PUENTE CASTRO, RAQUEL, Lopez di Blasi, Sabina
No
Estud. Gerenc.
Article
Científica
01/04/2011
000447755100007
This investigation thoroughly discusses a profile of low-income consumers based on an understanding of their environment, everyday life, values, aspirations, and the dynamics of their purchasing and consumption habits. An ethnographic study of households was conducted in which sixty eight interviews were carried out among consumers at low socioeconomic levels in Venezuela. The main findings underline the fact that there are differences that would allow segmentation of these consumers into two groups - "I\'m not doing bad and I\'m improving" and "I\'m not doing well, and I can\'t see a way out of this". Despite these differences, both groups share important similarities in relation to such values as family, solidarity, and honesty, and the conviction that success comes through education and work.
Low-income consumers; base of the pyramid; consumer behavior; psychographic profile; values