As representações sociais do consumidor idoso acerca das normas que tutelam o consumo na terceira idade

• Ano de defesa: 2011
• Autor(a) principal: Rodrigues, Patrícia Mattos Amato
• Orientador(a): Silva, Neuza Maria da
• Banca de defesa: Teixeira, Karla Maria Damiano , Mello, Rita Márcia Andrade Vaz de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Viçosa
• Programa de Pós-Graduação: Mestrado em Economia Doméstica
• Departamento: Economia familiar; Estudo da família; Teoria econômica e Educação do consumidor
• País: BR
• Palavras-chave em Português: Consumo; Idoso; Consumidor idoso; Representações sociais
• Palavras-chave em Inglês: Consumption; Elderly; Consumer elderly; Social representations
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ECONOMIA DOMESTICA
• Link de acesso: http://locus.ufv.br/handle/123456789/3355

Living in a consumer society, where the supply of goods and services exceeds considerably the demand for the same natural and rational and before an indisputable and irreversible process of aging of the population consuming, realized the need to investigate the social representations of elderly consumers about the effectiveness of existing legal rules that purport to protect consumer relations securitized by people aged 60 years or more. It is a cross-sectional survey, exploratory and descriptive, with a predominance of qualitative data analysis, having as theoretical and methodological Social Representation Theory, developed by Moscovici. Despite the predominance of qualitative, quantitative analysis was used mainly to draw up a demographic profile of elderly consumers, indicating, in percentage terms, social class, educational level and age of the subjects, came to the following pattern: married women aged 69 years, elementary school, retired or pensioners with income up to 3 minimum wages that reside in their own houses and are partially responsible for the cost of household expenses. The sample was obtained from semi-structured interviews applied in May and June/2011, from the register of PROCON served by the municipal Ubá/MG, time to investigate the perception of the elderly consumers about the effectiveness of protective laws, it was deemed necessary to select seniors who presumably were aware of the existence of such laws and public instruments designed to implement them. Respondents were contacted by telephone and, depending on preference and availability of these, interviews were held at the headquarters of the PROCON own or at home. To analyze and interpret the data obtained was elected as the methodological procedure of content analysis, since it allows, systematically and objectively assess the real representations of the interviewees about the topic investigated. The results obtained indicate that there is no identity between respondents of different age groups, it was necessary, therefore, create subcategories of elderly. In fact, the legal criteria / chronological proved to be flawed, in that it only considers the objective factor to frame citizens in the age category of elderly. For this reason, it has been said that many respondents do not feel old and deserving of different treatment in law, despite recognizing the preferred use of queues, pension benefits, the use of free public transport, among others. It was found that both the Consumer Protection Code and the Statute of the Elderly are still ignored by a considerable portion of the population studied, and the absence or disability in access to information a major obstacle to be overcome in pursuit of the effectiveness of such standards and positivized guarantees them. These respondents, in PROCON have an organ of struggle in defense of their rights, their performance was positive, as it effectively helps in solving consumer problems. The speed and friendliness of service contributed decisively to this assessment, and in the perception of all respondents, an advantage the use of that body in the search for solutions to consumer problems experienced.