WHAT ARE THE CONSUMERS OF THE MAJORITY MARKET IN VENEZUELA LIKE? AN APPROACH TO BUILDING A PSYCHOGRAPHIC PROFILE (Article published in Spanish)
DOI:
https://doi.org/10.1016/S0123-5923(11)70160-7Keywords:
Low-income consumers, base of the pyramid, consumer behavior, psychographic profile, valuesAbstract
This investigation thoroughly discusses a profile of low-income consumers based on an understanding of their environment, everyday life, values, aspirations, and the dynamics of their purchasing and consumption habits. An ethnographic study of households was conducted in which sixty eight interviews were carried out among consumers at low socioeconomic levels in Venezuela. The main findings underline the fact that there are differences that would allow segmentation of these consumers into two groups - “I’m not doing bad and I’m improving” and “I’m not doing well, and I can’t see a way out of this”. Despite these differences, both groups share important similarities in relation to such values as family, solidarity, and honesty, and the conviction that success comes through education and workDownloads
References
CEPAL. (2008). Pobreza, exclusión social y desigualdad distributiva. En Panorama social de América Latina (pp. 43-102). Santiago de Chile: Autor.
Citigroup Microfinance Group. (2005). International Microfinance Regulation and Supervision Meeting. Presentación por Bob Annibale, El Salvador, Salvador. Recuperado de http://www.google.com/#q=finca+poverty+pyramid&bav=on.2,or.&fp=22aeea2367451518&hl=es
D'Andrea, G. y Stengel, A. (2003). Crear valor para los consumidores emergentes. Harvard Business Review, 81(11), 124-133.
Datanálisis. (2006). Estudio del Consumidor venezolano (Datos cedidos por la empresa, investigación privada).
Datos. (2006). Encuesta Ómnibus. Ponencia presentada en charla organizada por el Centro de Mercadeo de la Universidad IESA, Caracas, Venezuela.
Desai, P. (2002). Methods beyond Interviewing in Qualitative Market Research. Londres: Sage.
Dickson, M. (2001). Utility of No-Sweat Labels for Apparel Consumers: Profiling Label Users and Predicting their Purchases. Journal of Consumer Affairs, 35(1), 96-119.
Hamilton, K. y Catterall, M. (2005). Towards a better understanding of the Low-Income Consumer. Advances in Consumer Research, 32,627-632.
Hammond, A. (1998). Which World? Scenarios for the 21st Century. Washington, D.C.: Island Press.
Hill, R. (2002). Consumer culture and the culture of poverty: Implications for marketing theory and practice. Marketing Theory, 2(3), 273-293.
Hill, R. y Stephens, D. (1997). Impoverished Consumers and Consumer Behavior: The Case of AFDC Mothers. Journal of Macromarketing, 17, 32. Recuperado de http://jmk.sagepub.com/cgi/content/abstract/17/2/32
Instituto Nacional de Estadísticas -INE. (2006). Personas en situación de pobreza, 1er Semestre 1998-2006. Recuperado en enero de 2007, de http://www.ine.gov.ve/indicadoressociales/lineadepobreza/
Kassarjian, H. (1977). Content Analysis in Consumer Research. Journal of Consumer Research, 4(1), 8-18.
Mariampolski, H. (2001). Qualitative Market Research. Londres, UK: Sage.
Prahalad, C. (2005). La oportunidad de negocios en la base de la pirámide. Bogotá: Norma.
Prahalad, C. y Hammond, A. (2002). Serving the World's Poor Profitably. Harvard Business Review, 80(9), 1-11.
Prahalad, C. y Hart, S. (2002). The Fortune at the Bottom of the Pyramid. Strategy + Business, 26, 1-14.
Puente, R. (2006). Las mayorías pobres: un mercado potencial para el sector bancario. Debates IESA, 11(1), 94-100.
Schwartz, S. (2001). ¿Existen aspectos universales en la estructura y contenido de los valores humanos? [Are there universal aspects in the structure and content of human values?]. En M. Ros y V. Gouveia (Eds.), Psicología social de los valores humanos (pp. 53-76). Madrid: Biblioteca Nueva.
S.Go, D., Harmsen, R. y Timmer, H. (2010). Recobrar el ímpetu. Finanzas y Desarrollo: publicación trimestral del Fondo Monetario Internacioanal, 47(3), 6-10. Recuperado de http://www.imf.org/external/pubs/ft/fandd/2010/09/index.htm
Stiglitz, J.E. (2002). Globalization and its Discontents. New York, NY: W.W. Norton & Company.
Strauss, A. y Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Newbury Park, CA: Sage.
Downloads
Published
Issue
Section
License
Articles are the sole responsibility of their authors, and will not compromise Icesi’s University principles or policies nor those of the Editorial Board of the journal Estudios Gerenciales. Authors authorize and accept the transfer of all rights to the journal, both for its print and electronic publication. After an article is published, it may be reproduced without previous permission of the author or the journal but the author(s), year, title, volume, number and range of pages of the publication must be mentioned. In addition, Estudios Gerenciales must be mentioned as the source (please, refrain from using Revista Estudios Gerenciales).
How to Cite
