Unclassed consumption: A new Brazil emerges

This paper investigates consumption motivations in Brazil, and argues that differences between socio-economic classes has become less marked, making segmentation along these lines ineffective for marketers.

Unclassed consumption: A new Brazil emerges

André OliveiraBox1824

Introduction

Brazil's economic transformations in the past years and how transformations impacted market and society

Historically, Brazil has always been characterized by high poverty and social inequality rates. However, times are changing. Over the past 20 years, the country has been experiencing significant economic transformations as a result of inflation control and the progressive growth of domestic and international markets. Consequently, thousands of Brazilian families are seeing an increase in income and in purchasing power. These consumers, who were just recently included in the market of mass consumption, have become widely...

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