Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão
Ano de defesa: | 2006 |
---|---|
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
|
Programa de Pós-Graduação: |
Não Informado pela instituição
|
Departamento: |
Não Informado pela instituição
|
País: |
Não Informado pela instituição
|
Palavras-chave em Português: | |
Link de acesso: | http://hdl.handle.net/10438/4068 |
Resumo: | The consumption of goods from brands in vogue, which symbolize status, popularity, success and social distinction, among those from the same social group in a pre-teenage girls¿ environment, has been a topic for academic studies as well as the market, due to their relevant consumption power for the companies worldwide. This paper aims to check out the use of these goods by them in São Luís, in order to become popular, succesful and socially distinguished; and the relation of the consumption for status with the brand image consumed and the pre-teenage girl self image; how familiar with the goods and the brand they are; and their attitude concerning their qualities. The empirical metodology had two phases: a qualitative and a quantitative one. The first one started with a specific group of 8 (eight) pre-teenage girls from high and medium classes, with the purpose of collecting some basis in order to reinforce the theory once the hypothesis were elaborated and used to guide the quantitative research as well as to adapt some North American scales. In the second stage of the qualitative research, a survey was applied in a convenience sample of 300 (three hundred) pre-teenage girls from São Luís, all from the high, medium high and low classes. The main result showed the pre-teenage girls from São Luís consume goods and brands for status, so they could get prestige, success, and social distinction, however, they do not define themselves or judge the social status of those from their social group based only on the clothes they wear and the brands which indicate their consumption power. Some other status symbols are important too, like, housing, the family car, the neighborhood where they dwell, the parents¿ occupation; the school they go to, the long and straight hair, how correct they speak Portuguese and their holiday trips. Another result highlighted was the strong relation of the brand image with their self image in the consumption for status. |
id |
FGV_68909bb664f9fc5c6cde34f3dd077ad3 |
---|---|
oai_identifier_str |
oai:bibliotecadigital.fgv.br:10438/4068 |
network_acronym_str |
FGV |
network_name_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
repository_id_str |
|
spelling |
Chagas Neto, BenicioEscolas::EBAPEFreitas, AntonioCampanário, Cláudia Rosa Acevedo de AbreuBotelho, Delane2009-11-18T19:01:38Z2009-11-18T19:01:38Z2006CHAGAS NETO, Benicio. Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2006.http://hdl.handle.net/10438/4068The consumption of goods from brands in vogue, which symbolize status, popularity, success and social distinction, among those from the same social group in a pre-teenage girls¿ environment, has been a topic for academic studies as well as the market, due to their relevant consumption power for the companies worldwide. This paper aims to check out the use of these goods by them in São Luís, in order to become popular, succesful and socially distinguished; and the relation of the consumption for status with the brand image consumed and the pre-teenage girl self image; how familiar with the goods and the brand they are; and their attitude concerning their qualities. The empirical metodology had two phases: a qualitative and a quantitative one. The first one started with a specific group of 8 (eight) pre-teenage girls from high and medium classes, with the purpose of collecting some basis in order to reinforce the theory once the hypothesis were elaborated and used to guide the quantitative research as well as to adapt some North American scales. In the second stage of the qualitative research, a survey was applied in a convenience sample of 300 (three hundred) pre-teenage girls from São Luís, all from the high, medium high and low classes. The main result showed the pre-teenage girls from São Luís consume goods and brands for status, so they could get prestige, success, and social distinction, however, they do not define themselves or judge the social status of those from their social group based only on the clothes they wear and the brands which indicate their consumption power. Some other status symbols are important too, like, housing, the family car, the neighborhood where they dwell, the parents¿ occupation; the school they go to, the long and straight hair, how correct they speak Portuguese and their holiday trips. Another result highlighted was the strong relation of the brand image with their self image in the consumption for status.O consumo de produtos de marcas que simbolizam status com o intuito de popularidade, sucesso e distinção social, entre seus pares, e no ambiente em que vivem as pré-adolescentes, tem sido estudado na academia e pelo mercado, devido à relevância desse consumo para as empresas que atuam globalmente. Os objetivos desta pesquisa foram verificar a utilização do consumo de produtos que simbolizam status pelas pré-adolescentes de São Luís com a finalidade de adquirirem popularidade, sucesso e distinção social; e a relação do consumo por status com a congruência da imagem da marca consumida, com a auto-imagem da pré-adolescente; da familiaridade com o produto e a marca; e de atitudes favoráveis à qualidade desses produtos e marcas. A metodologia empírica teve duas fases: uma qualitativa e outra quantitativa. A fase qualitativa teve início com um grupo de foco, com oito pré-adolescentes pertencentes às classes alta e média alta, com a finalidade de colher-se subsídio para reforçar a teoria na elaboração das hipóteses que serviram de orientação para a pesquisa quantitativa e adaptar algumas escalas de origem norte-americana. A segunda fase da pesquisa qualitativa constituiu-se de dois grupos de foco. A pesquisa quantitativa teve a aplicação de um survey em uma amostra de conveniência com 300 pré-adolescentes de São Luís, das classes alta e media alta e baixa. O principal resultado da pesquisa foi que as meninas pré-adolescentes de São Luís consomem produtos e marcas por status no intuito de prestígio, sucesso e distinção social, mas não se