Abstract:

The market potential of low-income social groups (low class or popular classes) has been underestimated by multinational companies and thus, this public has not been able to access global brands. It is believed that low classes, due to their scarce available income, direct their consumption based on low prices and products of first need. However, the increase of the companies' penetration as well as the expansion of their business can only reach the popular classes before the stagnation of the upper class. This paper describes a case study through which it was possible to reveal a surprising market potential of popular classes in Brazil toward a range of products which are considered superfluous. This strong potential is shown by the wish of the identified group (mothers with babies aged up to 2 years) to show love, care and social status through hygiene and beauty products for children.