Um estudo empírico sobre a construção da identidade social do consumidor de toy art
Ano de defesa: | 2009 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Não Informado pela instituição
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Programa de Pós-Graduação: |
Não Informado pela instituição
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Departamento: |
Não Informado pela instituição
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País: |
Não Informado pela instituição
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Palavras-chave em Português: | |
Link de acesso: | http://hdl.handle.net/10438/4243 |
Resumo: | The objective of the present work is to understand how Toy Art consumer’s use their possession to build up their social identity, and also explore this consumption relationship by investigating the factors that trigger the process of extension self in Toy Art. The theoretical support of this work ocurred by a deepening of the themes already raised earlier by Campbell & Barbosa (2006) and McCracken (2003), in their studies of culture and consumption; Schouten & McAlexander (1995) in their research on subcultures of consumption; Hall (2005), who exposed his theories about the formation of identity in the modern world; Douglas & Isherwood (2004), who studied the rituals of consumption; Belk (1988), with his research on the extension self. The present study is of exploratory, character and was conducted in-depth interviews in order to let emerge the feelings and emotions of the respondents, for better orientation towards the analysis of the data. Data were collected from 14 Toys consumer’s, of both genders, aged between 19 and 38 years, live in Belo Horizonte, Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and the Distrito Federal, during the moths of July and August 2009. To achieve the proposed objectives, the research method used was qualitative, with prioritization of the subject and subjectivity, using an interpretative structure for data analysis. The results showed that Toy Art consumer’s use their possession to compose their social identity and as a form of differentiation and expression. The extension of the selves just happens during this search for the unusual, for a possession that distinguishes from other people. Conclude the work, making recommendations to management in order to benefit and develop the industry in this segment. |
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Repositório Institucional do FGV (FGV Repositório Digital) |
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Barboza, Renata AndreoniEscolas::EBAPEZouain, Deborah MoraesSauerbronn, João Felipe RammeltAyrosa, Eduardo André Teixeira2010-03-11T18:39:36Z2010-03-11T18:39:36Z2009-12-21BARBOZA, Renata Andreoni. Um estudo empírico sobre a construção da identidade social do consumidor de toy art. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2009.http://hdl.handle.net/10438/4243The objective of the present work is to understand how Toy Art consumer’s use their possession to build up their social identity, and also explore this consumption relationship by investigating the factors that trigger the process of extension self in Toy Art. The theoretical support of this work ocurred by a deepening of the themes already raised earlier by Campbell & Barbosa (2006) and McCracken (2003), in their studies of culture and consumption; Schouten & McAlexander (1995) in their research on subcultures of consumption; Hall (2005), who exposed his theories about the formation of identity in the modern world; Douglas & Isherwood (2004), who studied the rituals of consumption; Belk (1988), with his research on the extension self. The present study is of exploratory, character and was conducted in-depth interviews in order to let emerge the feelings and emotions of the respondents, for better orientation towards the analysis of the data. Data were collected from 14 Toys consumer’s, of both genders, aged between 19 and 38 years, live in Belo Horizonte, Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and the Distrito Federal, during the moths of July and August 2009. To achieve the proposed objectives, the research method used was qualitative, with prioritization of the subject and subjectivity, using an interpretative structure for data analysis. The results showed that Toy Art consumer’s use their possession to compose their social identity and as a form of differentiation and expression. The extension of the selves just happens during this search for the unusual, for a possession that distinguishes from other people. Conclude the work, making recommendations to management in order to benefit and develop the industry in this segment.O objetivo deste trabalho é compreender como os consumidores de Toy Art utilizam o seu bem para constituir a sua identidade social, além de explorar este relacionamento de consumo, investigando os fatores que desencadeiam o processo de extensão de si no Toy Art. A sustentação teórica deste trabalho se deu pelo aprofundamento dos temas já levantados anteriormente por Campbell & Barbosa (2006) e McCracken (2003), em seus estudos sobre cultura e consumo; Schouten & McAlexander (1995) em sua pesquisa sobre subculturas de consumo; Hall (2005), que expôs suas teorias sobre a formação da identidade no mundo moderno; Douglas & Isherwood (2004), que estudaram os rituais de consumo; Belk (1988), com suas pesquisas sobre a extensão do self. Este estudo é de caráter exploratório, e foi conduzido com entrevistas em profundidade com o intuito de deixar emergir os sentimentos e emoções dos respondentes, para uma melhor orientação na direção das análises dos dados obtidos. Os dados foram coletados junto a 14 consumidores de Toys, de ambos os sexos, com idades entre 19 e 38 anos, residentes nos estados de Belo Horizonte, Paraná, Rio de Janeiro, Rio Grande do Sul, São Paulo e o Distrito Federal, durante os meses de julho e agosto