Class B consumer panel. Characteristics and advantages of this panel.
6 min read
Whenever rich people are mentioned, a scenario immediately comes to mind where uncontrolled spending can be made without many disastrous consequences, such is the purchasing power associated with class B in Brazil, which is often even placed on the same level as class A. However, with the help of the class B consumer panel, we can disassociate this impression and understand the real consumption power and purchasing habits of this class so desired by companies.
It is correct to state that class B consumers in Brazil have good purchasing power, to the point of prioritizing the quality of a product or service over price, as well as including various non-essential products and services in their lifestyle. But, speaking in real numbers, who truly represents the Brazilian class B and what is the significant percentage of this market?
Division of social classes in Brazil
Economic classes in Brazil are currently classified as:
- Class A: 2,8% of the Brazilian population (monthly household income above R$ 22 thousand)
- Class B: 13,2% of the Brazilian population (monthly household income between R$ 7,1 thousand and R$ 22 thousand)
- Class C: 33,3% of the Brazilian population (monthly household income between R$ 2,9 thousand and R$ 7,1 thousand)
- Classes D/E: 50,7% of the Brazilian population (monthly household income up to R$ 2,9 thousand)
Since class B, according to IBGE research, is largely represented by people who take longer to marry than the average general population and many choose not to have children, this class ends up having a higher individual disposable income to invest in less essential expenses such as home decor, aesthetics, education, comfort, leisure, spiritual health, mental health, among others. Another important point to highlight about class B consumers is that they generally prioritize product quality, but do not disregard the price factor when making a purchase decision.
>>> Class C consumer panel – the largest panel of respondents able to contribute to your research
Characteristics of class B consumers
The class B consumer panel is a research and direct communication tool with the class to obtain relevant information that will be transformed into strategies to attract and conquer this market. Before formulating your market research for class B, it is important to know some habits and characteristics of this audience, already discovered.
They travel internationally – If there is a growing and common characteristic among class B, it is the increase in international trips they take. Leaving the country for vacation at least once a year is very common among most class B families.
They have phone and cable TV plans and subscriptions – A strong characteristic of class B consumers is the fact that they are not content with the basics, as they have purchasing power to experience products and services with higher price and quality. Thus, personalized products and services that provide a certain exclusivity and comfort are the preferred ones for the wealthy. TV, telephony, and informational subscriptions represent entertainment aggregated with culture, and there is no one who doesn't like this combination.
They use private healthcare system – For class B consumers who value convenience and quality in services, leaving healthcare in the hands of the public sector is not an option. Class B consumers invest in health plans for the whole family and opt for more comprehensive and renowned health plans.
They invest in education – As in healthcare, quality education is one of the priorities of the middle class who do not hesitate to invest part of their income in family education. Aware that good education yields good financial returns, class B opts for more traditional educational institutions with good evaluations and awards. Speaking more than one language is another strong characteristic of class B consumers.
They eat out more than 1 once a week – Whether for practicality, lack of time, or pleasure, class B consumers enjoy eating out a few times a week. This habit is also common as a way to be with family and take a break to enjoy life amidst long hours of work.
They hire domestic cleaning services – In addition to saving time, since class B is at a high level of economic and social power, performing household chores is not part of the plans of the wealthy. Paying for a cleaning service is super advantageous compared to the time and energy these people can save.
>>> Learn about the types of consumers within an online panel in this article
Advantages of the class B consumer panel
We highlight 5 advantages of using a class B consumer panel and collecting insights for your business:
1. Know products, services, and brands used
Knowing the quality, identity, values, and other characteristics of the products and services used by class B means being prepared for this audience. Knowing the competition and their methods of capturing and attracting the class B audience is essential to hit the mark in campaigns and product launches.
2. Capture information on purchasing and consumption behavior
Once you use the class B consumer panel to understand the important factors in their purchase decision-making, it provides you with the tools and knowledge to attract and engage this audience, whatever the product or service offered.
3. Obtain ideas through the desires and needs of class B
The class B consumer panel is a perfect tool to capture ideas directly from the consumers themselves. These insights are so important because they contain the beliefs, values, and goals coming from this audience.
4. Develop loyalty strategies
Once insights, habits, and opinions are gathered through the class B consumer panel, developing assertive strategies becomes much easier. Gathering and analyzing this information becomes very practical with the Painel TAP class B consumer panel. With our consumer panel, companies can customize the panel's aesthetics with the brand's visual identity, and use resources for quantitative and qualitative research.
5. Develop products and services that successfully meet the expectations of class B
Now that we have all the information we need gathered and analyzed through the class B consumer panel, we are much more able to launch a new product or service, preferential or exclusive to the class B audience. It's time to get to work and be aware of all the knowledge acquired through research and studies.
>>> How to use a respondent panel for companies?
The products consumed by class B are different, they have differentiated added values, always opting for companies and brands that adapt to this profile. Whatever your business, conquering class B is a very profitable and, it must be said, safe investment, as it is a class with consistent values and high purchasing power.
Need research with respondent samples? Count on Painel TAP.
Behind Painel TAP is a team passionate about data and generating insights, who finds in each project a challenge to seek the best and fastest solution for the most diverse types of needs and demands in online research and market investigation.
