Table of Contents
Executive Summary
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- The consumer
- Financial situation
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- Figure1: Current financial situation of socioeconomic group C, 2012-14
- Spending plans for the next three months
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- Figure 2: Spending plans for the next three months, by selected options, by socioeconomic group, April 2014
- Most important factors for a happy life
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- Figure 3: Most important factors for a happy life, selected statements, by socioeconomic groups, April 2014
- Segmentation analysis – middle-class shopping attitudes and habits
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- Figure 4: Segmentation according to middle-class consumers’ shopping attitudes and habits, April 2014
- What we think
Issues and Insights
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- Key points
- Subgroups C1 and C2 are in different financial situations
- The facts
- The implications
- Women in subgroup C1 are more emotionally dependent
- The facts
- The implications
Trend Application
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- Trend: Prepare for the Worst
- Trend: Secret, Secret
The Consumer – Financial Situation
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- Key points
- Approximately six in 10 middle-class consumers have little money left at the end of the month
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- Figure 5: Current financial situation of socioeconomic group C, 2012-14
- Percentage of consumers in a “healthy” financial situation remains the same
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- Figure 6: Agreement with statement regarding current financial situation “Healthy – I have money left at the end of the month for a few luxuries or to add to my savings,” by socioeconomic groups, 2012-14
The Consumer – Spending Plans for the Next Three Months
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- Key points
- Saving money and paying off debts are priority for middle-class consumers
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- Figure 7: Spending plans for the next three months, selected statements, by socioeconomic group C, April 2014
- Young middle-class adults want to save money
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- Figure 8: Spending plans for the next three months, selected statements, by selected age group in socioeconomic group C, April 2014
- Spending money on home improvements is still important to middle-class consumers
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- Figure 9: Spending plans for the next three months, by spending on home improvements by socioeconomic groups, 2012-14
The Consumer – Most Important Factors for a Happy Life
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- Key points
- Middle-class consumers worry about debts, but family is priority
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- Figure 10: Most important factors for a happy life, selected factors, by socioeconomic groups, April 2014
- Middle-class Brazilians try to balance time and money
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- Figure 11: Important factors for a happy life, selected factors, by socioeconomic groups, April 2014
Segmentation Analysis – Middle-Class Shopping Attitudes and Habits
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- Key points
- The four target groups
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- Figure 12: Segmentation according to middle-class consumers’ shopping attitudes and habits, April 2014
- Group 1 – Temporarily Cautious (31%)
- The implications
- Who are they (considering middle-class consumers only)?
- Group 2 – Rational (21%).
- The implications
- Who are they? (Considering middle-class consumers only)
- Group 3 – Trend Followers (28%)
- The implications
- Who are they (considering middle-class consumers only)?
- Group 4 – Individual Style (20%)
- The implications
- Who are they (considering middle-class consumers only)?
Appendix – Current Financial Situation
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- Figure 13: Current financial situation, April 2014
- Figure 14: Current financial situation, by demographics, April 2014
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- Figure 15: Current financial situation, by the middle classes, April 2014
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Appendix – Spending Plans for the Next Three Months
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- Figure 16: Spending plans for the next three months, April 2014
- Figure 17: Spending plans for the next three months, by demographics, April 2014
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- Figure 18: Spending plans for the next three months, by demographics, April 2014 (continued)
- Figure 19: Spending plans for the next three months, by demographics, April 2014 (continued)
- Figure 20: Spending plans for the next three months, middle-class, April 2014
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- Figure 21: Spending plans for the next three months, middle-class, April 2014 (continued)
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Appendix – Most Important Factors for a Happy Life
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- Figure 22: Most important factors for a happy life, April 2014
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- Figure 23: Most important factors for a happy life, by demographics, April 2014
- Figure 24: Most important factors for a happy life, by demographics, April 2014 (Cont.)
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- Figure 25: Most important factors for a happy life, by demographics, April 2014 (Cont.)
- Figure 26: Most important factors for a happy life, middle-class, April 2014
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- Figure 27: Most important factors for a happy life, middle-class, April 2014 (Cont.)
- Figure 28: Most important factors for a happy life, middle-class, April 2014 (Cont.)
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Appendix – Shopping Attitudes and Habits
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- Figure 29: Shopping attitudes and habits, April 2014
- Figure 30: Shopping attitudes and habits – Exclusivity makes a product more attractive (eg limited editions), by demographics, April 2014
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- Figure 31: Shopping attitudes and habits – I would spend a bit extra to keep up with the latest fashion, by demographics, April 2014
- Figure 32: Shopping attitudes and habits – Compliments on my fashion makes me feel good about myself, by demography, April 2014
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- Figure 33: Shopping attitudes and habits – It’s important to have the latest gadgets (eg iPad, iPhone), by demographics, April 2014
- Figure 34: Shopping attitudes and habits – Brands endorsed by celebrities I admire are more appealing to me than other brands, by demographics, April 2014
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- Figure 35: Shopping attitudes and habits – I would hide the fact that I buy value products (eg own label goods), by demographics, April 2014
- Figure 36: Shopping attitudes and habits – Buying well-known brands makes me feel good about myself, by demographics, April 2014
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- Figure 37: Shopping attitudes and habits – I live within my means, by demographics, April 2014
- Figure 38: Shopping attitudes and habits – I prefer to do my own thing, regardless of the current trends, by demographics, April 2014
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- Figure 39: Shopping attitudes and habits – I tend to buy small inexpensive items from luxury brands by demographics, April 2014
- Figure 40: Shopping attitudes and habits – Special offers are attractive regardless of the brand, by demographics, April 2014
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- Figure 41: Shopping attitudes and habits – Exclusivity makes a product more attractive (eg limited editions), middle class, April 2014
- Figure 42: Shopping attitudes and habits – I would spend a bit extra to keep up with the latest fashion, middle class, April 2014
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- Figure 43: Shopping attitudes and habits – Compliments on my fashion makes me feel good about myself, middle class, April 2014
- Figure 44: Shopping attitudes and habits – It’s important to have the latest gadgets (eg iPad, iPhone), middle class, April 2014
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- Figure 45: Shopping attitudes and habits – Brands endorsed by celebrities I admire are more appealing to me than other brands, middle class, April 2014
- Figure 46: Shopping attitudes and habits – I would hide the fact that I buy value products (eg own label goods), middle class, April 2014
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- Figure 47: Shopping attitudes and habits – Buying well-known brands makes me feel good about myself, middle class, April 2014
- Figure 48: Shopping attitudes and habits – I live within my means, middle class, April 2014
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- Figure 49: Shopping attitudes and habits – I prefer to do my own thing, regardless of the current trends, middle class, April 2014
- Figure 50: Shopping attitudes and habits – I tend to buy small inexpensive items from luxury brands, middle class, April 2014
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- Figure 51: Shopping attitudes and habits – Special offers are attractive regardless of the brand, middle class, April 2014
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Segmentation Analysis – Middle-class Shopping Attitudes and Habits
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- Figure 52: Segmentation groups, April 2014
- Figure 53: Target groups, by demographics, April 2014
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- Figure 54: Current financial situation, by segmentation groups, April 2014
- Figure 55: Spending plans for the next three months, by segmentation groups, April 2014
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- Figure 56: Most important factors for a happy life, by segmentation groups, April 2014
- Figure 57: Attitudes toward shopping habits, by segmentation groups, April 2014
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