Padrões de orçamento familiar no Brasil: um estudo sobre o orçamento das famílias endividadas e positivas

Abstract

Familiar budget patterns in Brazil: a study about Indebted and Positive families' budget Although familiar budget and household consumption patterns are very important for understanding Brazilian population reality, qualitative and quantitative studies dedicated to the understand both are still scarce in national scenarium, which is a limitation for the consolidation of Brazilian literature on the subject. So, this work uses familiar budget as a segmentation variable in order to segment Indebted and Positive families, offering comparisons regarding consumption patterns of the obtained segments. It should be noted that, for this study, familiar budget is composed by 17 consumption categories, including non-discretionary expenditure, such as "Food consumption inside house" and "Housing" and also discretionary expenditure categories, such as "Leisure" and "Education". Thus, segmentation is performed through cluster analysis, which allocate Indebted and Positive families into segments. This analysis uses familiar budget data offered by Kantar WorldPanel, which considers 4790 families (Indebted-2409; Positive-2381). As this analysis application results on nine segments, five refers to Indebted families (Homeowners, Survivors, Welfare, Motorists and Loans Payors) and four refers to Positive families (Homeowners, Survivors, Welfare and Motorists). For Homeowners segment "Housing" is the most important expenditure; for Survivors segment "Food consumption inside house" is the most important; Wellness segment has above-average expenses with discretionary categories such as "Leisure" and "Education"; Automotive segment has a large part of their budget committed with "Transport" category and Payors of Loans, that only exists for Indebted group, spend much money on "Financial Services". This study still makes efforts in order to identify which expenses better discriminate familiar budget from both groups and, as a result, it has been seen that Indebted group familiar budget is better discriminated by "Housing" and "Transportation" expenses, while Positive group is better discriminated by "Food inside the house" and "Housing" expenses. Moreover, income elasticity of the expenditure for each of the segments is calculated, verifying each segment sensitivity to each of the 17 expenditure categories. It can be seen that Positives are very sensitive to some categories, while Indebted are not very sensitive to all categories. This study offers as theoretical contribution the consolidation familiar budget as a segmentation variable and, as managerial contribution, familiar budget details of each segment to be explored by companies. Future studies may replicate this same study by making a regional approach or using extrapolated data for Brazilian population.