Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade?
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/537 |
Resumo: | This study's main objective was to understand how the constructs of masculinity and vanity impact male cosmetics consumption in Brazilian men from different social classes. There was still the intention to detect if the levels of vanity and masculinity are negatively correlated and if other variables such as age and marital status had any moderation effect on these constructs. These variables were defined based on bibliometric techniques applied to published studies in this field of knowledge, which allowed to identify which gaps haven´t been investigated yet. To test the raised hypotheses and answer the previous questions, responses of 476 men from a quantitative self-administered survey available in several online and physical channels were analyzed. The results indicated that, more than independent from each other, the levels of vanity and masculinity positively influence cosmetics consumption, and being part of the CDE classes also results in higher consumption. However, an investigation of the possible moderators revealed collinearity between age and marital status, and it was necessary to remove the age from the regression. Considering this, only the marital status variable got into the final model, to estimate the cosmetics consumption according to the variables of vanity, masculinity, social class and marital status. The academic contribution came especially by the systematization of the data performed in the execution of the bibliometric techniques and the subsequent deepening in the gaps found on the subject. In this study, a connection between cosmetics consumption and some constructs of personal values, in different social classes. Regarding the pragmatic contributions, the corollary of the results summed to the conclusions of previous searches allowed some marketing strategies suggestion to the companies, to boost this niche’s results that already shows a great perspective in the cosmetics market, revealing sales of almost R$ 20 billion in Brazil (EUROMONITOR, 2017). |
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Almeida, Luciana Florêncio deRocha, Thelma ValeriaStrehlau, Vivian IaraLopes, Evandro LuizSilva, Dirceu da41712723863http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8318552Z0&tokenCaptchar=03AGdBq27_AyZAyyPE1wIwsNiHvr2thwMgjItqx-QIDzmKj0fQFuQredZ5KWUyzghrqckG3pISB9Y0l2YIcOUBU_W4E4Zg0yjnt7qPlBQ9zt3z6OH5YbALgiULLZXn8WDP8uIWLrEYSVhv3OYiLXrLXEyaJpuxGVP4ANbcPAnQLMasRh1tSO89lDwAGvSR6JMNGS3RByhTHvCOjLyGei4nMYUJJwXv-7qsdLN00uURkq8b4j3uhnTz-dYsgpftM0zZqfcy5Es6Mo1gecjcqPQVT49OC-WlwTFXQhKixZbqlhJ03mrcU1wVdfPFzdwFmdiBHkqmC-s-QUULHD06VG-BUk0qg3F6IEWSmuUc1Ctr889JlgY3rk3uXINyll60Z8vDdNADExuebaAOihOzVF7br0FIgbFbn5zO5k5PSVogZOheerZBL0C_lYMYudTXZCeUKSPAbyEs1vofgIujl5wiCKGeaXVXlN2zEASayon, Marina2021-02-10T15:34:14Z2017-12-13Sayon, Marina. Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade?. 2017. [110 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/537This study's main objective was to understand how the constructs of masculinity and vanity impact male cosmetics consumption in Brazilian men from different social classes. There was still the intention to detect if the levels of vanity and masculinity are negatively correlated and if other variables such as age and marital status had any moderation effect on these constructs. These variables were defined based on bibliometric techniques applied to published studies in this field of knowledge, which allowed to identify which gaps haven´t been investigated yet. To test the raised hypotheses and answer the previous questions, responses of 476 men from a quantitative self-administered survey available in several online and physical channels were analyzed. The results indicated that, more than independent from each other, the levels of vanity and masculinity positively influence cosmetics consumption, and being part of the CDE classes also results in higher consumption. However, an investigation of the possible moderators revealed collinearity between age and marital status, and it was necessary to remove the age from the regression. Considering this, only the marital status variable got into the final model, to estimate the cosmetics consumption according to the variables of vanity, masculinity, social class and marital status. The academic contribution came especially by the systematization of the data performed in the execution of the bibliometric techniques and the subsequent deepening in the gaps found on the subject. In this study, a connection between cosmetics consumption and some constructs of personal values, in different social classes. Regarding the pragmatic contributions, the corollary of the results summed to the conclusions of previous searches allowed some