So despite signs of an upturn, Brazilian consumers continue to act conservatively, enforcing a discipline that has imposed itself on other sectors of the economy.

But volume was down 1 percent in Brazil, as a result of the loss of purchasing power among Brazilian consumers.

With Brazilian consumers snapping up new models, production has jumped by 52 percent since 1990.

In 2008, Brazilian consumers paid more than U$ 1 billion for complementary thermoelectric generation not previously programmed.

"Now that this is under way, the next step is to find a new partner that will help in selling Intelig to the Brazilian consumer."

"To begin with, they seemed to be out of touch with the Brazilian consumer," Mr. Kawassaki said.

With prices rising through the 1990's, rice looked like a winner until Brazilian consumers began tightening their belts last year.

Brazilian consumers and filmmakers began to feel that Cinema Novo was contradicting the ideals of its first phase.

The rates that Brazilian consumers and businesses actually pay are more than 20 percent.

"It is an insult to the Brazilian consumer."