Brazil Segmentation

Brazil Segmentation is a set of complementary products that provide a more assertive view of your clients and the Brazilian population.

Brazil Matrix

 

Identify and consider the diversity among the Brazilian families and act in a planned and targeted manner.

  • Evaluate to which group your organization is more important;
  • Create local strategies;
  • Combine Brazil Matrix with Cluster Personas to identify subsegments within the market.

 

 

Mouse over each of the categories on the side to learn more about them.

Created with Sketch. + diversity + urban + sophistication + comfort + budget + simplicity affluence local + tradition + rural Vanguard and leadership Comfort in large centers Local Leadership Affluent citizens in mega centers Followers in large centers Pressured in large centers Emerging in large centers Outskirts of large centers Outskirts of inland cities Inland middle classes Small town traditions Emerging in inland cities Emerging in small cities Emerging in the countryside Rural isolation

Vanguard and leadership

The families that are in a position of Vanguard and Leadership are led by people with well-established careers. They usually live in urban centers, work for large companies or are building up their own business. Many are highly-educated and specialized self-employed professionals. Their family members are demanding and have a very independent and elitist lifestyle. They usually live in areas with a high LDI (Local Development Index), in large and comfortable houses or apartments, with more than 3 bedrooms and located in fancy neighborhoods. They have accumulated a large estate and have a high monthly income. This allows them to invest in stocks and mutual funds, private pension plans, real estate, or even in their own companies.

Comfort in large centers

Well-established families, whose leaders are focused on their careers and on meeting the needs of family members. Some of the leaders of these families are young and married, with a high complementary income. They have formal jobs in big companies. The majority of these parents have stable careers and can provide good quality of life and education for their children, many of whom are adults. In general, they have an excellent educational level. They live in economically powerful areas in Brazil. They have a considerably high monthly expenditure, which can lead them to buy on credit in order to keep up with their life plans and personal requirements.

Local Leadership

Families living in inland cities, with high levels of income and property, who do not always buy what they desire or are able to purchase because the area where they live does not offer a great diversity of goods and services. When they want something out of the ordinary, they travel to bigger centers, where they can find a wider variety of products and services.
Their educational level and affluence are far more superior to those in the same area. They usually live in big houses, close to urban centers. When living in more distant areas, they develop activities linked to the countryside, where they are known as people of prestige and leadership. Many work for themselves or as employers.

Affluent citizens in mega centers

The leaders of their families have good educational level or a professional specialization, live in urban megacenters and aspire to a more comfortable lifestyle. They prefer to live in privileged areas within urban centers where the socioeconomic level is compatible with their aspirations. Since they hold some qualifications, they are capable of getting good jobs and income, but they face some difficulties to get back in the job market once unemployed. They are highly dependent on the second source of family income to be able to keep up with their lifestyle. Their neighborhood is populated by retired workers and families, most of which have children in school age. Those responsible for the household live to provide comfort for their family members and usually make use of complementary credit for their needs, considering the great expense they have. Generally, they do not accumulate a large number of goods, their residence being the most valuable thing they own.

Followers in large centers

Generally, they are battling families seeking stability in big centers. They live in important capitals of Brazilian states, or in big urban centers with regional influence and thriving economy. These families live in neighborhoods that are better than those in the outskirts of their cities, but which are still exposed to areas of high vulnerability. In order to live in better conditions, they compromise a big part of their budget. They are middle class families whose leaders do not have many years of education. They live without the perks of upper classes. Ample credit and installments boost these families’ purchasing power, given that consumption is widely available in the cities where they live. This group tends to follow the consumption trends initiated by the upper classes.

Inland middle classes

They usually live in medium-sized cities with high possibilities of employment and placement. Although they live in inland areas, where informality is big, some have formal jobs. They live relatively well, in houses in good conditions. They usually take care of their house renovations themselves. Credit often reaches these people through local operators and stores boosting the power of consumption of these families. The supply of goods and services in these places is basic. Credit is the main system for buying products, especially home appliances. In these families, there are many young people who find little cultural diversity in their cities.

Small town traditions

They live comfortably in small towns. There are few formal job opportunities and many people work for themselves. They represent the power of local economy and manage to live relatively well in places where the opportunities and variety of goods and services are low. Sporadically, when they want to buy products and services that are not available in their town, they head to the nearest shopping centers. This includes medical assistance, hospitals and credit. They lead a quiet life and their relationships are traditional; young people long for the cultural and entertainment centers of larger cities. These families have a high number of retired seniors.

