Comportamento do consumidor de baixa renda: o poder de compra entre os anos de 2010 e 2015

Abstract

This article is based on qualitative research aiming to understand the scenarios of change in the consumption habits of the Brazilian population with the lowest income between the years 2010 and 2015. The data presented allow us to clarify the depreciative economic scenario that slowly affected the families of Low incomes in relation to the reduction of purchasing power, the challenges to the family budget in the face of rising inflation and unemployment, while the increase of interest and reduction of credit destined to a consumer market that once experienced consumption habits that were only restricted to the layers Of the population with the highest income. The research aims to clarify the information gaps regarding the subject, while it concatenates economic data in an analytical way with the purpose of clarifying the changes in the behavior of low income consumers.