Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Agenda What is Target Group Index?
Why class C?
Urban class C in Brazil
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Target Group Index Created in England in 1968. The methodology was developed by Kantar Media Research (KMR).
Single source study: is the most detailed portrayal of population consumption behavior and habits and various other segments.
Questions comprise simultaneously of behavior, attitudes and opinions of the same individual.
It establishes a vision and at the same time gives a comprehensive and detailed view of different spheres of citizen interaction with the market and society.
The questionnaire consists of around a thousand questions. New data are released every 6 months providing regular updates on annual datasets.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Target Group Index
Interior S. Paulo: 2.580Campinas: 850
Interior South/ Southeast: 1.235
Brazilian sampling base –
100% Probability
Urban population of the
nine largest metropolitan
regions in the country +
Campinas + South and
Southeast Regions interior
10-year historical base
47% of the country population (12 to 64
years old) and 66% of IPC/Pyxis IBOPE
Inteligência
750
1240
1500
1745
2565
3595
1610
1850
750
Around 20,000
interviews
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Why class C?IBOPE Mídia, in association with independent consultants, offers the market a study that results in the most comprehensive knowledge on class C.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
It represents more than half of the country’s population, almost 100 million individuals.
Why class C?Class C or the new Brazilian middle class:
Economy leading player, does not want to give up.
Many sectors of the goods and services industry have benefited from this growth
With personality, class C wants products and services that consider:
their values and principles
their life style
their attitudes
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Urban class C in BrazilWe are alike, we are different
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Class C: Half of population
This geographical scope directly comprises of 32 million people with ages between 12 and 64.
Socioeconomic
classPopulation
In (000) individuals
Total 65.176
AB1 11.347
B2 12.364
C1 19.505
C2 12.746
DE 9.214
Class C consumers “...seek social inclusion through consumption”.FSP – Market – 07/18/2010
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Class C population is
youngerClass C population is
younger with more people up to 34 years old
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Afrodescendents are the majority of class C
White people are not absolute majority in class C: Population per class and race
AB67%
C45%
WHITE
42% are miscegenation heirs (against 27% of class AB)
which, added to blacks, are the majority of this population
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Women in class C make more decisions
Total
AB1
B2
C1
C2
DE
% of women who are head of the family
Women in class C exercise more responsibility within the family. Thus, have greater social and economic autonomy and, consequently, consumption.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Attitude segmentationGenerated by 20 more relevant attitudes for class C, selected among 220 attributes measured by the study.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
We are alike,we are different
Class C attitude segmentation reveals four consistent groups:
Rationals
Personalists
Conformists
Consumerists
RationalsConsumeristsConformists Personalists
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
The segments+35 years old
Plan purchasesSeek advantages
Consumption by impulse is frequent, but planned
when expensive
Consumption issupportiveDo not analyze or
plan the purchases
ThoughtConfidencePrecautionGracefulness
RootsSelf-valaution
Care
Plain
Do not like to stay home
StoicLive in the presentComplex
Reject traditionsLive in the present Gracefulness
Do not like to stay home
Self-centered
Care
RootsSelf-valautionSelf-centrednessLive in the presentGracefulness
Consumption is: self-esteem
+ Women
+ men + youngstersConformists Personalists
ConsumeristsRationals
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
The approach of segmentsFor example...
A Consumerist family:
Sandra, 46 years old and 5 children, lives in Rio at Morro dos Prazeres with her husband, who is a builder`s labourer. She dreams to move away, as it does not happen, she consumes what she has access to.*
“I may even say I am a madame, a madame from Prazeres”, laughs Sandra.
A Rational couple:
He is a postman and she works for a NGO in SP. Both had a childhood dream: to travel abroad. They saved for a while and financed what was necessary.*
“We planned everything and the financing helped us make this dream come true”, says Sérgio.
(*) Source: Revista Istoé # 2128
She purchased a 6-burner stove and 32-inch TV in installments
They purchased a one-week trip to Chile.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
A Conformist:
Lurdes Conceição, 50, is a maid. It is hard to save for old age because maids have no FGTS.(**)
“Life improves, but little”, says Lurdes.
A Personalist:
Carlos Eduardo is a debt collection supervisor. During the week he wears a suit to work, which he considers to be a luxury, as he has a nice appearance all the time. (**)
“During the weekends, the luxury is to wear skateboarder sneakers”, he declares.
(*) Source: Folha de São Paulo – 07/18/10 and 09/06/10
The approach of segmentsFor example...
Buys sneakersof known brands
Recently bought stove and refrigerator in installments
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Class C and health
Massive and exclusive use of public health services is the standard for lower income segments: C2 and DE. Class C1 uses private services, when they can afford them.
Class C seems:
Less concerned with prevention.
Less prone to food excess and physical activity.
Less concerned with food quality
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Education and work in class C
Class C has basically attended junior high school and partially attend high shcool.
The education level is one of the major differences.
The proportion of class C populationthat speaks another language is low.
