4 June 2001

Latin America: Consumers Without Borders

Effective marketing reaches the eight invisible Latin Americas (part 1)

by Gabriel Gonzalez-Molina
Coauthor of Follow This Path (Warner Books, 2002)
Due to the disparity of income and consumption, there is no typical consumer in any Latin American country. It's far more effective to target specific economic segments than nationalities. The Gallup Socioeconomic Allocator divides Pan-American consumers into eight distinct groups and details their spending habits.
Gabriel Gonzalez-Molina is an author and lecturer for Gallup. He is coauthor of Follow This Path: How the World's Greatest Organizations Drive Growth by Unleashing Human Potential (Warner Books, 2002).
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