O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Marketing & Tourism Review |
Texto Completo: | https://revistas.face.ufmg.br/index.php/mtr/article/view/6624 |
Resumo: | At the beginning of 1970, Ford do Brasil S.A. brought to Brazil the USA sales’ champion, the Ford Maverick. The car quickly fell into popular taste, in this new segment of medium cars, having a legion of admirers still to actual days. The objective of our research, at the light of Means-End Chain Theory, is to compare Maverick users’ behaviors and values, from two different generations at different times: in the 70s when the car was launched, whose main consumers were the Baby Boomers generation and the sons of this generation, generation X. For this study, using laddering technique, 47 in-depth interviews, with, 20 belonging to the Baby Boomers Generation (individuals born between 1940 and 1960) and the other 27 individuals, born between 1970 and 1990 that belong to X Generation, in which their testimonies allowed the comparison between generations. The content analysis results and the laddering analysis, allowed the development of hierarchical maps for each generation values. These maps showed the following results: Baby Boomers Generation demonstrated as a fundamental value for the acquisition of Maverick in the 70s financial security importance and a powerful V8 engine that was the biggest motivational factor for the acquisition of this car. In the case of Generation X, the study indicated, as expected, the value of nostalgia and love for the oldies, as the biggest driver for more than 40 years later, still having this car, whether as a collector or hobby. The generations study presented, as in common, the nostalgia value. The study results indicated, as expected, the nostalgia and oldies love’s values as the biggest driver to still have this car, whether as a collector or hobby. The generations present, as in common, these values. The results suggest new research line and approaches for the studies of consumer behavior and generational marketing. |
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O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim NostalgiaGeraçõesLadderingSaudosismoMaverickAt the beginning of 1970, Ford do Brasil S.A. brought to Brazil the USA sales’ champion, the Ford Maverick. The car quickly fell into popular taste, in this new segment of medium cars, having a legion of admirers still to actual days. The objective of our research, at the light of Means-End Chain Theory, is to compare Maverick users’ behaviors and values, from two different generations at different times: in the 70s when the car was launched, whose main consumers were the Baby Boomers generation and the sons of this generation, generation X. For this study, using laddering technique, 47 in-depth interviews, with, 20 belonging to the Baby Boomers Generation (individuals born between 1940 and 1960) and the other 27 individuals, born between 1970 and 1990 that belong to X Generation, in which their testimonies allowed the comparison between generations. The content analysis results and the laddering analysis, allowed the development of hierarchical maps for each generation values. These maps showed the following results: Baby Boomers Generation demonstrated as a fundamental value for the acquisition of Maverick in the 70s financial security importance and a powerful V8 engine that was the biggest motivational factor for the acquisition of this car. In the case of Generation X, the study indicated, as expected, the value of nostalgia and love for the oldies, as the biggest driver for more than 40 years later, still having this car, whether as a collector or hobby. The generations study presented, as in common, the nostalgia value. The study results indicated, as expected, the nostalgia and oldies love’s values as the biggest driver to still have this car, whether as a collector or hobby. The generations present, as in common, these values. The results suggest new research line and approaches for the studies of consumer behavior and generational marketing.No início do ano de 1970, a Ford do Brasil S.A., trouxe um campeão de vendas dos USA, o Ford Maverick. O automovel caiu rapidamente no gosto popular, neste novo segmento de carros médios, passando a ter uma legião de admiradores. Esta pesquisa objetiva, a luz da teoria das cadeias meio-fim, comparar o comportamento e valores de usuários do Maverick de duas diferentes gerações em épocas diferentes: nos anos 70 quando o automóvel foi lançado, cujos principais consumidores eram da geração Baby Boomers e dos filhos de esta geração, a geração X. Para este estudo foi utilizado a técnica de laddering, com entrevistas em profundidade com 47 entrevistados, sendo 20 pertencentes a geração Baby Boomers (indivíduos nascidos entre 1940 e 1960) e os outros 27 entrevistados, nascidos entre 1970 e 1990 que fazem parte da geração X, em que seus depoimentos permitiram acomparação das gerações. Os resultados da análise de conteúdo e da análise utilizando o laddering permitiu o desenvolvimento de mapas hierárquicos dos valores respectivos de cada geração. Estes mapas deram como resultado: a geração Baby Boomers demostrou como valor fundamental para a aquisição do Maverick na época a questão da segurança financeira e motor potente V8 como maior fator motivacional para aquisição deste automóvel. No caso da geração X o estudo indicou como esperado, o valor nostalgia e saudosismo como maior