In general less people inclass C – mostly lower income - are currently studying.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Social Inclusiveness and citizenship in class C
Armed forces
Justice and police
Executive branch
Electoral system
President Lula
Health and public education
Organized civil society
Class C is more suspicious than classes AB about:
Class C is more reliable than classes AB upon:
Church Media
Fire department
Organized in unions
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Class C leisure and entertainment
Cinema, cable TV, printed media have greater impact on the richest and less on class C.
TV fills in idle spaces in class C more than any other activity:Soap operasComedy showsAudience
Internet in class C:less the media function, more the meeting point function
Internet access at LAN speeds in houses is quite significant in class C.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Celebrities
Around 20% of
class C worship
celebrities, granting
audience and
accreditation. This
class C group
essentially consists of
Consumerists,
especially
sensitive to market
appeals.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Music consumption
Class C cultural milestones: Country, Samba/Pagode, Forró, Gospel, Axé and Funk.
The genres cover the entire country, but there is a regional predominance.
Men prefer electronic music and rock.
Women prefer MPB.
Genres with greater appeal for adults: Country and MPB.
Music, TV and internet
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Class C and the purchasing act
Shopping centers and departament stores take in a significant portion of class C, but this is still a minority.
The greater regular shopping frequency for class C – different from classes AB – is at street store
The purchasing act is surrounded by the same concepts with the same intensity throughout the classes: planning prices survey search for opportunities
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
New technologies and technological renewal remain at the top of desires of this class:computer, mobile phone, microwave oven, tv set and refriegerator.
Washing machine –for what it represents -is the main desire of class C.
Class C:
Desired equipment per segment
Conformists Personalists
ConsumeristsRationals
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Class C personal care products consumption
Amongst the products with the largest penetration in higher classes, only dental floss has not yet reached the same rates in class C.
Makeup has been increasing among the classes, withgreater proportional growth among class C women.
A great part of class C women make consumption decisions with regard to appearance, but mostly youngsters ranging from ages 20 to 34 are the ones who support this scenario.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Body care: texture and appearance
Users in 12 months
Amongst the products with less penetration, just the sun block
and mouth wash still have potential development in class C.
Hair styling lotion is a product category that
especially depends on the lower classes to reach its
volume.
56%
72%
34%
72%
46%
47%
47%
58%
52%
48%
45%
42%
40%
38%
57%
45%
53%
35%
40%
38%
36%
Body lotions
Mouth wash/Antiseptic
Hair styling lotion
Sun Protection
Face Moisturizing Lotion
Face Cleaning Products
Hand Lotions
AB1 B2 C1 C2
Users in 12 months
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Financial products: evolutionAn actual factor regarding the expansion of consumption
possibilities of Brazilians has been the credit card or store card
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Class C and brands
Innovation pleases all classes.
The behavior towards the brands tend to be similar among the classes:
Established brands deserve more confidence.
New brands deserve to be known
Brands are references for purchase.
Brand x consumer loyalty may be established.
Refining impacts class AB more, entertainmentpleases class C more.
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Brands and Segments:Washing machine
ThoughtConfidencePrecautionGracefulness
RootsSelf-valaution
Care
Care
RootsSelf-valautionSelf-centrednessLive in the presentGracefulness
Consumption is: self-esteem
Reject traditionsLive in the present Gracefulness
Do not like to stay home
Self-centeredPlain
Do not like to stay home
StoicLive in the presentComplex
Purchase during the past 12 months: greater concentrations
Conformists Personalists
ConsumeristsRationals
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
The social interaction of class C is based more on actual and direct experience and its immediate effect rather than on formal, intellectual exchange.
The family picture is frequently different from the classical model that we know. It is homemade and joyful. Greater belief in equality and pacific sociabilityamongst the different ones.
Class C desires:
It always desires - but consumes when possible - the market icons – domestic appliances, technology, cars and real estate properties. However, it’s consumption rhythm is more sporadic or seasonal.
Whom to talk to:
Which is the speech?
The relevance of personal expression. It arises out of the need to be attractive, which in turn, arises out of the desire of differentiation, distinction and prominence.
How to say:
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
Planning, prices, survey and search for opportunities are universal directives of purchase for class C as well.
Food and physical activity are not focused.
There is a large group that practices sports and others that attend sports arenas in class C.
Printed media has low penetration in class C, probably due to limitation of cash.
When and where: The consumption:
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
1. We are alike, we are different
Demographic profile
Values and attitudes (segmentation)
2. Class C infrastructure
Health, education, work
Income and financial life
The net worth
Social Inclusiveness and Citizenship
3. Class C lifestyle
The appearance issue
Leisure, entertainment and advertising
Cultural identity (music, sports, religion)
What does the publication deliver?
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
What does the publication deliver?
4. Class C consumption:
Purchases: When and where
Consumer basket and adopted basket
Brands
5. Major trends
Maslow and class C
Class C growth is sustainable
Arising the interest
Conquering consumption
Class C as market
Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)
For further information, please contact Experian Simmons at 1 800 918 9064 or email
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