ABSTRACT
This chapter presents the main characteristics, and their implications for marketing decisions, of a growing Brazilian demographic minority – namely, single dwellers in big cities. Brazil has one of the highest rates of people living alone, relative to the total population. However, analysis of this phenomenon has been only recent and lacks research based on large samples. The eight largest Brazilian state capitals in terms of population provide the focal point of this study which suggests that the characteristics of this growing and heterogeneous group of people must be taken into account with regard to issues related to the consumption and production of consumer goods and services.
