Em busca de um modelo brasileiro de ciclo de vida familiar para segmentação de mercado

• Ano de defesa: 2006
• Autor(a) principal: Saraiva Junior, Francisco Ilson
• Orientador(a): Taschner, Gisela
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Link de acesso: http://hdl.handle.net/10438/2308
• topic: Administração de empresas; Família - Aspectos econômicos; Comportamento do consumidor; Segmentação de mercado; Recreação doméstica; Lazer

The present study has explored the family life cycle as an important segmentation criteria, as it establishes consumption patterns over the life span. In spite of all discussion about the crisis in family as a institution due to the widespread changes which contemporary society has been undergoing such as the increase of single-person households, single-parent families headed by the mother, the older age for marrying for the first time, the growing number of unmarried couples cohabiting, the rise in the number of women in the job market and the growth in purchasing power of households, family has become a flexible concept term, which reflects the transitions from the rigid structure of the nuclear family to an addition of family forms and lifestyles. So the challenge is to look closer at the needs of diverse family structures and arrangements to better understand their needs and desires through various life events. This work reviews the family life cycle models which have been most referred to in the literature in order to discuss the need of a model adapted to the particular characteristics of the brazilian environment. In order to check the utility of a model tailored for Brazil, a test was carried out by considering the micro data of an empirical research made by the Brazilian Institute for Geography and Statistics in 2002 and 2003. This dissertation contributes to the fact that Brazil is endeavoring to find its own way to market its goods and services, with especial attention being given to market segmentation, instead of passively using foreign models.