Pressured in large centers

Families formed by workers who are pressured by the consumption and high cost of living of great centers. Especially the younger ones work with a formal contract. The cost of commuting is high. They live in relatively good conditions compared to areas on the outskirts of the cities where they live. They are pressured to buy products and services widely offered in the urban centers where they live and tend to use credit in the usual way, since there is a wide offer of these services. During the weekends, they tend to stay close to home and consume locally. Many household leaders have completed either primary or middle school. The presence of retired workers in these families is low. The number of people looking for work in these families is very high, either because of the presence of many young people in families or because of their low qualification.

Emerging in large centers

They are families whose leaders tend to be younger, because they marry and have children early in their lives. They work hard to remain in large centers. They live closer to less-favored areas and are exposed to difficulties. The youngest ones in the family are more educated than their parents and have formal but modest jobs. Like their parents’ jobs, theirs have low demand for specialization. At home, everyone contributes to the family expenses and the unemployment of one of its members is quite harmful, because there is no cushion for the most difficult periods. They are compelled to look for work from an early age and this reflects in the high amount of job seekers within these groups. In order to buy clothing, appliances and cell phones, they compromise their budgets with credit and interest. They live modestly, but find it important to own clothes and products that can differentiate them within their environment. The desire to put their children through university is a not always a possibility.

Emerging in inland cities

Families that live in inland cities with developed economies and, thus, live better than the emergent families in big centers. However, due to the uncontrolled growth of their cities, they do not lead such quiet lives as in the past. The older ones did not complete middle school; some completed only primary school. Younger people try to finish high school, but many of them complete only primary education, and only a few attend university. Their jobs are modest, but the percentage of job seekers in this group is not high, either because there is sufficient job offers in the places where they live or because the leaders of their families graduate a little later than those in big centers. Consumption is basic, but access to goods and services is good.

Emerging in small cities

Families who live quietly in cities with a population between 25 and 100 thousand inhabitants. Their cities are more homogeneous, without great discrepancies between luxury and poverty. Access to local goods and services is not very sophisticated. These families go to larger cities nearby for occasional purchases or in search of credit for higher amounts ​​not available where they live. Their resources are scarce and limited; their habits, modest. Like the emerging ones in larger cities, the older household leaders completed only the primary school. Yet, their children, seeking a better future, strive to finish high school. They usually do not go to university, due to either lack of opportunities where they live or local and family culture.

Emerging in the countryside

Their towns are very small and tend to be isolated from larger centers. They live very close to the countryside or places with potential for tourism. Their habits are traditional with limited access to goods and services. These families are characterized by the presence of retired workers and lead very simple lives. The modern times facilitated the access of this population to more basic items, but they still yearn for the products available in larger centers. The educational level of the population tends to be lower and their occupations are linked to the simple tasks in the city or the rural environment.

Outskirts of large centers

Within the families in the outskirts of big centers, the number of people looking for work is always high. They have low qualifications, few years of education, and they lead a very difficult life. The cost of transportation is very high and jobs are often informal. They live either in underdeveloped areas or near them, not being able to protect their families from the violence and difficulties that this entails. They meet only their basic needs; their children soon build their own families and stop studying to care for their survival and their families. It is the least privileged group, because the places where they live are under-urbanized, deficient in green spaces and lack medical care. Access to goods and services is limited. Access to formal credit from banks and credit card companies is very limited, so they resort to large retail chains when they need a new product.

Outskirts of inland cities

Families living in the outskirts of inland cities are a more recent phenomenon caused by the uncontrolled growth of cities and also by the migration of the population hoping to obtain better living conditions. They come from other cities or from rural areas. Some of these families end up forming subnormal areas in their cities. The majority lives under simple conditions, although better than the families on the outskirts of great centers. They live distant from work. In the inland areas, they do not always have access to adequate public transportation, so they end up making long routes on foot or by bicycle. Their children also build their own family very early, and education is not always a priority. They aim at the consumption of simple goods and services, and the younger ones work to buy a cell phone, a computer or new clothes.

