A perceção dos futuros clientes sobre centro de dia privado : estudo na zona urbana de Lisboa

• Autor(a) principal: Letra, Mariana Rodrigues Araújo
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/15132
• topic: Gerontologia; Pessoas idosas; Centros de dia

The beginning of the 21st Century was marked by a significant increase in life expectancy in developed countries. Lifespan boost brought new challenges to the community and health care, triggering the creation of Adult Care Services (ADS). Among them, Adult Day Care Centers (ADCC), emerged as a long-term care community service aiming to improve the life quality of the older people. The overall aim of this study was to analyze the perceptions held by people aged 55+ and living in the urban area towards profitable private ADCCs. For this purpose, three focus groups were conducted with clients of senior universities (n=21) living in Lisbon (city center). The main results pointed out to the existence of significant gaps on the available public information on ADS which may affect the willingness of potential consumers to search for these services. Participant´s perceptions of ADCC tended to be unfavourable and embedded in negative stereotypes. The review identified an overall misinformation and misconceptions about ADCC and ADS services. Participants were receptive to ADCCs with a medical approach and associated high monthly fees to private ADCC and NH services. Moreover, the respondents linked “quality services” to private or public institutions located outside the urban area. Further research is needed to examine in detail the perceptions held by target of ADCCs. Recommendations for social marketers, ADCC managers, investors and other decision makers are outlined. Generally, they need to improve their understanding on the needs and perceptions about products and services for the elderly, so that programs and health care services for older people will be properly tailored.