Consumers' Perceptions of the Role of the Marketing System in Subjective Well-being

The term happiness is used colloquially to refer to subjective well-being. In the years when the performance of marketing systems in Brazil was reduced, there was a fall in happiness index, which demonstrates the importance of marketing systems in the subjective well-being of individuals and society. Most studies on the role played by the marketing system in subjective well-being are based on mature markets. Little has been studied on the subject in Latin American markets. This article describes the role of marketing systems in the subjective well-being of Brazilian consumers. In qualitative research through interviews with consumers from cities of different sizes and economic development, it was found that in general the subjective well-being of the consumer can be achieved by access to products and consumer experiences. Preliminary conclusions are presented on how the marketing system and the consumption it provides influence on the subjective well-being of the consumer from the variation of income, level of education and access to public services.