Consumption Characteristics Mapping of the Base of the Pyramid (BOP) Population in Brazil
| Autor: | Renata Giovinazzo Spers, James Terence Coulter Wright |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2015 |
| Předmět: | |
| Zdroj: | Emerging Markets Journal, Vol 5, Iss 2, Pp 19-28 (2015) |
| Druh dokumentu: | article |
| ISSN: | 2159-242X 2158-8708 |
| DOI: | 10.5195/emaj.2015.74 |
| Popis: | The objective of this study is to outline a diagnosis of the BoP's population in Brazil, regarding their size and consumption characteristics. This is a relevant and current issue, considering that BoP needs to be understood as a large potential market with its own logic, also representing a large productive potential, which, if well developed, will bring very positive impacts to these communities. To achieve this, a theoretical survey was made. After, search was made based on secondary data about Brazilian BoP population participation and a mapping of their consumption profile, identifying main categories of goods consumed. This research generated meaningful results for society, companies and the Academy, hopefully consolidating a relevant line of research and management education. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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