This paper reveals a profound developmental investigation about the childhood and adolescence phases of the youngsters in the Brazilian ascending middle class. This study will outline how values such as looks and appearance, dressing and clothes contribute ti the construction of their social identity. The goal is to assist C&A in fashion retail by providing important elements for strategic planning of children and adult's clothing for the next few years.
This paper aims to inform marketers and researchers interested in Mexico's market about how the Mexican Association of Research and Public Opinion Agencies (AMAI) has dealt with the problem of defining a common ground where all parties involved (research, advertising and media agencies, along with advertisers) talk the same language in terms of socio-economic levels. Additionally the paper aims to make a brief comparison among the SEL classifying systems used in the three main economies of the Latin American world in order to provide a first approach to what could in the near future become a simple rule of 'comparability' among the three systems. This idea does not mean, at this moment, to create a unique classifying system for the three countries. On the contrary its aim is to look for ways in which the outcomes of the already developed statistical models for classifying households could be more comparable. Nevertheless, in the future a common system should be jointly created by the professional research associations involved.
This paper suggests how wireless providers can profit by serving traditionally under-served market segments in Latin America. It discusses how traditional strategies for targeting upmarket consumers may not be optimal for new entrants, given the competitive environment for such a small population segment in Latin America. It suggests an alternate strategy for serving the âsub-primeâ segment (i.e. consumers in the lower socioeconomic classes) with low price, low margin, and yet high volume wireless service. Further, the theme has broad application to other technology sectors in the region as well. This paper is based on recent consumer qualitative research conducted in Brazil.
Since the earliest days of marketing and social research, attempts have been made to group populations and survey respondents into classes: groupings which discriminate between people in ways which are considered likely to be relevant to the research objectives. We all know from our own experience that people from different social groups differ not only in what they can afford but in their preferences and habits. Such information has always been used to set quotas for samples and in the analysis of survey results; frequently the classification variables are âproxiesâ for what the researcher is really interested in but is unable to measure directly, such as their tastes and attitudes towards the product in question. Classification variables such as sex and age are straightforward to obtain. In this chapter we look at one of the oldest, but still most vexed and problematic, classifications: social class or socio-economic grading.
The attitudes of the different social groups of Ukrainian population to television advertising are considered in the paper. The analysis is based on the data of the surveys and the focus groups. The main conclusion is simple. In a society with intensively growing social differentiation advertising is an active translator of any and all kinds of social meanings. It is considered as redundantly social form of communication, which in a stable society is not expressed so starkly.
Television plays an important role in this country, as a mass communication medium, as the incidence of TV sets is around 80% of homes in Brazil, going and up to 95 % in the main urban centers. On the other hand, the distribution of wealth in Brazil is such that the consumption of most products is highly concentrated in the upper levels of the population. In consequence, the behaviour of the upper socio-economic classes is very important in marketing and advertising decisions. This paper examines differences in TV watching behaviour and their relation to social-economic aspects. Special emphasis is given to the influence of new devices and equipment that are related to the habits of TV viewing, such as the use of remote control, video-cassette recorders, etc. Data are based on the initial phase of "peoplemeters" in Brazil, in replacement of set-meters and diaries. This phase started in the Metropolitan Sao Paulo area (the most important economic area of the country) with a sample of 234 households, which will be expanded to 600 households in 1991. In consequence, while we dispose of reliable information of overall household TV audience, the individual data are currently based on too small a sample to allow conclusive analysis. All the analysis are based on a 2 week period, from February 18th to March 3rd, 1991.
This paper summarizes the results of an investigation into the predictive power not only of social class but also of income and other socio-economic and demographic variables. Special attention is paid to the discriminatory value of these variables to media- behaviour. The study is based on a cross-analysis of data derived from no less than eleven research projects, performed by means of the INTERACT SCRIPT-PANEL within the last eighteen months. This panel opened the opportunity to use real single source research. The analysed data ranged from usual socio-economic characteristics to media-behaviour, durable possession and consumptive behaviour.
The object of this paper is to analyse some of the relationships which exist between social status and prestige, on the one hand, and consumers' behaviour, on the other.
As the result of a current study of British political attitudes we have been led to examine the accepted measures of class and in particular the point at which the line is usually drawn between the "middle" and "working" classes. In the summer of 1963 we collected interviews from a stratified random sample of just over 2 ,000 British electors and seventeen months later we managed to reinterview just on three-quarters of these. Our main findings will be written up elsewhere but, since our approach to class may be of help to people working in quite different fields, we are publishing this immediate report.
Therefore the system of buying-power-class is frequently employed today. By this method of classification the social level is no longer considered alone; chosen as additional characteristics are standard-of-living/manner combined with financial possibilities - and in all cases those of the entire family. In our times of boom and ever more strongly noticeable equalisation of living standard, the above mentioned characteristics no longer fulfil the requirements of an informative analysis which serves the practice. We seem therefore brought to the point of trying in the analysis to differentiate the various consumer groups and their attitudes according to a new point of view. The attitude toward the way of life , the readiness to try new things, and not least, the manner of conducting life with regard to nourishment and social manners (for example sociability, conformity to leading fashions of all kinds, etc.) may all be especially consequential for the research of development tendencies of opinion, but also as characteristics of group opinion for the analysis of consumption standards. We also want to define these groups as socio-psychological ones.