Informal Marketing: A Commercialization Model Guided by Brazilian Jeitinho, Informality and Entrepreneurship

Abstract

In Brazil, street vendors and hawkers, currently recognized as micro-entrepreneurs, commonly are developing unconventional marketing strategies in informal markets, that is, with characteristics of intuition, improvisation and lawlessness. Remarkably, these marketing strategies have shown good sales results, highlighting the following question: What kind of marketing is that which is not in the handbooks of marketing and is overlooked by leading authors in the field? Considering this problem, this study aims to propose an explanatory model for this “marketing” phenomenon, theoretically grounded and within empirical basis, in the light of theories that address the psychological makeup of the Brazilian Jeitinho, the culture of informality and Entrepreneurship. Thus, we propose a concept that fills a gap over the traditional marketing theories existing.