The literature of marketing and consumer behavior has not dealt with the theme and particular problem of the Latin American consumer. It has been said that it consumes by mirror of the western consumer, either emulating American or European consumption. It has also been written that this is an aspirational consumer, who because of his scarce economic resources lives in a state of permanent frustration over consumption. Well, we are not at all in agreement with these approaches that belittle our attachment to our traditions, customs and customs manifested in our idiosyncrasy and cosmogony that are inserted in what is called Latin American culture (one of the ten mega-cultures of the world of nowadays). These aspects define a cultural identity that has shown a firm resistance to any attempts at culturization, mainly by the countries of the first world. This article intends to give some of ...

The literature of marketing and consumer behavior has not dealt with the theme and particular problem of the Latin American consumer. It has been said that it consumes by mirror of the western consumer, either emulating American or European consumption. It has also been written that this is an aspirational consumer, who because of his scarce economic resources lives in a state of permanent frustration over consumption. Well, we are not at all in agreement with these approaches that belittle our attachment to our traditions, customs and customs manifested in our idiosyncrasy and cosmogony that are inserted in what is called Latin American culture (one of the ten mega-cultures of the world of nowadays). These aspects define a cultural identity that has shown a firm resistance to any attempts at culturization, mainly by the countries of the first world. This article intends to give some of ...