MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET

Detalhes bibliográficos
Autor(a) principal: de Oliveira Almeida Gouveia, Tânia Maria
Data de Publicação: 2013
Outros Autores: Dalto, Edson José
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/39185
Resumo: This research focuses on the male consumer’s behavior concerning the acquisition of daily products for their families in the supermarkets. The purpose of this paper is to identify the role played by men in domestic shopping, traditionally associated to the female universe. In this context, we point out the transformation of the male and female’s roles that took place in the last decades, consolidated women in the work market reducing the distance between men and chores and bring transformations in the family structure. In order to having a deeper understanding of this matter and raising reflexion about what it represent in the marketing environment, we carried on a bibliographical survey, followed by an exploratory research in three phases: nom participative direct observation; qualitative survey, involving in-depth interviews; and quantitative survey involving personal interviews. The research was carried out with married men or men who have moved in with their partners, from social classes A, B and C (Brazilian Criterion), living in metropolitan region of Rio de Janeiro. The analysis of the results shows us that going to the supermarket is an usual job for men. Despite the identification of different profiles of male consumers in this kind of commerce, we can see today supermarket it’s not an exclusive female territory.
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spelling MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKETLOS HOMBRES Y SUS CARRITOS... DE COMPRAS. UN ESTUDIO SOBRE EL COMPORTAMIENTO DEL CONSUMIDOR MASCULINO EN EL SUPERMERCADOOS HOMENS E SEUS CARRINHOS... DE COMPRAS. UM ESTUDO SOBRE O COMPORTAMENTO DO CONSUMIDOR MASCULINO NO SUPERMERCADOPapéis sociais masculinoscomportamento do consumidorconsumidor masculinovarejosupermercadomale social rolesconsumer’s behaviormale consumerretailsupermarketPapeles sociales masculinoscomportamiento del consumidorconsumidor masculinoventa al por menorsupermercadoThis research focuses on the male consumer’s behavior concerning the acquisition of daily products for their families in the supermarkets. The purpose of this paper is to identify the role played by men in domestic shopping, traditionally associated to the female universe. In this context, we point out the transformation of the male and female’s roles that took place in the last decades, consolidated women in the work market reducing the distance between men and chores and bring transformations in the family structure. In order to having a deeper understanding of this matter and raising reflexion about what it represent in the marketing environment, we carried on a bibliographical survey, followed by an exploratory research in three phases: nom participative direct observation; qualitative survey, involving in-depth interviews; and quantitative survey involving personal interviews. The research was carried out with married men or men who have moved in with their partners, from social classes A, B and C (Brazilian Criterion), living in metropolitan region of Rio de Janeiro. The analysis of the results shows us that going to the supermarket is an usual job for men. Despite the identification of different profiles of male consumers in this kind of commerce, we can see today supermarket it’s not an exclusive female territory.Este estudio aborda el comportamiento del consumidor masculino en relación con las compras de productos para el día a día de la familia en supermercados. El objetivo del trabajo es identificar la función que el hombre ejerce en estas compras domésticas, que están asociadas tradicionalmente al universo femenino. Como contexto, se evidencia la transformación de los papeles masculinos y femeninos ocurrida en las últimas décadas, que consolidó la mujer en el mercado laboral, redujo la distancia entre los hombres y los quehaceres domésticos y generó cambios en la estructura familiar. Para entender este tema de modo profundizado y generar reflexión sobre lo que él representa en el ambiente de marketing, fue realizada una recogida bibliográfica, seguida por una investigación exploratoria en tres etapas: observación directa, no participante; investigación cualitativa, con entrevistas en profundidad e investigación cuantitativa, con entrevistas personales. El estudio fue desarrollado con hombres casados o que moran con una compañera, de clases sociales A, B y C (Criterio Brasil), residentes en la región metropolitana de Río de Janeiro. El análisis de los resultados de la investigación indica que ir al supermercado es una tarea presente entre los hombres. Aunque seamos identificados diferentes perfiles de consumidores masculinos en este tipo de venta al por menor, se percibe que, hoy, el supermercado no es un territorio exclusivamente femeninoEste estudo aborda o comportamento do consumidor masculino em relação às compras de produtos para o dia-a-dia da família em supermercados. O objetivo do trabalho é identificar a função que o homem exerce nestas compras domésticas, que estão associadas tradicionalmente ao universo feminino. Como contexto, evidencia-se a transformação dos papéis masculinos e femininos ocorrida nas últimas décadas, que consolidou a mulher no mercado de trabalho, reduziu a distância entre os homens e os afazeres domésticos e gerou mudanças na estrutura familiar. Para entender este tema de modo aprofundado e gerar