Consumerism dominates Argentine society

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BUENOS AIRES -- Image, youth and purchasing power are the three values that guide Argentines of the 1990s, according to a study of middle income Argentines conducted by local ad agency Graffiti and market researcher Peltz/Figueira & Associados.

Based on interviews with 280 individuals and 28 groups, the study noted changes in consumer attitudes on at least three fronts. Argentines valued buying as an activity in itself and as consumers have become more aware of their rights and expect certain services. Thirdly, product brands are key in making purchasing decisions, offering security and support to consumers with little time and money. The study, dubbed the "Social X-Ray," claims to be the first of its kind in Argentina.

Copyright May 1997, Crain Communications Inc.

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