Comportamento de compra de jovens de baixa renda no varejo de vestuário

Detalhes bibliográficos
Autor(a) principal: Limeira, Tânia Maria Vidigal
Data de Publicação: 2009
Tipo de documento: Relatório
Idioma: por
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: http://hdl.handle.net/10438/13403
Resumo: The objective of this research was to investigate the purchase behavior of low income young women related to fashion clothing in three peripheric areas of the city of São Paulo. The methodology was based on deep interviews with 30 young women aged 18-24, with 3-7 minimum wages of family income, as well as a buying simulation to observe their in-store purchase behavior. The analysis was based on the symbolic interactionist perspective, which is focused on the meanings attached to consumer choices and actions. The results indicated that there is a rich set of symbolic meanings related to fashion brands and purchase of clothing. They also show that, besides brand preference, the young women choose the clothing retail stores based on localization, product assortment, price and selling practices.
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spelling Limeira, Tânia Maria VidigalEscolas::EAESP2015-02-24T13:33:34Z2015-02-24T13:33:34Z2009http://hdl.handle.net/10438/13403The objective of this research was to investigate the purchase behavior of low income young women related to fashion clothing in three peripheric areas of the city of São Paulo. The methodology was based on deep interviews with 30 young women aged 18-24, with 3-7 minimum wages of family income, as well as a buying simulation to observe their in-store purchase behavior. The analysis was based on the symbolic interactionist perspective, which is focused on the meanings attached to consumer choices and actions. The results indicated that there is a rich set of symbolic meanings related to fashion brands and purchase of clothing. They also show that, besides brand preference, the young women choose the clothing retail stores based on localization, product assortment, price and selling practices.Esta pesquisa objetivou compreender o comportamento de compra de vestuário de jovens de baixa renda, residentes em três bairros periféricos da cidade de São Paulo. A metodologia utilizada baseou-se em entrevistas em profundidade e amostra de 30 jovens mulheres, de 18 a 24 anos, com renda familiar mensal entre 3 e 7 salários mínimos. Além disso, realizou-se uma simulação de compra, com a pesquisadora acompanhando a visita a uma loja escolhida pelas jovens e verificando seu comportamento de compra. A perspectiva de análise foi a do interacionismo simbólico, que busca identificar os significados simbólicos, subjacentes às escolhas das marcas e dos produtos de consumo. Os resultados da pesquisa indicam uma riqueza de significados simbólicos associados às marcas de vestuário, que envolvem as decisões e escolhas de consumo das jovens. Também mostrou que além das marcas preferidas, as jovens escolhem as lojas pela localização, sortimento de produtos, preço e atendimento.porRelatório de pesquisa FGV/EAESP/NPP;n.30VarejoEstratégiasSortimento de produtosAdministração de empresasVestuário - Aspectos sociaisConsumidores de baixa renda - São Paulo (SP)Comportamento de compra de jovens de baixa renda no varejo de vestuárioinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/reportreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALTania Limeira - RELATORIO_PESQUISA_VAREJO_JOVENS.pdfTania Limeira - RELATORIO_PESQUISA_VAREJO_JOVENS.pdfapplication/pdf963627https://repositorio.fgv.br/bitstreams/a06a22ba-d97c-41ba-953a-1d67d3df0d17/download841b704afeb12cfb87f8d22127705da2MD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv Comportamento de compra de jovens de baixa renda no varejo de vestuário
title Comportamento de compra de jovens de baixa renda no varejo de vestuário
spellingShingle Comportamento de compra de jovens de baixa renda no varejo de vestuário
Limeira, Tânia Maria Vidigal
Varejo
Estratégias
Sortimento de produtos
Administração de empresas
Vestuário - Aspectos sociais
Consumidores de baixa renda - São Paulo (SP)
title_short Comportamento de compra de jovens de baixa renda no varejo de vestuário
title_full Comportamento de compra de jovens de baixa renda no varejo de vestuário
title_fullStr Comportamento de compra de jovens de baixa renda no varejo de vestuário
title_full_unstemmed Comportamento de compra de jovens de baixa renda no varejo de vestuário
title_sort Comportamento de compra de jovens de baixa renda no varejo de vestuário
author Limeira, Tânia Maria Vidigal
author_facet Limeira, Tânia Maria Vidigal
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.author.fl_str_mv Limeira, Tânia Maria Vidigal
dc.subject.por.fl_str_mv Varejo
Estratégias
Sortimento de produtos
topic Varejo
Estratégias
Sortimento de produtos
Administração de empresas
Vestuário - Aspectos sociais
Consumidores de baixa renda - São Paulo (SP)
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Vestuário - Aspectos sociais
Consumidores de baixa renda - São Paulo (SP)
description The objective of this research was to investigate the purchase behavior of low income young women related to fashion clothing in three peripheric areas of the city of São Paulo. The methodology was based on deep interviews with 30 young women aged 18-24, with 3-7 minimum wages of family income, as well as a buying simulation to observe their in-store purchase behavior. The analysis was based on the symbolic interactionist perspective, which is focused on the meanings attached to consumer choices and actions. The results indicated that there is a rich set of symbolic meanings related to fashion brands and purchase of clothing. They also show that, besides brand preference, the young women choose the clothing retail stores based on localization, product assortment, price and selling practices.
publishDate 2009
dc.date.issued.fl_str_mv 2009
dc.date.accessioned.fl_str_mv 2015-02-24T13:33:34Z
dc.date.available.fl_str_mv 2015-02-24T13:33:34Z
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dc.type.driver.fl_str_mv info:eu-repo/semantics/report
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url http://hdl.handle.net/10438/13403
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dc.relation.ispartofseries.por.fl_str_mv Relatório de pesquisa FGV/EAESP/NPP;n.30
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