Q.1.: Describe the consumer behavior differences among laundry products’ customers in
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Brazil. What market segments exist?
Ans: Washing clothes in the Northeast and Southeast of Brazil is very different. In Recife
(NE), only 28% of households using washing machine and 73% women think that
bleach is essential to remove fat stains. In Sao Paulo (SE), 67% of families own a
washing machine and 18% think that bleach is essential to remove fat stains. In
general, women in the north brush clothes using bars of laundry soap, a procedure
which requires intense and sustained effort. They then add bleach to remove tough
stains and only add a little detergent powder at the end, primarily to make clothes
As a outcome of these differences, the penetration of detergent powder and laundry
soap is almost the same in the NE and the SE, but Northeasterners use a......
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