El Segmento de Mercado LOHAS en la Migración de Retiro. Una Oportunidad de Negocios para los Productores Locales en San Miguel De Allende, Guanajuato, México

Resumen

Emergent market segments in San Miguel de Allende, Guanajuato, Mexico, specifically the one calles LOHAS (Lifestyle of Health and Sustainability) represents business opportunities for the local manufacterers and retailers. The aim of this research is to examine the retirement migrants, in the stages of midlife and mature adulthood who reside in this city in order to identify their lifestyle and their consumer behaviors. This exploratory study was approached under a mixed approach to a random sample of 101 migrants and 10 depth interviews with both consumers and local retailers. The results were analyzed using Pearson correlations and partial least squares (PLS). An overall assesment of this research, shed some light that the analyzed population is willing to pay more for environmentally friendly products and they prefer to buy at local stores. The above finding is relevant for business studies because this consumer profile, called LOHAS, may represent new consumer markets for producers.