Consumption Characteristics Mapping of the Base of the Pyramid (BOP) Population in Brazil

Authors

  • Renata Giovinazzo Spers University of São Paulo
  • James Terence Coulter Wright University of São Paulo

DOI:

https://doi.org/10.5195/emaj.2015.74

Keywords:

Base of the Pyramid population, Brazilian Market, Low income markets, Market needs, Products and services

Abstract

The objective of this study is to outline a diagnosis of the BoP's population in Brazil, regarding their size and consumption characteristics. This is a relevant and current issue, considering that BoP needs to be understood as a large potential market with its own logic, also representing a large productive potential, which, if well developed, will bring very positive impacts to these communities. To achieve this, a theoretical survey was made. After, search was made based on secondary data about Brazilian BoP population participation and a mapping of their consumption profile, identifying main categories of goods consumed. This research generated meaningful results for society, companies and the Academy, hopefully consolidating a relevant line of research and management education.

Author Biography

Renata Giovinazzo Spers, University of São Paulo

Faculdade de Economia, Administração e Contabilidade

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Published

2015-11-12

Issue

Vol. 5 No. 2 (2015)

Section

Articles

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