A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang
Ano de defesa: | 2012 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Pontif?cia Universidade Cat?lica do Rio Grande do Sul
|
Programa de Pós-Graduação: |
Programa de P?s-Gradua??o em Administra??o e Neg?cios
|
Departamento: |
Faculdade de Administra??o, Contabilidade e Economia
|
País: |
BR
|
Palavras-chave em Português: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://tede2.pucrs.br/tede2/handle/tede/5641 |
Resumo: | During the 1980s, in line with studies focusing on consumer behavior, Holbrook and Hirschman (1982) has stressed the need to abandon the traditional view of marketing, based on the individual as a rational decision maker is to emphasize other aspects inherent consumption. The authors began to question the hegemony of the traditional marketing that might neglect other phenomena important to understanding the perspective of the consumer. These phenomena include recreational activities for leisure, sensory pleasure, aesthetic pleasure and emotional responses. The "experiential view" proposed by the authors was characterized by a flow of fantasies, feelings, and fun associated with the consumption process, which, in turn, presented a variety of subjective aspects - the multiplicity of symbolic meanings, hedonic responses and aesthetic criteria. This paper presents a qualitative and quantitative research through a case study of brand Gang to analyze the convergent and divergent aspects of lifestyle and consumer experiences through the following objectives: to describe the experience of consumption proposed by the company, analyze the dimensions of experience worked for the company and identify the lifestyle consumer brand. The results provided a better understanding on the subject, by building relations between the two themes, namely, the proposed brand experience adapts to the interests of your audience. One of the points that confirm this relationship is the connection between the main activities, interests and opinions of consumers with the brand experience of the proposed Gang. It is understood based on the results that the Gang can be considered a brand focused on the lifestyle of its consumers, since their policy of offering retail adapts to the lifestyle of its consumers. Finally, we present the academic and managerial contributions of the study, as well as its limitations and suggestions for future studies. |
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Brasil, Vin?cus SittoniCPF:47425970015http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4775530E0CPF:00775597031http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4440862A9Callegaro, Ana Rita Catelan2015-04-14T14:52:23Z2012-05-252012-03-28CALLEGARO, Ana Rita Catelan. A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang. 2012. 194 f. Disserta??o (Mestrado em Administra??o e neg?cios) - Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Porto Alegre, 2012.http://tede2.pucrs.br/tede2/handle/tede/5641During the 1980s, in line with studies focusing on consumer behavior, Holbrook and Hirschman (1982) has stressed the need to abandon the traditional view of marketing, based on the individual as a rational decision maker is to emphasize other aspects inherent consumption. The authors began to question the hegemony of the traditional marketing that might neglect other phenomena important to understanding the perspective of the consumer. These phenomena include recreational activities for leisure, sensory pleasure, aesthetic pleasure and emotional responses. The "experiential view" proposed by the authors was characterized by a flow of fantasies, feelings, and fun associated with the consumption process, which, in turn, presented a variety of subjective aspects - the multiplicity of symbolic meanings, hedonic responses and aesthetic criteria. This paper presents a qualitative and quantitative research through a case study of brand Gang to analyze the convergent and divergent aspects of lifestyle and consumer experiences through the following objectives: to describe the experience of consumption proposed by the company, analyze the dimensions of experience worked for the company and identify the lifestyle consumer brand. The results provided a better understanding on the subject, by building relations between the two themes, namely, the proposed brand experience adapts to the interests of your audience. One of the points that confirm this relationship is the connection between the main activities, interests and opinions of consumers with the brand experience of the proposed Gang. It is understood based on the results that the Gang can be considered a brand focused on the lifestyle of its consumers, since their policy of offering retail adapts to the lifestyle of its consumers. Finally, we present the academic and managerial contributions of the study, as well as its limitations and suggestions for future studies.Durante a d?cada de 1980, na linha de estudos centrados no comportamento do consumidor, Holbrook e Hirschman (1982) j? assinalavam a necessidade de se abandonar a vis?o tradicional de marketing, baseada no indiv?duo como um ser tomador de decis?o racional, para enfatizar outros aspectos inerentes ao consumo. Os autores passaram a questionar a hegemonia da vis?o tradicional de marketing que poderiam negligenciar outros fen?menos importantes ao entendimento da perspectiva do consumo. Esses fen?menos incluem atividades l?dicas de lazer, prazeres sensoriais, prazeres est?ticos e respostas emocionais. A vis?o experiencial proposta pelos autores caracterizava-se por um fluxo de fantasias, sentimentos, e divers?o associadas ao processo de consumo, que, por sua vez, apresentava uma variedade de aspectos subjetivos a multiplicidade de significados simb?licos, as respostas hed?nicas e os crit?rios est?ticos. O presente trabalho apresenta uma pesquisa qualitativa-quantitativa, atrav?s de um estudo de caso da marca Gang, para se analisar os aspectos convergentes ou divergentes entre estilo de vida e experi?ncias de consumo, atrav?s dos seguintes objetivos: descrever a experi?ncia de consumo proposta pela empresa, analisar as dimens?es da experi?ncia trabalhadas pela empresa e identificar o estilo de vida dos consumidores da marca. A an?lise dos resultados proporcionou um maior entendimento quanto ao tema, atrav?s da constru??o de rela??es entre ambas as tem?ticas, ou seja, a proposta de experi?ncia da marca adapta-se aos interesses do seu p?blico-alvo. Um dos pontos que