de compra recurrentes en esos hogares. Los productos
seleccionados fueron cereales y yogur.
Como resultado, se encontró la presencia de doble Jeopardy en las compras realizadas por los hogares mexicanos.
La investigación también reporta pequeñas desviaciones y excepciones, todos los consumidores son diferentes y
generalmente tienden a comportarse de manera homogénea con el segmento al que pertenecen.
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