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 and Percy Vigil Vidal

This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.

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 BahamondeArellano Investigación de MarketingPercy Vigil VidalAdministradora Panamericana

Introduction

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...

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