marketing strategies suggestion to the companies, to boost this niche’s results that already shows a great perspective in the cosmetics market, revealing sales of almost R$ 20 billion in Brazil (EUROMONITOR, 2017).O principal objetivo deste estudo foi entender como os constructos de masculinidade e vaidade impactam o consumo de cosméticos masculinos em homens brasileiros de diferentes classes. Adicionalmente, buscou-se identificar se os níveis de vaidade e masculinidade são negativamente correlacionados e se outras variáveis como idade e estado civil possuíam efeito moderador sobre esses constructos. Essas variáveis foram definidas a partir de técnicas bibliométricas aplicadas a estudos publicados nesse campo de conhecimento, que permitiram identificar lacunas empíricas que poderiam ser investigadas. Para testar as hipóteses levantadas e responder os questionamentos supracitados, foram analisadas as respostas de 476 homens em um survey auto administrado de abordagem quantitativa, disponibilizado em diversos canais online e físicos. Os resultados indicaram que, além de serem independentes, os níveis de vaidade e masculinidade influenciam positivamente o consumo de cosméticos, e o pertencimento às classes CDE também resulta em um consumo maior. Entretanto, quanto à investigação das variáveis moderadoras, descobriu-se colinearidade entre idade e estado civil, sendo necessária a remoção da idade do modelo. Com isso, apenas o estado civil entrou no modelo final, chegando à explicação do consumo de cosméticos em função das variáveis de vaidade, masculinidade, classe social e estado civil. As contribuições acadêmicas se deram especialmente pela sistematização dos dados realizada na execução das técnicas bibliométricas e o subsequente aprofundamento nas lacunas encontradas sobre o tema. Nesse caso, sobre a relação do consumo de cosméticos com alguns constructos de valores pessoais, nas diferentes classes. Já quanto as contribuições pragmáticas, o corolário dos resultados encontrados somado às conclusões de pesquisas anteriores permitiu a sugestão de algumas estratégias de marketing às empresas para potencializar os resultados desse nicho que se apresenta de forma promissora no mercado de cosméticos, revelando uma venda de quase R$20 bilhões no Brasil (EUROMONITOR, 2017).Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2021-02-10T15:32:07Z No. of bitstreams: 1 Marina Sayon.pdf: 1817408 bytes, checksum: 79a86a8b2fe1128e75c8cba5c075de64 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2021-02-10T15:33:54Z (GMT) No. of bitstreams: 1 Marina Sayon.pdf: 1817408 bytes, checksum: 79a86a8b2fe1128e75c8cba5c075de64 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2021-02-10T15:34:04Z (GMT) No. of bitstreams: 1 Marina Sayon.pdf: 1817408 bytes, checksum: 79a86a8b2fe1128e75c8cba5c075de64 (MD5)Made available in DSpace on 2021-02-10T15:34:14Z (GMT). No. of bitstreams: 1 Marina Sayon.pdf: 1817408 bytes, checksum: 79a86a8b2fe1128e75c8cba5c075de64 (MD5) Previous issue date: 2017-12-13application/pdfhttp://tede2.espm.br/retrieve/1818/Marina%20Sayon.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensucosméticos masculinos; vaidade; masculinidade; classe social; homens; comportamento do consumidormale cosmetics; vain; masculinity; social class; men; consumer behaviorCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOConsumo de cosméticos masculinos : uma questão de vaidade e masculinidade?Consumption of male cosmetics: a matter of vanity and masculinity?info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILMarina Sayon.pdf.jpgMarina Sayon.pdf.jpgimage/jpeg4308http://tede2.espm.br:8080/tede/bitstream/tede/537/4/Marina+Sayon.pdf.jpge09b235db3be41f4bda94283dbb699e2MD54TEXTMarina Sayon.pdf.txtMarina Sayon.pdf.txttext/plain221979http://tede2.espm.br:8080/tede/bitstream/tede/537/3/Marina+Sayon.pdf.txt83036099299c82148a96289bc65fc577MD53ORIGINALMarina Sayon.pdfMarina Sayon.pdfapplication/pdf1817408http://tede2.espm.br:8080/tede/bitstream/tede/537/2/Marina+Sayon.pdf79a86a8b2fe1128e75c8cba5c075de64MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/537/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/5372021-02-11 08:20:26.508oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2021-02-11T10:20:26Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? |
dc.title.alternative.eng.fl_str_mv |
Consumption of male cosmetics: a matter of vanity and masculinity? |
title |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? |
spellingShingle |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? Sayon, Marina cosméticos masculinos; vaidade; masculinidade; classe social; homens; comportamento do consumidor male cosmetics; vain; masculinity; social class; men; consumer behavior CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? |
title_full |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? |
