Resumo

The luxury market is an interesting and attractive global market that has consistently grown at attractive rates (D’Arpizio, 2018; 2019; 2020; 2011; 2022) over the last years. The real estate market is a sector of great importance in the country's economy, moving capital and generating jobs, being an essential segment, because it deals with the right to housing and well-being of the population. In addition to this strong social appeal, this sector of the economy has unique characteristics because it deals with goods of high value and durable character.

The main objective of this study was to gather information about the luxury market in Brazil in the current period, and changes in relation to previous years. As specific objectives, the study intends: - Define the main consumer profiles of the luxury real estate market in Brazil; - Highlight the differences in consumer demands and demands of this segment after the pandemic (COVID-19), compared to the same period before the pandemic; - Seek to discuss and elucidate the possible reasons for the changes in the behavior of the consumer market of the luxury real estate segment.

The real estate market is a sector of the economy of relevant importance for national development, since it moves capital, generates jobs, and is an essential good with regard to the right to housing and well-being of the population (PAZ, 2020). This market involves, among other things, the purchase, sale and rental of real estate, which may be residential or not, as well as the sale of land and rental of land for agricultural production, management of shopping malls and residential condominiums (IBGE, 2007; RODRIGUES, 2021b).

Qualitative and quantitative research was conducted, as described below, in order to gather information and collect data that help to understand the current scenario of the real estate market in relation to the same segment in previous years, as well as to know the profile of consumers in this market and to verify possible effects of the pandemic on the behavior of these clients.

In summary, the above results help us to understand that the client of the luxury real estate sector has felt the impact of the pandemic mostly on their lifestyle and, as a result, the vast majority have chosen to make a change. Acquisition of the property was due to the search for a comfortable place in which he could adapt his lifestyle, work and / or study, hobbies, activities and daily practices. And that your main demands in the acquisition of this property are its location and the comfort offered.

We conclude that the pandemic scenario has had a positive effect on this segment, either through the emotional effect, which made people seek more comfort for their families; either by necessity, due to the urgency in which to adapt the new demands in isolation; That is, even by the oscillations of the financial market that made the investor seek to apply his money in more profitable goods, such as the real estate market.

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