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Marketing to the Middle Classes - Brazil - June 2014

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The consumer
Financial situation
Figure1: Current financial situation of socioeconomic group C, 2012-14
Spending plans for the next three months
Figure 2: Spending plans for the next three months, by selected options, by socioeconomic group, April 2014
Most important factors for a happy life
Figure 3: Most important factors for a happy life, selected statements, by socioeconomic groups, April 2014
Segmentation analysis – middle-class shopping attitudes and habits
Figure 4: Segmentation according to middle-class consumers’ shopping attitudes and habits, April 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Prepare for the Worst
Trend: Secret, Secret
THE CONSUMER – FINANCIAL SITUATION
Key points
Approximately six in 10 middle-class consumers have little money left at the end of the month
Figure 5: Current financial situation of socioeconomic group C, 2012-14
Percentage of consumers in a “healthy” financial situation remains the same
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
Key points
Saving money and paying off debts are priority for middle-class consumers
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
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
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
Key points
Middle-class consumers worry about debts, but family is priority
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
Figure 11: Important factors for a happy life, selected factors, by socioeconomic groups, April 2014
SEGMENTATION ANALYSIS – MIDDLE-CLASS SHOPPING ATTITUDES AND HABITS
Key points
The four target groups
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
Figure 13: Current financial situation, April 2014
Figure 14: Current financial situation, by demographics, April 2014
Figure 15: Current financial situation, by the middle classes, April 2014
APPENDIX – SPENDING PLANS FOR THE NEXT THREE MONTHS
Figure 16: Spending plans for the next three months, April 2014
Figure 17: Spending plans for the next three months, by demographics, April 2014
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
Figure 21: Spending plans for the next three months, middle-class, April 2014 (continued)
APPENDIX – MOST IMPORTANT FACTORS FOR A HAPPY LIFE
Figure 22: Most important factors for a happy life, April 2014
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.)
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
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.)
APPENDIX – SHOPPING ATTITUDES AND HABITS
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
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
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
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
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
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
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
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
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
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
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
Figure 51: Shopping attitudes and habits – Special offers are attractive regardless of the brand, middle class, April 2014
SEGMENTATION ANALYSIS – MIDDLE-CLASS SHOPPING ATTITUDES AND HABITS
Figure 52: Segmentation groups, April 2014
Figure 53: Target groups, by demographics, April 2014
Figure 54: Current financial situation, by segmentation groups, April 2014
Figure 55: Spending plans for the next three months, by segmentation groups, April 2014
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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