Tenha fé, é um bom negócio! O marketing nas fronteiras da religião: a fé como alavanca de negócios no varejo de produtos religiosos

• Autor(a) principal: Almeida Júnior, Renato Pinto de
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/2043
• topic: Marketing religioso; Mercado varejista; Religião e marketing; Produtos religiosos; Artigos religiosos -- Comercializacao; Consumo (Economia); Marketing; Religiosidade; Religious marketing; Retail trade; Religion and marketing; Religious products; CNPQ::CIENCIAS HUMANAS::TEOLOGIA

This work has in its aim to understand the consumers motivation, relationed to religiosity, this way justifying the existence of a specific market niche and the main operational gearing, in this market. In it, the bases for the conclusions are centred in a specially developed field research, relationing religion and the marketing applied to the products belonging to the Catholic religious practices, Protestants of several titles, Afro-Brazilian religions and the New Era movement. The main discovery is that religious faith is the determining factor of the retailing market of religious products, acting and interacting with other economic and social factors