impulsionador para ainda ter este automóvel, seja como colecionador ou hobby. As gerações apresentam como em comum, o valor de nostalgia e saudosismo. Os resultados sugerem novas abordagens para os estudos do comportamento de consumo e marketing geracional.Federal University of Minas Gerais2021-09-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/662410.29149/mtr.v6i2.6624Marketing & Tourism Review; v. 6 n. 2 (2021): ago-setMarketing & Tourism Review; Vol. 6 No. 2 (2021): ago-set2525-81762525-817610.29149/mtr.v6i2reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporenghttps://revistas.face.ufmg.br/index.php/mtr/article/view/6624/3516https://revistas.face.ufmg.br/index.php/mtr/article/view/6624/3517Copyright (c) 2021 Gabriel Levrini, Alexandre Silveirahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessLevrini, GabrielBorba da Silveira, Alexandre 2021-09-28T23:17:28Zoai:ojs.pkp.sfu.ca:article/6624Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2021-09-28T23:17:28Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.none.fl_str_mv |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim |
title |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim |
spellingShingle |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim Levrini, Gabriel Nostalgia Gerações Laddering Saudosismo Maverick |
title_short |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim |
title_full |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim |
title_fullStr |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim |
title_full_unstemmed |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim |
title_sort |
O Ronco do V8 Objeto de Desejo: Estudo de Caso do Automóvel Ford Maverick em Diferentes Gerações sob a Ótica das Cadeias Meio Fim |
author |
Levrini, Gabriel |
author_facet |
Levrini, Gabriel Borba da Silveira, Alexandre |
author_role |
author |
author2 |
Borba da Silveira, Alexandre |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Levrini, Gabriel Borba da Silveira, Alexandre |
dc.subject.por.fl_str_mv |
Nostalgia Gerações Laddering Saudosismo Maverick |
topic |
Nostalgia Gerações Laddering Saudosismo Maverick |
description |
At the beginning of 1970, Ford do Brasil S.A. brought to Brazil the USA sales’ champion, the Ford Maverick. The car quickly fell into popular taste, in this new segment of medium cars, having a legion of admirers still to actual days. The objective of our research, at the light of Means-End Chain Theory, is to compare Maverick users’ behaviors and values, from two different generations at different times: in the 70s when the car was launched, whose main consumers were the Baby Boomers generation and the sons of this generation, generation X. For this study, using laddering technique, 47 in-depth interviews, with, 20 belonging to the Baby Boomers Generation (individuals born between 1940 and 1960) and the other 27 individuals, born between 1970 and 1990 that belong to X Generation, in which their testimonies allowed the comparison between generations. The content analysis results and the laddering analysis, allowed the development of hierarchical maps for each generation values. These maps showed the following results: Baby Boomers Generation demonstrated as a fundamental value for the acquisition of Maverick in the 70s financial security importance and a powerful V8 engine that was the biggest motivational factor for the acquisition of this car. In the case of Generation X, the study indicated, as expected, the value of nostalgia and love for the oldies, as the biggest driver for more than 40 years later, still having this car, whether as a collector or hobby. The generations study presented, as in common, the nostalgia value. The study results indicated, as expected, the nostalgia and oldies love’s values as the biggest driver to still have this car, whether as a collector or hobby. The generations present, as in common, these values. The results suggest new research line and approaches for the studies of consumer behavior and generational marketing. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-28 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/6624 10.29149/mtr.v6i2.6624 |
url |
https://revistas.face.ufmg.br/index.php/mtr/article/view/6624 |
identifier_str_mv |
10.29149/mtr.v6i2.6624 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/6624/3516 https://revistas.face.ufmg.br/index.php/mtr/article/view/6624/3517 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Gabriel Levrini, Alexandre Silveira https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Gabriel Levrini, Alexandre Silveira https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Federal University of Minas Gerais |
publisher.none.fl_str_mv |
Federal University of Minas Gerais |
dc.source.none.fl_str_mv |
Marketing & Tourism Review; v. 6 n. 2 (2021): ago-set Marketing & Tourism Review; Vol. 6 No. 2 (2021): ago-set 2525-8176 2525-8176 10.29149/mtr.v6i2 reponame:Marketing & Tourism Review instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
instname_str |
Universidade Federal de Minas Gerais (UFMG) |
instacron_str |
UFMG |
institution |
UFMG |
reponame_str |
Marketing & Tourism Review |
collection |
Marketing & Tourism Review |
repository.name.fl_str_mv |
Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG) |
repository.mail.fl_str_mv |
mkt.tourism.review@gmail.com||mg.ufmg@gmail.com |
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1798321034087104512 |