Consumption Characteristics Mapping of the Base of the Pyramid (BOP) Population in Brazil

Abstract

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.

Keywords

• Base of the Pyramid population
• Brazilian Market
• Low income markets
• Market needs
• Products and services