Rural isolation

Families living in rural areas, or in cities that depend on agriculture or the public sector. They lead very simple or even precarious lives, in some cases. Their income is very low and they need government programs to achieve some quality of life. The level of education is low and these families perform low-paid activities. In this sense, they also grow for subsistence. In these families, retired workers have the highest income, as they are able to guarantee resources on a regular basis and move the local economy. Nearly 2 million Young Workers live in these areas, helping their families to survive and to earn a living with dignity.

tabela Created with Sketch. + diversity + urban + sophistication + comfort + budget + simplicity affluence local + tradition + rural Vanguard and leadership Comfort in large centers Local Leadership Affluent citizens in mega centers Followers in large centers Pressured in large centers Emerging in large centers Outskirts of large centers Outskirts of inland cities Inland middle classes Small town traditions Emerging in inland cities Emerging in small cities Emerging in the countryside Rural isolation

Passe o mouse sobre cada uma das categorias ao lado para saber mais sobre elas.

Vanguard and leadership

The families that are in a position of Vanguard and Leadership are led by people with well-established careers. They usually live in urban centers, work for large companies or are building up their own business. Many are highly-educated and specialized self-employed professionals. Their family members are demanding and have a very independent and elitist lifestyle. They usually live in areas with a high LDI (Local Development Index), in large and comfortable houses or apartments, with more than 3 bedrooms and located in fancy neighborhoods. They have accumulated a large estate and have a high monthly income. This allows them to invest in stocks and mutual funds, private pension plans, real estate, or even in their own companies.

Comfort in large centers

Well-established families, whose leaders are focused on their careers and on meeting the needs of family members. Some of the leaders of these families are young and married, with a high complementary income. They have formal jobs in big companies. The majority of these parents have stable careers and can provide good quality of life and education for their children, many of whom are adults. In general, they have an excellent educational level. They live in economically powerful areas in Brazil. They have a considerably high monthly expenditure, which can lead them to buy on credit in order to keep up with their life plans and personal requirements.

Local Leadership

Families living in inland cities, with high levels of income and property, who do not always buy what they desire or are able to purchase because the area where they live does not offer a great diversity of goods and services. When they want something out of the ordinary, they travel to bigger centers, where they can find a wider variety of products and services.
Their educational level and affluence are far more superior to those in the same area. They usually live in big houses, close to urban centers. When living in more distant areas, they develop activities linked to the countryside, where they are known as people of prestige and leadership. Many work for themselves or as employers.

Affluent citizens in mega centers

The leaders of their families have good educational level or a professional specialization, live in urban megacenters and aspire to a more comfortable lifestyle. They prefer to live in privileged areas within urban centers where the socioeconomic level is compatible with their aspirations. Since they hold some qualifications, they are capable of getting good jobs and income, but they face some difficulties to get back in the job market once unemployed. They are highly dependent on the second source of family income to be able to keep up with their lifestyle. Their neighborhood is populated by retired workers and families, most of which have children in school age. Those responsible for the household live to provide comfort for their family members and usually make use of complementary credit for their needs, considering the great expense they have. Generally, they do not accumulate a large number of goods, their residence being the most valuable thing they own.

Followers in large centers

Generally, they are battling families seeking stability in big centers. They live in important capitals of Brazilian states, or in big urban centers with regional influence and thriving economy. These families live in neighborhoods that are better than those in the outskirts of their cities, but which are still exposed to areas of high vulnerability. In order to live in better conditions, they compromise a big part of their budget. They are middle class families whose leaders do not have many years of education. They live without the perks of upper classes. Ample credit and installments boost these families’ purchasing power, given that consumption is widely available in the cities where they live. This group tends to follow the consumption trends initiated by the upper classes.

Inland middle classes

They usually live in medium-sized cities with high possibilities of employment and placement. Although they live in inland areas, where informality is big, some have formal jobs. They live relatively well, in houses in good conditions. They usually take care of their house renovations themselves. Credit often reaches these people through local operators and stores boosting the power of consumption of these families. The supply of goods and services in these places is basic. Credit is the main system for buying products, especially home appliances. In these families, there are many young people who find little cultural diversity in their cities.

Small town traditions

They live comfortably in small towns. There are few formal job opportunities and many people work for themselves. They represent the power of local economy and manage to live relatively well in places where the opportunities and variety of goods and services are low. Sporadically, when they want to buy products and services that are not available in their town, they head to the nearest shopping centers. This includes medical assistance, hospitals and credit. They lead a quiet life and their relationships are traditional; young people long for the cultural and entertainment centers of larger cities. These families have a high number of retired seniors.

