Consumers’ perception of different types of food markets in Mexico

Abstract

AbstractDeveloping 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.