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'Customer segments according to price sensitivity', by Professor Josep F. Valls


The ESADE Alumni Argentina Chapter is pleased to invite you to ''Types of customers according to price sensitivity", a talk by Professor Josep F. Valls of ESADE’s Marketing Management Department and chair at Ramon Llull University on Tuesday 13th December at 19.30 in Buenos Aires.

Since the low-cost phenomenon first appeared in the early noughties, price has become an increasingly important factor in consumer decision-taking.

According to a comparative analysis by ESADE Business School, during the severe economic crisis that has affected Europe, the number of consumers looking for lower prices has increased considerably (from 24.4% to 29.2%) whilst those looking for value has not fallen at all (25%). In other words, one in three consumers is price sensitive. Those who usually buy luxury brands still account for one quarter of all consumers (Valls, Petrova, Sureda et al., ''Evolución de las tipologías de consumidores ante la sensibilidad al precio'', Docfradis 05, 2014).

A great opportunity to keep abreast of new developments and widen your circle of professional contacts.

After the session we will offer a networking cocktail.

Save the date and sign up to be sure of a seat!



Josep F. Valls

Professor in ESADE’s Marketing Management Department and chair at Ramon Llull University. After a career in media company management, Josep has worked for more than twenty-five years in fields related to marketing and tourism as a teacher, researcher, writer and consultant.



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