This work takes part in the debate about how marketing can meet the needs of low income consumers. Initially, the gaps in international literature and the main strategies that can be followed by companies to reduce poverty are discussed, focusing subsequently on the perspective of "marketing at the bottom of the pyramid". A review is carried out of studies in Brazil (albeit few in number) into the consumption habits of the poor, grouping the results in line with the theme, including family spending, the use of credit, brand choice, store choice and the meaning of having possessions. Then, the ways in which companies can act in the low income segment, by means of marketing strategies designed specifically for this end, are analyzed. Finally, a research agenda is proposed for the Brazilian academic community, covering the consumption habits of the poor and marketing directed at this particular segment.
Low income; consumption of the poor; bottom of the pyramid; consumer behavior; poor consumption
