Evaluation of Determinants of Media Consumption in Brazil

Abstract

The core aim of this paper was to evaluate determinants of media consumption of Brazilians, and its use as a source of information for the purchase decision. To this end, we used the Brazilian TGI database, and then applied a correspondence analysis by crossing profile variables, media consumption, and its importance as a source of purchasing decision. In this context, six consumer groups were formed. The results obtained shall provide a clearer understanding of media consumption, and a pondering towards the use of attitudinal variables and profile variables on the excessive use of the single-variable Social Class as the main driver for the selection of communication channels.

Keywords: Media, Brazil, Consumption.