Ethnomarketing applied to Digital financial inclusion

Abstract

This study addresses Ethnomarketing as a methodology for understanding and cultural intervention in markets. It resorts to the theoretical review of the study of consumption and unfolds a practical ethnographic method on digital financial inclusion.

It focuses on the cultural logics that the use of money acquires in the popular sector. The goal will be to achieve a comprehensive understanding of the cultural factors behind them.

The two parts of monetary transactions are studied: users and merchants of the popular sectors. Digital payment is determined as the meeting point between the two, in which an agreement is established and a relationship is affirmed, according to the forms of community they acquire.

Finally, the contributions of the Ethnomarketing method for the cultural understanding of consumers as citizens are analyzed.