The "D" side of the brazilian consumer market

Abstract

The consumption potential of people with low purchasing power is considered by many companies a great opportunity. These companies consider essential to understand the behavior of those consumers, noting especially their most prominent features and consumer habits. To provide products, services and business models compatible with the low-income population, requires a set of capabilities, resources and approaches different from those practiced with consumers of privileged classes. Starting from this premise, this article aimed to deepen the discussion about low-income consumers, more specifically, those framed in the so-called class D.  From secondary sources the study addresses the universe of consumption of this important group of people, with regard to demographic issues, financial management, relationship between quality and price and the creative economy. In the final considerations several indications of future research are presented.