Produção simbólica e reprodução cultural do conceito de inovação no mercado da baixa renda

• Autor(a) principal: Nogami, Vitor Koki da Costa
• Data de Publicação: 2012
• 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/1/3332
• topic: Produção simbólica; Reprodução cultural; Inovação; Baixa renda; Eletrodomésticos; Consumidores; Brasil.; Symbolic production; Cultural reproduction; Innovation; Low-income; Home Appliances; Brazil.; Ciências Sociais Aplicadas; Administração

The aim proposed is to investigate how the concept of innovation in home appliances is produced symbolically and reproduced culturally in low-income market. Then, the theoretical background that support this research concern the symbolic production and cultural reproduction; innovation; and bottom of the pyramid market. The symbolic production are means of joint decision that express meanings in interpersonal and inter-organizational relations (SAHLINS, 2003). Thus, the symbolic production is a form of expression and confirmation of an individual who understands itself within a culturally constituted (McCRACKEN, 2003). Cultural reproduction is the continuous process of construction, deconstruction and reconstruction of culture, influenced by a set of symbols, beliefs, and values that affect the existence and social behavior (JENKS, 2003; DOUGLAS; ISHERWOOD, 2006). Within the field of innovation is possible to find several lines of research, for this dissertation was used the perspective of social constructionism social (ROGERS, 2003; MOREIRA; QUEIROZ, 2007), which does not consider that something to be innovative and be a change agent, need a technological innovation. The last theoretical support addresses the issue of bottom of the pyramid. According to Prahalad (2005) this market segment that has high potential for consumption and is insufficiently explored by companies. The empirical research was based on the home appliances sector, specifically manufacturers, retailers and low-income consumers. The research was constructed through different procedures, characterizing by a mix method. Initially, information was collected from professors in the fields of Marketing and Innovation by the Delphi method. In a second phase, interviews were conducted with manufacturers and retailers. Subsequently, two focus groups were conducted with low-income consumers. Finally, we applied a survey with low-income consumers in Maringá city. As data analysis of the qualitative steps was used content analysis with the software NVIVO10. For the quantitative stage were performed pearson correlations and factor analysis with software IBM-SPSS20. As regards the innovation, the main conclusion based on the construction of the incremental innovation concept, which is characterized by changes in attributes of the products as a downsizing process. As a consequence, these incremental innovations provide improvement in quality of life of consumers (ROGERS, 2003). Also as a result it was possible to analyze how the symbolic production and cultural reproduction among market players surveyed occurs. Between manufacturers and retailers, the main devices of this process are the promoters agents and the B2B trade fairs, among retailers and consumers were able to identify the approach interpersonal relationship between sellers and consumers as well as promotional marketing, and finally between manufacturers and consumers, intermediary is required for this relationship, which are retailers and technical assistance. Furthermore, it was possible to identify the representations among consumers as the sense of collectivity and status. Finally, it is still possible to conclude that low-income consumers consume incremental innovations as produced and reproduced by manufacturers and retailers, taking a position to buyer later adoption, expect other people to buy products to feel more secure in their purchases.