Lazer e classes populares: uma proposta de segmentaçãoAbstract
In this paper we seek to identify the most frequent leisure activities of people from the C, D and E classes and to cluster them in three main groups: age, average income and average spending. The paper begins with an introduction on the low income consumers and a theoretical revision regarding leisure, followed by the description of the methodology used and our main findings. We utilized a sample of 449 interviews to people residing in São Paulo County, based on probabilistic sampling. The data was analyzed with factorial and cluster analysis. Our main findings refer to the heterogeneity of the behavior of the groups detected in the study, showing the need to look carefully to the low income class behavior.