reflexão sobre o que ele representa no ambiente de marketing, foi realizado um levantamento bibliográfico, seguido por uma pesquisa exploratória em três etapas: observação direta, não participante; pesquisa qualitativa, com entrevistas em profundidade; e pesquisa quantitativa, com entrevistas pessoais. O estudo foi desenvolvido com homens casados ou que moram com uma parceira, de classes sociais A, B e C (Critério Brasil), residentes na região metropolitana do Rio de Janeiro. A análise dos resultados da pesquisa indica que ir ao supermercado é uma tarefa presente entre os homens. Embora sejam identificados diferentes perfis de consumidores masculinos neste tipo de varejo, percebe-se que, hoje, o supermercado não é um território exclusivamente feminino.Universidade Federal do Rio Grande do Sul2013-04-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articlearticulo científicoAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/39185Electronic Review of Administration; Vol. 15 No. 1 (2009): Edição 62 - jan/abr 2009; 168-198Revista Electrónica de Administración; Vol. 15 Núm. 1 (2009): Edição 62 - jan/abr 2009; 168-198Revista Eletrônica de Administração; v. 15 n. 1 (2009): Edição 62 - jan/abr 2009; 168-1981413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/39185/25047de Oliveira Almeida Gouveia, Tânia MariaDalto, Edson Joséinfo:eu-repo/semantics/openAccess2014-02-12T16:59:32Zoai:seer.ufrgs.br:article/39185Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2014-02-12T16:59:32REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
LOS HOMBRES Y SUS CARRITOS... DE COMPRAS. UN ESTUDIO SOBRE EL COMPORTAMIENTO DEL CONSUMIDOR MASCULINO EN EL SUPERMERCADO
OS HOMENS E SEUS CARRINHOS... DE COMPRAS. UM ESTUDO SOBRE O COMPORTAMENTO DO CONSUMIDOR MASCULINO NO SUPERMERCADO
title MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
spellingShingle MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
de Oliveira Almeida Gouveia, Tânia Maria
Papéis sociais masculinos
comportamento do consumidor
consumidor masculino
varejo
supermercado
male social roles
consumer’s behavior
male consumer
retail
supermarket
Papeles sociales masculinos
comportamiento del consumidor
consumidor masculino
venta al por menor
supermercado
title_short MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
title_full MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
title_fullStr MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
title_full_unstemmed MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
title_sort MEN AND THEIR SHOPPING TROLLEYS... A RESEARCH ON THE MALE CONSUMER’S BEHAVIOR IN THE SUPERMARKET
author de Oliveira Almeida Gouveia, Tânia Maria
author_facet de Oliveira Almeida Gouveia, Tânia Maria
Dalto, Edson José
author_role author
author2 Dalto, Edson José
author2_role author
dc.contributor.author.fl_str_mv de Oliveira Almeida Gouveia, Tânia Maria
Dalto, Edson José
dc.subject.por.fl_str_mv Papéis sociais masculinos
comportamento do consumidor
consumidor masculino
varejo
supermercado
male social roles
consumer’s behavior
male consumer
retail
supermarket
Papeles sociales masculinos
comportamiento del consumidor
consumidor masculino
venta al por menor
supermercado
topic Papéis sociais masculinos
comportamento do consumidor
consumidor masculino
varejo
supermercado
male social roles
consumer’s behavior
male consumer
retail
supermarket
Papeles sociales masculinos
comportamiento del consumidor
consumidor masculino
venta al por menor
supermercado
description This research focuses on the male consumer’s behavior concerning the acquisition of daily products for their families in the supermarkets. The purpose of this paper is to identify the role played by men in domestic shopping, traditionally associated to the female universe. In this context, we point out the transformation of the male and female’s roles that took place in the last decades, consolidated women in the work market reducing the distance between men and chores and bring transformations in the family structure. In order to having a deeper understanding of this matter and raising reflexion about what it represent in the marketing environment, we carried on a bibliographical survey, followed by an exploratory research in three phases: nom participative direct observation; qualitative survey, involving in-depth interviews; and quantitative survey involving personal interviews. The research was carried out with married men or men who have moved in with their partners, from social classes A, B and C (Brazilian Criterion), living in metropolitan region of Rio de Janeiro. The analysis of the results shows us that going to the supermarket is an usual job for men. Despite the identification of different profiles of male consumers in this kind of commerce, we can see today supermarket it’s not an exclusive female territory.
publishDate 2013
dc.date.none.fl_str_mv 2013-04-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
scientific article
articulo científico
Avaliado pelos pares
artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/39185
url https://seer.ufrgs.br/index.php/read/article/view/39185
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/39185/25047
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 15 No. 1 (2009): Edição 62 - jan/abr 2009; 168-198
Revista Electrónica de Administración; Vol. 15 Núm. 1 (2009): Edição 62 - jan/abr 2009; 168-198
Revista Eletrônica de Administração; v. 15 n. 1 (2009): Edição 62 - jan/abr 2009; 168-198
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
_version_ 1799766202526990336

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