de 2009. Para atingir os objetivos propostos, o método de pesquisa adotado foi qualitativo, com priorização do sujeito e da subjetividade, utilizando-se uma forma interpretativa para a análise dos dados. Os resultados demonstraram que os consumidores de Toy Art utilizam o seu bem para constituir sua identidade social e como uma forma de diferenciação e expressão. A extensão de si se dá exatamente durante essa busca pelo incomum, por um bem que o distinga dos demais. Conclui-se o trabalho, fazendo-se recomendações gerenciais com o intuito de beneficiar e desenvolver a indústria deste segmento.pormarketing, cultura, consumo, identidade, self, colecionismo, expressão, diferenciação e subcultura.MarketingCulturaConsumoIdentidadeSelfColecionismoExpressãoDiferenciação e subculturaCultureConsumptionIdentitySelfCollectingExpressionDifferentiation and subcultureAdministração de empresasComportamento do consumidorIdentidade socialMarketingUm estudo empírico sobre a construção da identidade social do consumidor de toy artinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALRenata Andreoni Barboza.pdfRenata Andreoni Barboza.pdfDissertação 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InstitucionalPRI |
dc.title.por.fl_str_mv |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art |
title |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art |
spellingShingle |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art Barboza, Renata Andreoni marketing, cultura, consumo, identidade, self, colecionismo, expressão, diferenciação e subcultura. Marketing Cultura Consumo Identidade Self Colecionismo Expressão Diferenciação e subcultura Culture Consumption Identity Self Collecting Expression Differentiation and subculture Administração de empresas Comportamento do consumidor Identidade social Marketing |
title_short |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art |
title_full |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art |
title_fullStr |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art |
title_full_unstemmed |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art |
title_sort |
Um estudo empírico sobre a construção da identidade social do consumidor de toy art |
author |
Barboza, Renata Andreoni |
author_facet |
Barboza, Renata Andreoni |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Zouain, Deborah Moraes Sauerbronn, João Felipe Rammelt |
dc.contributor.author.fl_str_mv |
Barboza, Renata Andreoni |
dc.contributor.advisor1.fl_str_mv |
Ayrosa, Eduardo André Teixeira |
contributor_str_mv |
Ayrosa, Eduardo André Teixeira |
dc.subject.por.fl_str_mv |
marketing, cultura, consumo, identidade, self, colecionismo, expressão, diferenciação e subcultura. Marketing Cultura Consumo Identidade Self Colecionismo Expressão Diferenciação e subcultura Culture Consumption Identity Self Collecting Expression Differentiation and subculture |
topic |
marketing, cultura, consumo, identidade, self, colecionismo, expressão, diferenciação e subcultura. Marketing Cultura Consumo Identidade Self Colecionismo Expressão Diferenciação e subcultura Culture Consumption Identity Self Collecting Expression Differentiation and subculture Administração de empresas Comportamento do consumidor Identidade social Marketing |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor Identidade social Marketing |
description |
The objective of the present work is to understand how Toy Art consumer’s use their possession to build up their social identity, and also explore this consumption relationship by investigating the factors that trigger the process of extension self in Toy Art. The theoretical support of this work ocurred by a deepening of the themes already raised earlier by Campbell & Barbosa (2006) and McCracken (2003), in their studies of culture and consumption; Schouten & McAlexander (1995) in their research on subcultures of consumption; Hall (2005), who exposed his theories about the formation of identity in the modern world; Douglas & Isherwood (2004), who studied the rituals of consumption; Belk (1988), with his research on the extension self. The present study is of exploratory, character and was conducted in-depth interviews in order to let emerge the feelings and emotions of the respondents, for better orientation towards the analysis of the data. Data were collected from 14 Toys consumer’s, of both genders, aged between 19 and 38 years, live in Belo Horizonte, Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and the Distrito Federal, during the moths of July and August 2009. To achieve the proposed objectives, the research method used was qualitative, with prioritization of the subject and subjectivity, using an interpretative structure for data analysis. The results showed that Toy Art consumer’s use their possession to compose their social identity and as a form of differentiation and expression. The extension of the selves just happens during this search for the unusual, for a possession that distinguishes from other people. Conclude the work, making recommendations to management in order to benefit and develop the industry in this segment. |
publishDate |
2009 |
dc.date.issued.fl_str_mv |
2009-12-21 |
dc.date.accessioned.fl_str_mv |
2010-03-11T18:39:36Z |
dc.date.available.fl_str_mv |
2010-03-11T18:39:36Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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BARBOZA, Renata Andreoni. Um estudo empírico sobre a construção da identidade social do consumidor de toy art. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2009. |
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BARBOZA, Renata Andreoni. Um estudo empírico sobre a construção da identidade social do consumidor de toy art. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2009. |
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http://hdl.handle.net/10438/4243 |
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