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How Brazilians shop? An investigation of Brazilians’ consumer values, lifestyles and mindset

Rafael Lucian (MPGE/FBV/DeVry, Rua Jean Émile Favre, Imbiribeira, Recife, Brazil)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 18 April 2017




The purpose of this paper is to discuss the role of Brazilian consumers’ personal behavioral values, lifestyle, and mindsets in relation to purchase decisions.


The study employed empirical research through a survey of 1,508 consumers to establish a typology.


Drawing on typologies in the literature, the study found that some dimensions should be combined to create certain particular ideal types of Brazilian consumers. Specifically, the study identified four different types of Brazilian consumer, each of which has its own way of making purchase decisions. Although there are small differences from a lifestyle perspective, there are distinctions between the groups in terms of consumer preferences and personal behavioral values.

Research limitations/implications

Based on the results, the paper proposes a model to understand and classify consumer behavior in the Brazilian context based on the four traits.

Practical implications

The findings suggest a number of strategic measures for organization, brands, and marketing practitioners.


The research employs recognized frameworks to develop a new typology of ideal types of consumers specific to the Brazilian context, but using a methodology that can be applied more broadly.



Lucian, R. (2017), "How Brazilians shop? An investigation of Brazilians’ consumer values, lifestyles and mindset", International Journal of Emerging Markets, Vol. 12 No. 2, pp. 238-262.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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