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Welfare of the family is priority of use of Class C, says study

This article was translated by an automatic translation system, and was therefore not reviewed by people.


 


A study released this Wednesday (11) by the agency McCann Erickson shows that the class C, the "emerging consumer," is more concerned with access to the consumer. This phase is past: now, the Brazilian family incomes between $ 1,063 and U.S. $ 4,591 - which represents 52% of the population, according to the Getúlio Vargas Foundation (FGV) - or consume to improve their quality of life.

The research shows that this trend has focused on the so called "core of the class C" - has income from U.S. $ 1 thousand and R $ 2 thousand - heard 1,000 couples in five Brazilian capitals (São Paulo, Rio de Janeiro, Receife, Porto Alegre and Goiânia). Search this population consume higher quality products and invest in leisure, to provide the welfare of the family.


Welfare and fun

The consumption of food, for example, focuses more on the nutritional value of products - 38% of respondents said that the fact that the product "do well" is the primary factor for buying. More than two thirds of the class C core they seek information about nutrition, while 76% claim to do the main meal of the day - usually dinner - at home.

This population is consuming more and more beauty products. Most men said ears use cream for the body and 36% said doing the nails. Women are on average twice a month to the beauty salon - usually cited by 86% of respondents. Each trip to the room costs on average, of $ 15 to U.S. $ 30 as Aloísio Pinto, vice president of planning for the agency.

According to Pinto, the study also showed that households in class C are well equipped - computer and DVD player were found in almost 60% of households surveyed. The executive of the agency notes that the heads of the family explained that the home team provides opportunities for recreation. Within the category of fun, also begins to grow the food outside the home, cited by 48% of respondents.


'Lower middle class'

The consumption of goods of higher added value, such as home and car, as appears more distant project - live at home is seen as "something rich" by the public.

Most only see the chance to buy a car, for example, with funding of at least 36 months. According to research, the habit of saving is not distributed to Class C, and about 45% of persons interviewed said use the savings to current account.

Vice President of Planning says that McCann Erickson Brazil's class C can be seen primarily as "lower middle class." Despite the quest for more leisure, the majority of respondents said that does not like to attend sophisticated places, where they can not "feel good".


Among the priorities of the respondents is the need to learn to behave - how to talk, get dressed and have habits correct for each situation. "It is a lock to air travel, for example. Despite the fragmentation and discounts from airlines, the person prefers not travel for fear of not knowing how to behave," says Aloísio Pinto.

Resistance to new environments, coupled with the need for closeness of the family - the extended family, especially parents and siblings, often provide personal and financial aid to couples - also means that people resist the change of district or city for example. Of the 1,000 people interviewed, 53% said they intend to continue to live in the same district, while 71% said they want to continue living in the city today.



Source: G1

This article was translated by an automatic translation system, and was therefore not reviewed by people.

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