Consumer behaviour of the base of the pyramid market in Brazil

Abstract

The base of the pyramid (BoP) market has become of increasing importance in recent years. The objective of this paper is not only to identify and describe the distinctive characteristics of Brazilian low-income shopping and consumer behaviour, but also to explain the determinants of such behaviour, combining Brazilian low-income values with widely known marketing concepts, such as the ‘halo effect’, ‘relationship marketing’, ‘brand loyalty’ and ‘value proposition’. This study is based on empirical, qualitative research, comprising in-depth interviews and focus groups with lowincome consumers. Our findings indicated the following consumer behaviour characteristics among the Brazilian BoP which seem to be different from their better off countrymen: a different configuration of the perception of value not solely determined by lower prices, a stronger need to compensate for a dignity deficit and low self-esteem,a stronger preference for personalised relationships,a high aspiration to feel socially included in society, and a preference for stores with a crowded and overstocked atmosphere.