Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values
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Data de Publicação: | 2012 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/11933 |
Resumo: | The purpose of this research is to identify personal values of aged consumers that participate in physical, educational, and dance activities, analyzing them by the hedonic and utilitarian motivational aspects. The Means-End Chain Theory of Gutman (1982) has been chosen for this thesis, which uses the technique of laddering in interviews and content analysis of three segments with ten aged consumers duly engaged in the activities above. Based on the Hierarchy Value Map (HVM), it was possible to observe that the values and benefits associated with the participation in each activity are both of individual and collective interests and both have hedonic and utilitarian natures. The final result revealed the existence of convergent and divergent values, demonstrating the heterogeneous profile of the elderly consumers. This established that culture, life experiences, and current realities enhance the manifestation of a personal value on them. It was also observed in this research that during the acquisition and use of services, the aged demonstrated that what they really want, as a purpose, was to gain new friendships and new moments of their lives. |
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Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal ValuesAtividades Física, Educativa e de Dança: Um Estudo dos Valores Pessoais dos Consumidores IdososPersonal behavior of the aged consume; Personal values; Physical activities; Educational activity and activity of dance.Comportamento do consumidor idoso. Valores pessoais. Atividade física, atividade educativa e atividade de dança.The purpose of this research is to identify personal values of aged consumers that participate in physical, educational, and dance activities, analyzing them by the hedonic and utilitarian motivational aspects. The Means-End Chain Theory of Gutman (1982) has been chosen for this thesis, which uses the technique of laddering in interviews and content analysis of three segments with ten aged consumers duly engaged in the activities above. Based on the Hierarchy Value Map (HVM), it was possible to observe that the values and benefits associated with the participation in each activity are both of individual and collective interests and both have hedonic and utilitarian natures. The final result revealed the existence of convergent and divergent values, demonstrating the heterogeneous profile of the elderly consumers. This established that culture, life experiences, and current realities enhance the manifestation of a personal value on them. It was also observed in this research that during the acquisition and use of services, the aged demonstrated that what they really want, as a purpose, was to gain new friendships and new moments of their lives.Este artigo apresenta como objetivo principal identificar os valores pessoais dos consumidores idosos dos servios de atividades fsica, educativa e de dana, sob o aspecto motivacional hednico e utilitrio. Adotou-se o modelo de cadeia meios-fim de Gutman (1982), o qual sugere que a pesquisa deve utilizar uma abordagem qualitativa atravs da entrevista em profundidade no levantamento dos dados e da anlise de contedo. Uma fase da metodologia quantitativa, decorrente da tabulao das conseqncias e valores em tabelas, visando construir os mapas hierrquicos, os quais se constituem em diagramas de freqncia. Por meio dos resultados indicados nos mapas hierrquicos de valor foi possvel observar que os valores e benefcios associados participao em cada atividade so tanto de interesse individual quanto coletivo, e tanto de natureza hednica quanto utilitria. Constatou-se atravs dos resultados, a identificao de valores convergentes e divergentes apontando o perfil heterogneo do consumidor idoso indicando que a cultura, as vivncias, as experincias e as realidades atuais corroboram para a manifestao de um valor pessoal caracterstico na sua vida. E nas situaes de compra e utilizao de servios, apresentam como meta a aquisio de novas amizades e a experimentao de momentos variados (com novidades) na vida diria. DOI: 10.5585/remark.v10i3.2251Universidade Nove de Julho - Uninove2012-02-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1193310.5585/remark.v10i3.2251ReMark - Revista Brasileira de Marketing; v. 10, n. 3 (2011): setembro - dezembro; 24-452177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11933/5557Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessKelly, Luciana Torres Souza2019-06-21T14:45:19Zoai:https://periodicos.uninove.br:article/11933Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:45:19REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values Atividades Física, Educativa e de Dança: Um Estudo dos Valores Pessoais dos Consumidores Idosos |
title |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values |
spellingShingle |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values Kelly, Luciana Torres Souza Personal behavior of the aged consume; Personal values; Physical activities; Educational activity and activity of dance. Comportamento do consumidor idoso. Valores pessoais. Atividade física, atividade educativa e atividade de dança. |
title_short |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values |
title_full |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values |
title_fullStr |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values |
title_full_unstemmed |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values |
title_sort |
Physical Activity, Educational and Dance: A Study of Elderly Consumers Personal Values |
author |
Kelly, Luciana Torres Souza |
author_facet |
Kelly, Luciana Torres Souza |
author_role |
author |
dc.contributor.author.fl_str_mv |
Kelly, Luciana Torres Souza |
dc.subject.por.fl_str_mv |
Personal behavior of the aged consume; Personal values; Physical activities; Educational activity and activity of dance. Comportamento do consumidor idoso. Valores pessoais. Atividade física, atividade educativa e atividade de dança. |
topic |
Personal behavior of the aged consume; Personal values; Physical activities; Educational activity and activity of dance. Comportamento do consumidor idoso. Valores pessoais. Atividade física, atividade educativa e atividade de dança. |
description |
The purpose of this research is to identify personal values of aged consumers that participate in physical, educational, and dance activities, analyzing them by the hedonic and utilitarian motivational aspects. The Means-End Chain Theory of Gutman (1982) has been chosen for this thesis, which uses the technique of laddering in interviews and content analysis of three segments with ten aged consumers duly engaged in the activities above. Based on the Hierarchy Value Map (HVM), it was possible to observe that the values and benefits associated with the participation in each activity are both of individual and collective interests and both have hedonic and utilitarian natures. The final result revealed the existence of convergent and divergent values, demonstrating the heterogeneous profile of the elderly consumers. This established that culture, life experiences, and current realities enhance the manifestation of a personal value on them. It was also observed in this research that during the acquisition and use of services, the aged demonstrated that what they really want, as a purpose, was to gain new friendships and new moments of their lives. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-02-14 |
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/11933 10.5585/remark.v10i3.2251 |
url |
https://periodicos.uninove.br/remark/article/view/11933 |
identifier_str_mv |
10.5585/remark.v10i3.2251 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/11933/5557 |
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. 10, n. 3 (2011): setembro - dezembro; 24-45 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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1799138641931403264 |