Meu fusquinha turbinado : o veículo fusca como posse especial

• Autor(a) principal: Motta, Kaio Feroldi
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Estadual de Maringá (RI-UEM)
• Texto Completo: http://repositorio.uem.br:8080/jspui/handle/1/3301
• topic: Marketing; Administração mercadológica; Consumidor; Comportamento; Consumo simbólico; Brasil.; Special possession; Beetle; Meaning; Brazil.; Ciências Sociais Aplicadas; Administração

This study aims to provide a greater understanding about the construction of the special possession significance, using as an object of study the Beetle vehicle, the Volkswagen brand. The central research question can be defined as: how the construction occurs of the special possession significance of the Beetle vehicle? The importance of this study is justified from academic point of view, given that the roles played by individuals are accompanied by material goods, exist many the reasons why a well to become part of the human being (ALTAF et al, 2010) and also from an point of view of the professional market, (formed by sellers and consumers of used vehicles, automotive parts manufacturers in general etc.), since the Beetle is one of the most used cars sold in Brasil (TOP 20..., 2014). To develop this study adopted a qualitative methodology, to explore more easily sentiments, feelings, intentions, behaviors and expectations about products and services (ZILLES, 2006), working with meanings, reasons, aspirations, beliefs, values and attitudes (MINAYO, 2001). The data collection included the realization of semi-structured interviews and the technique known as Photo Elicitation Technique (PET) " or visual elicitation " it takes the subject to remember forgotten things before or that would not normally discussed in an interview (HARPER, 2002; MASON, 2002). The results showed that the relationship between the Beetle and its owner is historical, constructed over time and having the vehicle a meaning beyond its usefulness and monetary value. It was also verified that the Beetle is a communicator, expressing the self from its holder and allowing him to interact with others in mediating social relationships. In addition, it was concluded that the Beetle is a special possession for bringing up memories and emotions the life of the owner of the Volkswagen Beetle, be personified (considered to be alive), not disposable (thrown away) and it is deposited personal meanings and even the own gender of its owner. Finally, the work contributed to the theory by reiterating points already found in other studies of special possessions area and to note that, unlike other subjects of study, in some cases the Beetle had a special meaning even before its acquisition.