Study shows the many faces of the middle class

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shuklamojumder093
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Study shows the many faces of the middle class

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Serasa and Data Popular identify four major profiles within the previously homogeneous mass known as class C or the new middle class.
After a year of joint studies, Serasa Experian and the Data Popular institute, which specializes in class C, assessed this population in detail to determine profiles that could help with more targeted actions for this audience, which until now had been viewed in a homogeneous manner by advertisers, marketing agencies and even the government.
The companies state that the so-called new middle class is made up of 108 million people who consumed the equivalent of more than R$1.17 trillion in 2013, and are also responsible for 58% of the credit transactions in the country. The Faces of the Middle Class study assessed this social group based on 400 variables, considering geographic, demographic, credit and behavioral aspects.
The result was four major profiles: Hard-working, Experienced, Entrepreneurs and Promising. Check out the summary of each of them below:
Hard-working people – They represent the largest portion of the population of class C (39% or 30.3 million people), are on average 40 years old and 48% of them have completed elementary school. Single people predominate: 72%, 49% of them have formal employment contracts and 41% use the internet. For Hard-working people, employment is seen audit directors auditors email lists as a source of stability and a means to fulfill dreams and desires. They also see education as a source of social advancement. This group, which spends R$388.9 billion, is one of the largest users of credit, for items such as purchasing a home or renovation. Their most desired products and services in 2014 are domestic air travel, furniture, washing machines, TVs (plasma, LCD or LED), real estate and cars.

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Experienced people – They have an average age of 65 years and represent 26% of the middle class (20.5 million people). Here, 36% are self-employed, 41% are widowed and only 7% have access to the internet; 59% have primary education and 31% have not received formal education. Fearing depression and prejudice from younger people and to maintain their consumption patterns, this group seeks to remain in the job market. They move R$274 billion and their target for this year is to purchase domestic air travel, furniture, refrigerators, washing machines and TVs (plasma, LCD or LED).
Entrepreneurs – The smallest and most daring group within the scope of the research; they represent 16% of the population analyzed (11.6 million people), and consume an average of R$276 billion. This is a more educated social group – 42% are studying or have already completed high school and 19% have higher education. With an average age of 43, 43% have a formal employment contract and 60% use the internet. This group seeks to balance work as a means of support with the enjoyment of the activity they perform. Among his plans for 2014 are trips abroad, furniture, notebooks, tablets, TVs (plasma, LCD or LED) and cars.
Promising – 19% of those surveyed (14.7 million) are young people with an average age of 22; 95% are single, 59% have completed high school and 57% have formal employment. The majority (72%) use the internet, but according to the study, not to research personal finances: 51% admitted to having lost control of their finances, having already faced difficulties and debt. Their consumption is R$230.8 billion and this year they intend to spend on gym memberships, college, professional courses, furniture, notebooks, smartphones, cars and motorcycles.
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