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How Brazilians shop? An investigation of Brazilians’ consumer values, lifestyles and mindset

How Brazilians shop? An investigation of Brazilians’ consumer values, lifestyles and mindset PurposeThe purpose of this paper is to discuss the role of Brazilian consumers’ personal behavioral values, lifestyle, and mindsets in relation to purchase decisions.Design/methodology/approachThe study employed empirical research through a survey of 1,508 consumers to establish a typology.FindingsDrawing on typologies in the literature, the study found that some dimensions should be combined to create certain particular ideal types of Brazilian consumers. Specifically, the study identified four different types of Brazilian consumer, each of which has its own way of making purchase decisions. Although there are small differences from a lifestyle perspective, there are distinctions between the groups in terms of consumer preferences and personal behavioral values.Research limitations/implicationsBased on the results, the paper proposes a model to understand and classify consumer behavior in the Brazilian context based on the four traits.Practical implicationsThe findings suggest a number of strategic measures for organization, brands, and marketing practitioners.Originality/valueThe research employs recognized frameworks to develop a new typology of ideal types of consumers specific to the Brazilian context, but using a methodology that can be applied more broadly. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Emerging Markets Emerald Publishing

How Brazilians shop? An investigation of Brazilians’ consumer values, lifestyles and mindset

Lucian, Rafael
International Journal of Emerging Markets , Volume 12 (2): 25 – Apr 18, 2017
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1746-8809
DOI
10.1108/IJoEM-04-2014-0049
Publisher site
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Abstract

PurposeThe purpose of this paper is to discuss the role of Brazilian consumers’ personal behavioral values, lifestyle, and mindsets in relation to purchase decisions.Design/methodology/approachThe study employed empirical research through a survey of 1,508 consumers to establish a typology.FindingsDrawing on typologies in the literature, the study found that some dimensions should be combined to create certain particular ideal types of Brazilian consumers. Specifically, the study identified four different types of Brazilian consumer, each of which has its own way of making purchase decisions. Although there are small differences from a lifestyle perspective, there are distinctions between the groups in terms of consumer preferences and personal behavioral values.Research limitations/implicationsBased on the results, the paper proposes a model to understand and classify consumer behavior in the Brazilian context based on the four traits.Practical implicationsThe findings suggest a number of strategic measures for organization, brands, and marketing practitioners.Originality/valueThe research employs recognized frameworks to develop a new typology of ideal types of consumers specific to the Brazilian context, but using a methodology that can be applied more broadly.

Journal

International Journal of Emerging Markets – Emerald Publishing

Published: Apr 18, 2017

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