reafirmam essa rela??o ? a liga??o entre as principais atividades, interesses e opini?es dos consumidores da marca com a proposta de experi?ncia da Gang. Entende-se com base nos resultados que a Gang pode ser considerada uma marca focada no estilo de vida de seus consumidores, uma vez que sua pol?tica de oferta de varejo adapta-se ao estilo de vida de seus consumidores. Por fim, s?o apresentadas as contribui??es acad?micas e gerenciais do estudo, bem como suas limita??es e sugest?es para futuros estudos.Made available in DSpace on 2015-04-14T14:52:23Z (GMT). No. of bitstreams: 1 438647.pdf: 6973139 bytes, checksum: 63a089288d41f2879dfddc9d0374991d (MD5) Previous issue date: 2012-03-28application/pdfhttp://tede2.pucrs.br:80/tede2/retrieve/16855/438647.pdf.jpgporPontif?cia Universidade Cat?lica do Rio Grande do SulPrograma de P?s-Gradua??o em Administra??o e Neg?ciosPUCRSBRFaculdade de Administra??o, Contabilidade e EconomiaADMINISTRA??O DE EMPRESASMARKETINGCONSUMO - ASPECTOS SOCIAISMARCASCONSUMIDORESCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOA rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Ganginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis32441290670938363746006004410494103952189146info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_RSinstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSTHUMBNAIL438647.pdf.jpg438647.pdf.jpgimage/jpeg3850http://tede2.pucrs.br/tede2/bitstream/tede/5641/3/438647.pdf.jpg02db6f19d6a0ab97fbe7a1741b5c5537MD53TEXT438647.pdf.txt438647.pdf.txttext/plain369147http://tede2.pucrs.br/tede2/bitstream/tede/5641/2/438647.pdf.txte4809d6f53891ce404db66b2166601ceMD52ORIGINAL438647.pdfapplication/pdf6973139http://tede2.pucrs.br/tede2/bitstream/tede/5641/1/438647.pdf63a089288d41f2879dfddc9d0374991dMD51tede/56412015-05-14 10:11:25.9oai:tede2.pucrs.br:tede/5641Biblioteca Digital de Teses e Dissertaçõeshttp://tede2.pucrs.br/tede2/PRIhttps://tede2.pucrs.br/oai/requestbiblioteca.central@pucrs.br||opendoar:2015-05-14T13:11:25Biblioteca Digital de Teses e Dissertações da PUC_RS - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
dc.title.por.fl_str_mv |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang |
title |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang |
spellingShingle |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang Callegaro, Ana Rita Catelan ADMINISTRA??O DE EMPRESAS MARKETING CONSUMO - ASPECTOS SOCIAIS MARCAS CONSUMIDORES CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang |
title_full |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang |
title_fullStr |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang |
title_full_unstemmed |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang |
title_sort |
A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang |
author |
Callegaro, Ana Rita Catelan |
author_facet |
Callegaro, Ana Rita Catelan |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Brasil, Vin?cus Sittoni |
dc.contributor.advisor1ID.fl_str_mv |
CPF:47425970015 |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4775530E0 |
dc.contributor.authorID.fl_str_mv |
CPF:00775597031 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4440862A9 |
dc.contributor.author.fl_str_mv |
Callegaro, Ana Rita Catelan |
contributor_str_mv |
Brasil, Vin?cus Sittoni |
dc.subject.por.fl_str_mv |
ADMINISTRA??O DE EMPRESAS MARKETING CONSUMO - ASPECTOS SOCIAIS MARCAS CONSUMIDORES |
topic |
ADMINISTRA??O DE EMPRESAS MARKETING CONSUMO - ASPECTOS SOCIAIS MARCAS CONSUMIDORES CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
During the 1980s, in line with studies focusing on consumer behavior, Holbrook and Hirschman (1982) has stressed the need to abandon the traditional view of marketing, based on the individual as a rational decision maker is to emphasize other aspects inherent consumption. The authors began to question the hegemony of the traditional marketing that might neglect other phenomena important to understanding the perspective of the consumer. These phenomena include recreational activities for leisure, sensory pleasure, aesthetic pleasure and emotional responses. The "experiential view" proposed by the authors was characterized by a flow of fantasies, feelings, and fun associated with the consumption process, which, in turn, presented a variety of subjective aspects - the multiplicity of symbolic meanings, hedonic responses and aesthetic criteria. This paper presents a qualitative and quantitative research through a case study of brand Gang to analyze the convergent and divergent aspects of lifestyle and consumer experiences through the following objectives: to describe the experience of consumption proposed by the company, analyze the dimensions of experience worked for the company and identify the lifestyle consumer brand. The results provided a better understanding on the subject, by building relations between the two themes, namely, the proposed brand experience adapts to the interests of your audience. One of the points that confirm this relationship is the connection between the main activities, interests and opinions of consumers with the brand experience of the proposed Gang. It is understood based on the results that the Gang can be considered a brand focused on the lifestyle of its consumers, since their policy of offering retail adapts to the lifestyle of its consumers. Finally, we present the academic and managerial contributions of the study, as well as its limitations and suggestions for future studies. |
publishDate |
2012 |
dc.date.available.fl_str_mv |
2012-05-25 |
dc.date.issued.fl_str_mv |
2012-03-28 |
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2015-04-14T14:52:23Z |
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info:eu-repo/semantics/publishedVersion |
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CALLEGARO, Ana Rita Catelan. A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang. 2012. 194 f. Disserta??o (Mestrado em Administra??o e neg?cios) - Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Porto Alegre, 2012. |
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http://tede2.pucrs.br/tede2/handle/tede/5641 |
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CALLEGARO, Ana Rita Catelan. A rela??o entre estilo de vida e experi?ncias de consumo: o estudo de caso da marca Gang. 2012. 194 f. Disserta??o (Mestrado em Administra??o e neg?cios) - Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Porto Alegre, 2012. |
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