title_fullStr |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? |
title_full_unstemmed |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? |
title_sort |
Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade? |
author |
Sayon, Marina |
author_facet |
Sayon, Marina |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Almeida, Luciana Florêncio de |
dc.contributor.referee1.fl_str_mv |
Rocha, Thelma Valeria |
dc.contributor.referee2.fl_str_mv |
Strehlau, Vivian Iara |
dc.contributor.referee3.fl_str_mv |
Lopes, Evandro Luiz |
dc.contributor.referee4.fl_str_mv |
Silva, Dirceu da |
dc.contributor.authorID.fl_str_mv |
41712723863 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8318552Z0&tokenCaptchar=03AGdBq27_AyZAyyPE1wIwsNiHvr2thwMgjItqx-QIDzmKj0fQFuQredZ5KWUyzghrqckG3pISB9Y0l2YIcOUBU_W4E4Zg0yjnt7qPlBQ9zt3z6OH5YbALgiULLZXn8WDP8uIWLrEYSVhv3OYiLXrLXEyaJpuxGVP4ANbcPAnQLMasRh1tSO89lDwAGvSR6JMNGS3RByhTHvCOjLyGei4nMYUJJwXv-7qsdLN00uURkq8b4j3uhnTz-dYsgpftM0zZqfcy5Es6Mo1gecjcqPQVT49OC-WlwTFXQhKixZbqlhJ03mrcU1wVdfPFzdwFmdiBHkqmC-s-QUULHD06VG-BUk0qg3F6IEWSmuUc1Ctr889JlgY3rk3uXINyll60Z8vDdNADExuebaAOihOzVF7br0FIgbFbn5zO5k5PSVogZOheerZBL0C_lYMYudTXZCeUKSPAbyEs1vofgIujl5wiCKGeaXVXlN2zEA |
dc.contributor.author.fl_str_mv |
Sayon, Marina |
contributor_str_mv |
Almeida, Luciana Florêncio de Rocha, Thelma Valeria Strehlau, Vivian Iara Lopes, Evandro Luiz Silva, Dirceu da |
dc.subject.por.fl_str_mv |
cosméticos masculinos; vaidade; masculinidade; classe social; homens; comportamento do consumidor |
topic |
cosméticos masculinos; vaidade; masculinidade; classe social; homens; comportamento do consumidor male cosmetics; vain; masculinity; social class; men; consumer behavior CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
male cosmetics; vain; masculinity; social class; men; consumer behavior |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This study's main objective was to understand how the constructs of masculinity and vanity impact male cosmetics consumption in Brazilian men from different social classes. There was still the intention to detect if the levels of vanity and masculinity are negatively correlated and if other variables such as age and marital status had any moderation effect on these constructs. These variables were defined based on bibliometric techniques applied to published studies in this field of knowledge, which allowed to identify which gaps haven´t been investigated yet. To test the raised hypotheses and answer the previous questions, responses of 476 men from a quantitative self-administered survey available in several online and physical channels were analyzed. The results indicated that, more than independent from each other, the levels of vanity and masculinity positively influence cosmetics consumption, and being part of the CDE classes also results in higher consumption. However, an investigation of the possible moderators revealed collinearity between age and marital status, and it was necessary to remove the age from the regression. Considering this, only the marital status variable got into the final model, to estimate the cosmetics consumption according to the variables of vanity, masculinity, social class and marital status. The academic contribution came especially by the systematization of the data performed in the execution of the bibliometric techniques and the subsequent deepening in the gaps found on the subject. In this study, a connection between cosmetics consumption and some constructs of personal values, in different social classes. Regarding the pragmatic contributions, the corollary of the results summed to the conclusions of previous searches allowed some marketing strategies suggestion to the companies, to boost this niche’s results that already shows a great perspective in the cosmetics market, revealing sales of almost R$ 20 billion in Brazil (EUROMONITOR, 2017). |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017-12-13 |
dc.date.accessioned.fl_str_mv |
2021-02-10T15:34:14Z |
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 |
Sayon, Marina. Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade?. 2017. [110 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/537 |
identifier_str_mv |
Sayon, Marina. Consumo de cosméticos masculinos : uma questão de vaidade e masculinidade?. 2017. [110 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/537 |
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dc.relation.cnpq.fl_str_mv |
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openAccess |
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Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado Profissional em Comportamento do Consumidor |
dc.publisher.initials.fl_str_mv |
ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
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