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Publicitat i Màrqueting al Brasil

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Consumer Profile
Brazil is a country of young people, as 62% of Brazilians are aged 29 or under. The median age is 33.5 years. The country has a population of approximately 212 million people, where 49.15% are men and 50.85% are women. The number of households in Brazil has been increasing. According to the latest data provided by the UN, 12% of households consist of one person, 47% have of two or three people, 32% four or five people, and 9% have six or more inhabitants. Good education is an important requisite for finding a good job in Brazil. However, only 49% of adults aged 25-64 have completed upper secondary education in the country. Of those who have a degree, 46% of them are men, and 52% are women. Brazil is sparsely populated and the majority of the population lives along the coast, particularly around São Paulo and Rio de Janeiro. Throughout the country, most people live near or in urban areas. In 2019, 87.4 % of the population of Brazil is urban. However, some areas of the country are essentially deserted, mainly in the Amazon region. The services sector employs almost 71,3% of the active workforce in 2020. While agriculture employs 9.12% of the country, industry sector employs 19.6% of the total active workforce.
Purchasing Power
In Brazil, GDP per capita reached USD 15,258 PPP in 2019, according to the latest data by the World Bank. The average monthly salary of a Brazilian is BRL 8,535 in July 2020. Brazil’s Private Consumption Expenditure was reported at USD 186.323 billion in Jun 2020. Income inequality is a big issue in Brazil, a country where the six richest men have the same wealth as poorest 50% of the population (which is around 100 million people), and where the richest 5% of the population have the same income as the remaining 95%, according to Oxfam latest figures. Furthermore, the country's Gini coefficient has been rising as poverty and inequality increase in the country (53.9 in 2018, World Bank). Moreover, according  to IBGE, women in Brazil earned 20.5% less than men on average in 2018 (latest data). In addition, according to the World Bank, the labor force participation rate is 80% for men aged 15 to 64 in 2020, while the participation rate is 61.1% for women, but the trend is upward. Different regions of the country have different standards of living, with the best ones in the southern areas of Brazil and the poorest living conditions in the north and northeast.
Consumer Behaviour
Brazil has one of the largest consumer market sizes, with an overall population of 212 million as of 2019. However, the country’s recent recession has influenced the way people manage their spending. Nowadays, Brazilians tend to save as much as they can when they go shopping. Economic conditions have resulted in 75% of Brazilians looking for ways to spend less. Additionally, even though consumers usually remain loyal to their favourite brands, they only do it if the price is right. Indeed, 19% of consumers shop around to find retailers selling a specific brand’s products at lower prices and 14% wait for sales. Brazilians tend to do product research and look for deals before making a purchase. To save money, Brazilian consumers often shop in popular discount chains. However, they still expect quality products. Furthermore, customers demand high-quality sales service and customer support. Online customer support service is highly useful in maintaining contact with customers, but customers expect a fast response when they contact companies via social media, as they mostly hope to have a reply in under one hour. Consumers have more access to information than ever before, and they will likely search for reliable information about brands and products to assist in the purchase decision. Furthermore, the reputation and popularity of the brand matter more than before to the average Brazilian consumer nowadays. People tend to spend their money on experiences as much as they spend on products. Additionally, Brazilians spend a significant amount on electronics and beauty products, and the country is one of the biggest markets for beauty products in the world. According to the FGV (Fundaçao Getulio Vargas), the consumer confidence index reached 83.4 in September 2020.

Brazil has the largest and most developed e-commerce market in Latin America, ranking 10th in the world for most e-commerce sales. In 2019, the population spent $16.8 billion on products sold online. Brazilian consumers are significantly influenced by social media comments, so if there is a significant number of negative reviews about a product on social media, they will consider not making the purchase. E-commerce has been growing steadily, and Brazilian consumers have been making purchases online more often than they do in-store. Rather than paying outright, Brazilians have a strong preference to pay for a purchase in instalments. That payment option strengthens consumers’ purchasing power, and consequently boosts the average transaction value per customer. Three quarters of consumers commonly make payments in instalments, in an average of six payments per purchase, and one third of consumers will not make a purchase if the shop does not offer the option to pay in instalments.

The overall environmental awareness of the Brazilian consumers has improved over the recent years. Among the top environmentally friendly attitudes among consumers are exchanging or donating products that they no longer use, avoiding printing documents, and turning off lights that are not being used. Brazil is home to many international collaborative platforms and use of Uber and Airbnb is very common.
Consumers Associations
Instituto Brasileiro de Defesa do Consumidor , Brazilian Institute for the Defence of the Consumer
Associação Brasileira de Defesa do Consumidor , Brazilian Association of Consumer Protection
Fundação de Proteção e Defesa do Consumidor , Consumer Protection and Defense Foundation
Main Advertising Agencies
Search for members of the Professional Association of Brazilian Advertising Agencies

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Actualitzacions: May 2022

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