Abstract:

This paper shows the market strategy of aiming at the highest income population rather than the mass population ignores tremendous opportunities for entrepreneurial growth existing in developing countries, particularly Latin American countries. Market analysis based on lifestyles that go beyond mere economic issues, and that take into account attitudinal, appraisal and behavioral aspects of individuals, multiply the size of potential markets. The results obtained in two market research studies on segmentation according to the lifestyles of consumers in Peru and Mexico, carried out by Arellano Investigacion de Mercado, are provided.