Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima

Rolando Arellano Cueva, Rolando Arellano Bahamonde
Arellano Investigación de Marketing
Percy Vigil Vidal
Administradora Panamericana


Many businesses still envision consumers from emerging populations as if they were newcomers to the traditional middle class. Our research on lifestyles segmentation in several Latin American countries reveals that emerging middle classes show specificities so distinctive that therefore need an original business model. We present as evidence the research made for the "Mega Plaza", the first mall in the slums of Northern Lima, whose findings were fundamental for designing a very successful and now iconic mall aimed for these new consumers.

Discussion questions