Romy Snijders
In order to get a good image of the target group (upper-middle class) a stereotype of a Peruvian couple is created. This is done by combining the observational research with facts and numbers of the Depest analysis. You will be introduced to Juan Carlos and Maria.
Juan Carlos (32) & Maria (30) a happy couple with three children living in Barranco, Lima. Juan Carlos is working at the local hospital as a doctor and Maria is working in a design store. For them it is important to work hard and have a lot of self dicipline, but also to spend time with their family. These moments together can be enjoyed most during lunch and diner time, when they are eating their food. The whole family is very proud of the cultural variety and the cultural heritage of Peru. You could say Maria is more or less the head of the family and provides all the shoppings for the household. Juan Carlos and Maria find their clothing and looks important, not only them themselves, but also how their children appear. They care about the environment and know about the problems going on in Peru, for example the problem of the plastic waste. Unfortunatly they do not really know what to do about it and they do not feel like they are participating in the solution enough.