Latin American Consumer Markets and Marketing

Fernando Robles

Chapter 2 in Marketing in the Emerging Markets of Latin America, 2005, pp 38-82 from Palgrave Macmillan

Abstract: Abstract Latin American consumer markets have gone through turbulent times since the early 1990s. Although periods of growth and recession have affected the region in similar ways, their impact has not influenced consumers in the same way or at the same time. In a short period of time the social fabric of Latin America has changed. The region now has a complex, fluid social mixture of rich and poor, old and young, cosmopolitan and traditional. If we add differences in ethnicity, language and climate, Latin America can be viewed as a rich mosaic that produces a variety of consumption behaviors and different ways of adjusting to events that affect the region.

Keywords: Latin American Country; Brand Equity; Cellular Phone; North American Free Trade Agreement; Brand Strategy (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51185-9_2

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DOI: 10.1057/9780230511859_2

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