definem e julgam o status social de seus pares somente baseado nas roupas que vestem e nas marcas que simbolizam status que consomem. Outros símbolos de status são importantes como a moradia, o carro da família, o bairro, a profissão dos pais; o colégio em que estudam, os cabelos grandes e lisos, a correção no falar o português e as viagens nas férias. Outro resultado da pesquisa foi a forte relação da congruência da imagem da marca com a auto-imagem das pré-adolescentes no consumo por status.porMarca que simboliza statusConsumo por statusPré-AdolescenteEscala de consumoBrand which symbolizes statusConsumption for statusPre-teenagerConsumption scaleAdministração de empresasAdolescentesConsumidores jovensComportamento do consumidorConsumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhãoinfo: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/openAccessORIGINALBenicio.pdfapplication/pdf172275http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/4068/1/Benicio.pdf89ad3e047349807ce6364a4cd9c43ae9MD51TEXTBenicio.pdf.txtBenicio.pdf.txtExtracted Texttext/plain113457http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/4068/2/Benicio.pdf.txte8749720aaec2ace2f68c314708b2c3aMD52THUMBNAILBenicio.pdf.jpgBenicio.pdf.jpgGenerated Thumbnailimage/jpeg1524http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/4068/3/Benicio.pdf.jpgc2df03f2b6c84657a874374718d01301MD5310438/40682017-08-29 11:09:38.146Repositório InstitucionalPRI |
dc.title.por.fl_str_mv |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão |
title |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão |
spellingShingle |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão Chagas Neto, Benicio Marca que simboliza status Consumo por status Pré-Adolescente Escala de consumo Brand which symbolizes status Consumption for status Pre-teenager Consumption scale Administração de empresas Adolescentes Consumidores jovens Comportamento do consumidor |
title_short |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão |
title_full |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão |
title_fullStr |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão |
title_full_unstemmed |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão |
title_sort |
Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão |
author |
Chagas Neto, Benicio |
author_facet |
Chagas Neto, Benicio |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Freitas, Antonio Campanário, Cláudia Rosa Acevedo de Abreu |
dc.contributor.author.fl_str_mv |
Chagas Neto, Benicio |
dc.contributor.advisor1.fl_str_mv |
Botelho, Delane |
contributor_str_mv |
Botelho, Delane |
dc.subject.por.fl_str_mv |
Marca que simboliza status Consumo por status Pré-Adolescente Escala de consumo Brand which symbolizes status Consumption for status Pre-teenager Consumption scale |
topic |
Marca que simboliza status Consumo por status Pré-Adolescente Escala de consumo Brand which symbolizes status Consumption for status Pre-teenager Consumption scale Administração de empresas Adolescentes Consumidores jovens Comportamento do consumidor |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Adolescentes Consumidores jovens Comportamento do consumidor |
description |
The consumption of goods from brands in vogue, which symbolize status, popularity, success and social distinction, among those from the same social group in a pre-teenage girls¿ environment, has been a topic for academic studies as well as the market, due to their relevant consumption power for the companies worldwide. This paper aims to check out the use of these goods by them in São Luís, in order to become popular, succesful and socially distinguished; and the relation of the consumption for status with the brand image consumed and the pre-teenage girl self image; how familiar with the goods and the brand they are; and their attitude concerning their qualities. The empirical metodology had two phases: a qualitative and a quantitative one. The first one started with a specific group of 8 (eight) pre-teenage girls from high and medium classes, with the purpose of collecting some basis in order to reinforce the theory once the hypothesis were elaborated and used to guide the quantitative research as well as to adapt some North American scales. In the second stage of the qualitative research, a survey was applied in a convenience sample of 300 (three hundred) pre-teenage girls from São Luís, all from the high, medium high and low classes. The main result showed the pre-teenage girls from São Luís consume goods and brands for status, so they could get prestige, success, and social distinction, however, they do not define themselves or judge the social status of those from their social group based only on the clothes they wear and the brands which indicate their consumption power. Some other status symbols are important too, like, housing, the family car, the neighborhood where they dwell, the parents¿ occupation; the school they go to, the long and straight hair, how correct they speak Portuguese and their holiday trips. Another result highlighted was the strong relation of the brand image with their self image in the consumption for status. |
publishDate |
2006 |
dc.date.issued.fl_str_mv |
2006 |
dc.date.accessioned.fl_str_mv |
2009-11-18T19:01:38Z |
dc.date.available.fl_str_mv |
2009-11-18T19:01:38Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
CHAGAS NETO, Benicio. Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2006. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/4068 |
identifier_str_mv |
CHAGAS NETO, Benicio. Consumo para obtenção de status: estudo empírico entre meninas pré-dolescentes de São Luis do Maranhão. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2006. |
url |
http://hdl.handle.net/10438/4068 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
bitstream.url.fl_str_mv |
http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/4068/1/Benicio.pdf http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/4068/2/Benicio.pdf.txt http://bibliotecadigital.fgv.br:80/dspace/bitstream/10438/4068/3/Benicio.pdf.jpg |
bitstream.checksum.fl_str_mv |
89ad3e047349807ce6364a4cd9c43ae9 e8749720aaec2ace2f68c314708b2c3a c2df03f2b6c84657a874374718d01301 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 |
repository.name.fl_str_mv |
|
repository.mail.fl_str_mv |
|
_version_ |
1742146260657242112 |