Archive for the ‘Peru’ Category

More on market segmentation

Arellano Marketing is a Peruvian marketing company dedicated to research and consulting. They just launched their view of how Peru’s population is segmented (only in Spanish). Very, very interesting.

Unfortunately political parties in Peru are still discussing about left and right, class struggle and other 19th century stuff.

In brief, Peru is not divided by socio-economical classes like A, B, C, D & E, but by 6 life styles: sophisticated, progressive, modern, adapted, conservative and resigned. And, within each lifestyle, there are people with a wide spectrum of income:


Peruvian lifestyles vs income spectrum. Source: Arellano Marketing.


In my experience, it is true. I’ve seen Peru evolve from closed-economy socialism to free market democracy. Economic progress has transformed the country, shattering our stagnated society and democratising opportunities.

Categories: Market Analysis, Peru Tags: