TY  - JOUR 
TI  - ¿Cómo son los consumidores del mercado de las mayorías en venezuela? : una aproximación a la construcción del perfil psicográfico
PB  - Universidad Icesi
PY  - 2011
issn 01235923
AB  - 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 finding 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 work.
KW  - Consumidores
KW  - Bajo ingreso
KW  - Ingresos
KW  - Comportamiento del consumidor
KW  - Valores
KW  - Low-Income consumers
KW  - Base of the pyramid
KW  - Consumer behavior
KW  - Economía
KW  - Negocios y management
KW  - Economics
KW  - Business
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1061
ER  -