Prisma Index: Geomarketing applied to RetailTarget was the department store chain chosen to carry out the study. At Prisma, we created our own Index to analyze how prices and consumption levels of specific products vary through different states of the United States. 2 An example of an index known by many is the Big Mac Index, created by the British magazine The Economist in 1986. Its main purpose is to measure disparity in the purchasing power of consumers in different countries based on the price of a “ st a n d a r d ” worldwide product like the Big Mac. In the study, the price of the Big Mac replaces the basket traditionally used by economists to measure the variations of consumer prices in diverse locations. . Also, the “ B i g Mac i n d ex ” enables us to estimate how expensive (over

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