1、Bundled Benefits of Retail Memberships in MexicoApril 2024Mame Maloney,Jeff D.Brazellccianet.org Bundled Benefits of Retail Memberships in Mexico 1 CONTENTS Executive Summary.2 Literature Review.5 A.Retailer Benefits of Bundling.5 B.Consumer Price Savings from Bundles.7 C.Consumer Perception of Bund

2、les.8 Bundling Strategies Used by Retailers.10 Consumer Survey.15 A.Membership and Multi-homing.16 B.Importance of Product Features to Customers Purchase Decisions.19 C.Consumers Willingness to Pay for Membership Attributes.20 D.Consumer Preferences.23 E.Frequency of Use.32 Conclusion.38 :Survey Met

3、hodology.39 :Additional Survey Results.40 Bundled Benefits of Retail Memberships in Mexico Bundled Benefits of Retail Memberships in Mexico 2 Executive Summary123 _ Customer benefit programs are gaining notable traction in Mexico,reflecting a global trend towards retailers offering a variety of cust

4、omer benefits to compete in the highly competitive retail space,including subscription-based models that package multiple attributes.With an appreciating currency,decreasing unemployment,and increasing availability of internet access,4 the Mexican consumer is poised more than ever to take advantage

5、of customer benefit programs that leverage technology to bring consumers value.This paper examines retail memberships the ways retailers are packaging collections of benefits in the Mexican market today,presenting findings from a survey assessing Mexican consumers reactions to the attributes and fea

6、tures of customer benefit programs.Our research follows an analogous study of the US market(“US Bundling Study”).5 We find that although the range of features included in retail membership in Mexico is less diverse than in the US market,Mexican consumers enjoy the available features and would be eag