Finding gold in the desert

Date of publication: September 26, 2013


In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle segmentation, in Peru and later in Mexico, Chile, Brazil, Colombia and Costa Rica, reveals that these 'new' members of the middle class are everything except 'typical'. In fact, emergent populations show traits that go beyond one particular socioeconomic stratum. We present as evidence the case of the very successful and now iconic 'Mega Plaza' the first mall in the slums of Northern Lima, where research findings were fundamental for designing a mall that took into account the actual characteristics of the consumers from emergent classes.

  • PDF
  • This could also be of interest
A market with fine prospects Authors: Heinz Alpers
A market with fine prospects (German) Authors: Heinz Alpers
Consumers typology Authors: Mary Zeldenrust-Noordanus
Consumers typology (French) Authors: Mary Zeldenrust-Noordanus
Analysis tendencies of our time Authors: Peter Smolensky
A method of market segmentation Authors: Jean Michel Agostini
Product planning and emerging market needs Authors: Peter Ward
Planning advertising strategy Authors: Daniel Yankelovich
Research for ranges, assortments and multi-brand manufacturers Authors: Lorne James Rothman
Retail audit techniques applied to travel research Authors: W. David