Abstract:

Within Latin America there are significant cultural differences, and in particular, differences in the way a population behaves, which reflects on purchase and usage habits in terms of products and services. There are also markets with very different development stages, diverse production scales and a wide range of economical policies. On the other hand, the impact of globalization and the fast and intense technological evolution, as well as the improvement of the infrastructure in the entire region, have contributed to a greater cultural, political and economical proximity across countries, and have triggered a changing process that moves to very similar scenarios. This paper provides an overview of market research activity in Latin America, as compared to other areas of the world, and characteristics of this market and ends with recommendations to eliminate or reduce some difficulties in conducting international projects within Latin America.