Pressured in large centers

Families formed by workers who are pressured by the consumption and high cost of living of great centers. Especially the younger ones work with a formal contract. The cost of commuting is high. They live in relatively good conditions compared to areas on the outskirts of the cities where they live. They are pressured to buy products and services widely offered in the urban centers where they live and tend to use credit in the usual way, since there is a wide offer of these services. During the weekends, they tend to stay close to home and consume locally. Many household leaders have completed either primary or middle school. The presence of retired workers in these families is low. The number of people looking for work in these families is very high, either because of the presence of many young people in families or because of their low qualification.

Emerging in large centers

They are families whose leaders tend to be younger, because they marry and have children early in their lives. They work hard to remain in large centers. They live closer to less-favored areas and are exposed to difficulties. The youngest ones in the family are more educated than their parents and have formal but modest jobs. Like their parents’ jobs, theirs have low demand for specialization. At home, everyone contributes to the family expenses and the unemployment of one of its members is quite harmful, because there is no cushion for the most difficult periods. They are compelled to look for work from an early age and this reflects in the high amount of job seekers within these groups. In order to buy clothing, appliances and cell phones, they compromise their budgets with credit and interest. They live modestly, but find it important to own clothes and products that can differentiate them within their environment. The desire to put their children through university is a not always a possibility.

Emerging in inland cities

Families that live in inland cities with developed economies and, thus, live better than the emergent families in big centers. However, due to the uncontrolled growth of their cities, they do not lead such quiet lives as in the past. The older ones did not complete middle school; some completed only primary school. Younger people try to finish high school, but many of them complete only primary education, and only a few attend university. Their jobs are modest, but the percentage of job seekers in this group is not high, either because there is sufficient job offers in the places where they live or because the leaders of their families graduate a little later than those in big centers. Consumption is basic, but access to goods and services is good.

Emerging in small cities

Families who live quietly in cities with a population between 25 and 100 thousand inhabitants. Their cities are more homogeneous, without great discrepancies between luxury and poverty. Access to local goods and services is not very sophisticated. These families go to larger cities nearby for occasional purchases or in search of credit for higher amounts ​​not available where they live. Their resources are scarce and limited; their habits, modest. Like the emerging ones in larger cities, the older household leaders completed only the primary school. Yet, their children, seeking a better future, strive to finish high school. They usually do not go to university, due to either lack of opportunities where they live or local and family culture.

Emerging in the countryside

Their towns are very small and tend to be isolated from larger centers. They live very close to the countryside or places with potential for tourism. Their habits are traditional with limited access to goods and services. These families are characterized by the presence of retired workers and lead very simple lives. The modern times facilitated the access of this population to more basic items, but they still yearn for the products available in larger centers. The educational level of the population tends to be lower and their occupations are linked to the simple tasks in the city or the rural environment.

Outskirts of large centers

Within the families in the outskirts of big centers, the number of people looking for work is always high. They have low qualifications, few years of education, and they lead a very difficult life. The cost of transportation is very high and jobs are often informal. They live either in underdeveloped areas or near them, not being able to protect their families from the violence and difficulties that this entails. They meet only their basic needs; their children soon build their own families and stop studying to care for their survival and their families. It is the least privileged group, because the places where they live are under-urbanized, deficient in green spaces and lack medical care. Access to goods and services is limited. Access to formal credit from banks and credit card companies is very limited, so they resort to large retail chains when they need a new product.

Outskirts of inland cities

Families living in the outskirts of inland cities are a more recent phenomenon caused by the uncontrolled growth of cities and also by the migration of the population hoping to obtain better living conditions. They come from other cities or from rural areas. Some of these families end up forming subnormal areas in their cities. The majority lives under simple conditions, although better than the families on the outskirts of great centers. They live distant from work. In the inland areas, they do not always have access to adequate public transportation, so they end up making long routes on foot or by bicycle. Their children also build their own family very early, and education is not always a priority. They aim at the consumption of simple goods and services, and the younger ones work to buy a cell phone, a computer or new clothes.

Rural isolation

Families living in rural areas, or in cities that depend on agriculture or the public sector. They lead very simple or even precarious lives, in some cases. Their income is very low and they need government programs to achieve some quality of life. The level of education is low and these families perform low-paid activities. In this sense, they also grow for subsistence. In these families, retired workers have the highest income, as they are able to guarantee resources on a regular basis and move the local economy. Nearly 2 million Young Workers live in these areas, helping their families to survive and to earn a living with dignity.

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