Mexican market researchers have defined three “Socio-Economic Levels” (SEL; niveles socioeconómicos) of Mexico’s urban population which is of particular interest to marketers. 1 The high Socio-Economic Level (SEL) makes up around 8% of the urban population of Mexico (see Table 4). This is beyond any doubt the most interesting customer segment for Swiss exporters of high quality consumer products. Parts of the Medium SEL (which totals 29% of the urban population) might also be in a position to afford Swiss products. According to other classifications, around 22% of the population belong to the middle and upper classes. These are characterised by graduate or postgraduate education, house and car ownership, as.
