Reaching the consumers

Marketing opportunities

Consumer behavior

The buying decision is strongly influenced by family and friends, but the most of the time, the buyer is the housewife. Mexicans frequently use customer service.  Promotional prices are very much appreciated.

Consumer profile and purchasing power

It is difficult to influence a Mexican consumer, he is aware of brand names, he is well informed and demanding on the cost-benefit ratio. Mexicans expect to be treated individually and prefer the places where there is personalized service.  In general, Mexicans are very loyal to their preferred brands.

Consumers associations

Federal Commission for Consumer Protection (PROFECO)
Civil Association for Consumer Assistance
Telecommunications Federal Commission (COFETEL)

Main advertising agencies

021
JWT Mexico
KP Alazraki
Employers' Welfare Action
Mexican Association of Advertising Agencies

Distributing a product

Evolution of the sector

The three large commercial zones of the country are: the capital (Federal District) and its suburbs, Guadalajara and Monterrey. There is acute influence of the United States on consumer habits in the big cities. However, it is important to take into account that 20% of the population lives below poverty level and more than 58% in precarious conditions.

Market shares

The rise of the middle class in recent years has considerably increased the importance of the large-scale distribution sector provoking a decline on the traditional trade. Supermarkets have taken a great space: Wal Mart de México, Mexican Commercial Controller and Giant Group are the main Mexican groups in terms of large-scale distributors. Organización Soriana and Chedraui are provincial chains. 
The concept of mail-order selling and teleshopping is rapidly increasing.

Organizations in the retail sector

Ministry of Trade and Industry - Ministry of Economy
Directory of Wholesalers and Retailers in Mexico
Retailing in Mexico - Euromonitor

Market access procedures

International Conventions

Member of World Trade Organisation
Member of OECD
Party to the Kyoto protocol
Party to the Washington convention on International trade in endangered species of wild fauna and flora
Party to the Basel convention on the Control of Transboudary Movements of Hazardous Wastes and their disposal
Party to the Montreal protocol on Substances that deplete the Ozone Layer
Party of the International coffee agreement 2001

Main International economic cooperation

Free trade agreements with the European Union, North America, the European Free Trade Association, and trade agreements with Mercosur, the Northern Triangle, Japan and Israel. For further information:

Mexican Trade Agreements

Non tariff barriers

Since Mexico joined the GATT in 1986, there are less products that are subject to an import license. For the products that are still regulated, a permit must be obtained from the Ministry of the Economy .  There is still a large number of particular conditions for textile products.  About 10% of imported goods are checked in detail, especially in the automobile, chemical, pharmaceutical, metallurgical and agricultural sectors.
Origin regulations,  allow goods to benefit from reductions of duty taxes (especially for textiles). However these rules have become more rigorous since Mexico signed the North America Free Trade Agreement NAFTA or TLCAN (in Spanish) . 
The Annex 401 refers to the origin regulations which is part of the country's national legislation.

Customs duties and taxes on imports

In 2006, the average tax rate, according to UNCTAD (United Nations Conference on Trade and Development), was of 11.5%. It is a very high rate, when compared to the tax rate applied in other emerging countries such as Brazil, China and Russia.

For further information on taxes when entering Mexico, click here.

Customs classification

Mexico participates in the Harmonized System of Goods Classification's.

Import procedures

The importing agent is in charge of handling all the formalities and he requests the authorization to allow customs clearance.  It is advised to work with experienced importing agents.

The agent must present an import requisition (issued by the Ministry of the Economy), as well as a commercial invoice, a bill of lading, an exemption permit, and a certificate establishing the origin of the goods so that the corresponding taxes and duties can be applied.

General import taxes depend on the tariff bracket in which the imported goods are classified, in conformity with the Tariff of the General Import and Export Taxes Law or the Mexican Tax  Allowance Table proposed in the free trade treaties.

Importing samples

Samples must be classified according the customs list 9801.00.01 of the Legislation of General Tax for Imports and Exports, and they cannot be the object of commercialization.

For further information

Mexican Customs Official Website
National Market Information and Integration System

Organizing goods transport

Main useful means

Transportation of goods by road insures more than 50% of commercial freight. The road network is vast (355 796 km).
Maritime international trade goes through the ports of Lazaro Cardenas, Manzanillo, Veracruz,  Dos Bocas and Cayo Arcas.
The railway is mostly used for transporting large volumes of goods to the main ports and borders.
Air transport of goods is going through a difficult period due to the lack of infrastructures and the price of fuel.

Ports

Ports of Mexico

Airports

Mexico's airports

Sea transport organizations

Ministry of Communications and Transportation -
Port and Marina Mercante

Air transport organizations

Ministry of Transportation, Communications Infrastructures, and Civil Aeronautics

Road transport organizations

Ministry of Transportation, Communications Infrastructures, and Civil Aeronautics

Rail transport organizations

Ministry of Transport, Communications Infrastructures, and Civil Aeronautics - Rail Transport

Identifying a supplier

Type of production

Industrial activities represented 18.5% of the gross domestic product (PIB) in Mexico during the second quarter 2008 and about 90% of all exports, where the fields of  food industry, automobile and electronics excelled.
The Assembly Plant Industry (Maquiladoras) occupies an important place in the manufacturing sector (about 80% of the production) due to the tax reductions negotiated on the treaty of free trade in North America, and also to the exporting help programs promoted by the Ministry of Economy.

Business directories

Mexican Trade Directory
Clic5 - Mexican Trade Directory
Directory of Mexican Suppliers
Mexican Employers' Information System

Manufacturers associations of the main industries

National Chamber of Textile Industry
National Chamber of iron and steel
National Chamber of Transformation Industries
National Chamber of construction Industries

Trade Agencies and their representations abroad

French-Mexican Chamber of Commerce and Industry
Chamber of Commerce of Mexico

Enterprises federation

Mexican Employers' Information System