Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12604 |
Resumo: | Stimulated by the increase of African descendants purchasing power in Brazil, the market has been preparing itself for this specific spectrum of consumers. In the capital of Bahia, according to current standards, 12% of the population have an income exceeding ten times the minimum wage, of which a mere 1.7% are African descendants. Contemporary international studies have proven skin color is a predominant factor concerning segmentation occurring in other countries. The principal objective of this study is to analyze the issue of ethnicity as segmentation criteria in the city of Salvador. In addition, the study also covers the specific behavior found in this group of consumers. We surveyed a sample of 400 consumers, whose consumer habits were analyzed and the findings were extrapolated for the population of Salvador. Our results indicate ethnicity is behind the behavioral differences within influential groups, demonstrating that black people prefer to socialize with people of their own race. Additional results have found that the reasons influencing the action of purchase vary by ethnic origin: African descendants are more attentive to price and sales, whilst Caucasians are more affected by trends. DOI: 10.5585/remark.v9i1.2155 |
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Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BARaça, Segmentação, Estudos Internacionais e o Contexto de uma Cidade de Afrodescendentes: Um Estudo em Salvador - BAAfrican Descendancy ; Segmentation ; Consumer Behaivor.Afrodescendência; segmentação; comportamento do consumidor.Stimulated by the increase of African descendants purchasing power in Brazil, the market has been preparing itself for this specific spectrum of consumers. In the capital of Bahia, according to current standards, 12% of the population have an income exceeding ten times the minimum wage, of which a mere 1.7% are African descendants. Contemporary international studies have proven skin color is a predominant factor concerning segmentation occurring in other countries. The principal objective of this study is to analyze the issue of ethnicity as segmentation criteria in the city of Salvador. In addition, the study also covers the specific behavior found in this group of consumers. We surveyed a sample of 400 consumers, whose consumer habits were analyzed and the findings were extrapolated for the population of Salvador. Our results indicate ethnicity is behind the behavioral differences within influential groups, demonstrating that black people prefer to socialize with people of their own race. Additional results have found that the reasons influencing the action of purchase vary by ethnic origin: African descendants are more attentive to price and sales, whilst Caucasians are more affected by trends. DOI: 10.5585/remark.v9i1.2155Estimulado pelo aumento do poder de compra da populao afrodescendente no Brasil, o mercado vem se preparando para esse grupo de consumidores. Em parmetros atuais, na capital baiana, 12% da populao possui renda acima de dez salrios mnimos. Os afrodescendentes representam apenas 1,7% desse universo; a cor da pele apontada em estudos contemporneos internacionais como elemento que exerce uma influncia predominante na segmentao em outros pases. O objetivo geral deste trabalho analisar a questo da etnia como critrio de segmentao do mercado soteropolitano e, de forma secundria, estudar a existncia de um comportamento de consumo especfico que pode ser encontrada nesse grupo de consumidores. Para tal, uma amostra probabilstica de 400 consumidores foi utilizada e, a partir dela, os hbitos de consumo dos consumidores de Salvador foram analisados. O estudo identificou que a etnia responsvel pela diferenciao de comportamento relativamente a relacionamento dentro dos grupos de influncia, demonstrando que negros preferem se relacionar com pessoas da mesma raa; e, nos motivos que influenciam o momento da compra, aponta que os afrodescendentes so mais sensveis a preo e liquidaes, enquanto, os brancos, a modismo e tendncias. DOI: 10.5585/remark.v9i1.2155Universidade Nove de Julho - Uninove2010-06-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1260410.5585/remark.v9i1.2155ReMark - Revista Brasileira de Marketing; v. 9, n. 1 (2010): janeiro - abril; 151-1762177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12604/6152Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessDos Santos, Isabela LacerdaLadeira, RodrigoMarques, Erica Ferreira2019-02-27T03:41:09Zoai:https://periodicos.uninove.br:article/12604Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-27T03:41:09REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA Raça, Segmentação, Estudos Internacionais e o Contexto de uma Cidade de Afrodescendentes: Um Estudo em Salvador - BA |
title |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA |
spellingShingle |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA Dos Santos, Isabela Lacerda African Descendancy ; Segmentation ; Consumer Behaivor. Afrodescendência; segmentação; comportamento do consumidor. |
title_short |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA |
title_full |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA |
title_fullStr |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA |
title_full_unstemmed |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA |
title_sort |
Race, Segmentation, Studies and International Context of a City of African Descent: A Study in Salvador – BA |
author |
Dos Santos, Isabela Lacerda |
author_facet |
Dos Santos, Isabela Lacerda Ladeira, Rodrigo Marques, Erica Ferreira |
author_role |
author |
author2 |
Ladeira, Rodrigo Marques, Erica Ferreira |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Dos Santos, Isabela Lacerda Ladeira, Rodrigo Marques, Erica Ferreira |
dc.subject.por.fl_str_mv |
African Descendancy ; Segmentation ; Consumer Behaivor. Afrodescendência; segmentação; comportamento do consumidor. |
topic |
African Descendancy ; Segmentation ; Consumer Behaivor. Afrodescendência; segmentação; comportamento do consumidor. |
description |
Stimulated by the increase of African descendants purchasing power in Brazil, the market has been preparing itself for this specific spectrum of consumers. In the capital of Bahia, according to current standards, 12% of the population have an income exceeding ten times the minimum wage, of which a mere 1.7% are African descendants. Contemporary international studies have proven skin color is a predominant factor concerning segmentation occurring in other countries. The principal objective of this study is to analyze the issue of ethnicity as segmentation criteria in the city of Salvador. In addition, the study also covers the specific behavior found in this group of consumers. We surveyed a sample of 400 consumers, whose consumer habits were analyzed and the findings were extrapolated for the population of Salvador. Our results indicate ethnicity is behind the behavioral differences within influential groups, demonstrating that black people prefer to socialize with people of their own race. Additional results have found that the reasons influencing the action of purchase vary by ethnic origin: African descendants are more attentive to price and sales, whilst Caucasians are more affected by trends. DOI: 10.5585/remark.v9i1.2155 |
publishDate |
2010 |
dc.date.none.fl_str_mv |
2010-06-15 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12604 10.5585/remark.v9i1.2155 |
url |
https://periodicos.uninove.br/remark/article/view/12604 |
identifier_str_mv |
10.5585/remark.v9i1.2155 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12604/6152 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 9, n. 1 (2010): janeiro - abril; 151-176 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138640341762048 |