Hábitos de consumo : um olhar sobre o público geek
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Trabalho de conclusão de curso |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFS |
Texto Completo: | https://ri.ufs.br/jspui/handle/riufs/15310 |
Resumo: | The pop culture has gained prominence in the world of entertainment, mainly through the cinema. The concept of nerd, a pejorative term used to describe antisocial young, has been replaced by the term geek, much more comprehensive and less stereotyped, which was made with several people identifies with this lifestyle. Thus, the main objective of this investigation is to identify the consumption habits of the geek public in relation to the products most acquired by those who identify with a pop culture, in addition to perceiving how companies that operate or wish to enter in this niche market, developed its strategies to attract and serve customers. The chosen methods were field research and case study, with a quanti-quali approach, achieved through the application of a questionnaire among consumers of pop culture in Aracaju and region, having reached a total of 165 participants; and an interview with the managers of the companies Magic Land Brasil and Oxente Nerd Store, who worked in that segment in the same city. The treatment of the data took place through the interpretation of the obtained responses, confronting or affirming several theoretical scholars of the phenomenon that surrounds the public geek, the fields of marketing and business strategy. According to a questionnaire, the age group that covers most participants is 21 to 25 years old (36.4%) and the majority of the answers receiving monthly income up to 1 minimum wage (30.3%). The most popular items in the list of geek products are clothes/shoes (64.4%), followed by accessories with 59.5% of the responses applied. The most used information search engines by consumers are the Internet (YouTube®) (86.7%), followed by the Instagram social network (81.2%) and referrals from friends (49.7%). The surveyed companies prefer to advertise through Instagram, in addition to having the promotion promoted by person to person strategy. |
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Izidoro, Franciele AraújoSales, Jefferson David Araujo2022-04-08T12:27:53Z2022-04-08T12:27:53Z2020-10-20Izidoro, Franciele Araújo. Hábitos de consumo : um olhar sobre o público geek. São Cristóvão, 2020. Monografia (graduação em Administração) - Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2020https://ri.ufs.br/jspui/handle/riufs/15310The pop culture has gained prominence in the world of entertainment, mainly through the cinema. The concept of nerd, a pejorative term used to describe antisocial young, has been replaced by the term geek, much more comprehensive and less stereotyped, which was made with several people identifies with this lifestyle. Thus, the main objective of this investigation is to identify the consumption habits of the geek public in relation to the products most acquired by those who identify with a pop culture, in addition to perceiving how companies that operate or wish to enter in this niche market, developed its strategies to attract and serve customers. The chosen methods were field research and case study, with a quanti-quali approach, achieved through the application of a questionnaire among consumers of pop culture in Aracaju and region, having reached a total of 165 participants; and an interview with the managers of the companies Magic Land Brasil and Oxente Nerd Store, who worked in that segment in the same city. The treatment of the data took place through the interpretation of the obtained responses, confronting or affirming several theoretical scholars of the phenomenon that surrounds the public geek, the fields of marketing and business strategy. According to a questionnaire, the age group that covers most participants is 21 to 25 years old (36.4%) and the majority of the answers receiving monthly income up to 1 minimum wage (30.3%). The most popular items in the list of geek products are clothes/shoes (64.4%), followed by accessories with 59.5% of the responses applied. The most used information search engines by consumers are the Internet (YouTube®) (86.7%), followed by the Instagram social network (81.2%) and referrals from friends (49.7%). The surveyed companies prefer to advertise through Instagram, in addition to having the promotion promoted by person to person strategy.A cultura pop tem ganhado destaque no mundo do entretenimento, principalmente através do cinema. O conceito de nerd, termo pejorativo utilizado para descrever jovens antissociais, foi substituído pelo termo geek, muito mais abrangente e menos estereotipado, que tem feito com que várias pessoas se identifiquem com esse estilo de vida. Sendo assim, o propósito central desta investigação é identificar quais os hábitos de consumo do público geek em relação aos produtos mais adquiridos pelos que se identificam com a cultura pop, além de perceber como as empresas que atuam ou desejam adentrar nesse nicho de mercado elaboram suas estratégias para atrair e atender os clientes. Os métodos escolhidos foram pesquisa de campo e estudo de caso, com uma abordagem quanti-quali, alcançada através da aplicação de questionário entre os consumidores da cultura pop em Aracaju e região, tendo sido atingido um total de 165 participantes; e entrevista com os gestores das empresas Magic Land Brasil e a Oxente Nerd Store que atuam nesse seguimento na mesma cidade. O tratamento dos dados se deu através da interpretação das respostas obtidas, confrontando-as com o que afirmam vários teóricos estudiosos do fenômeno que cerca o público geek, os campos do marketing e da estratégia empresarial. Segundo o questionário, a faixa etária que abrange a maior parte dos participantes é de 21 a 25 anos (36,4%) e a maioria respondeu que possui renda mensal de até 1 salário mínimo (30,3%). Os itens mais procurados na lista de produtos geeks são roupas/calçados (64,4%), seguidos dos acessórios com 59,5% das respostas obtidas. Os veículos de busca de informação mais utilizados, por parte dos consumidores, são a Internet (YouTube®) (86,7%), seguida pela rede social Instagram (81,2%) e a indicação de amigos (49,7%). As empresas pesquisadas preferem divulgar através do Instagram, além de contar com a disseminação promovida pelo boca a boca.São Cristóvão, SEporAdministraçãoEnsino de administraçãoConsumoPúblico geekCultura popEstratégia empresarialConsumismoGeek publicPop cultureBusiness strategyCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSHábitos de consumo : um olhar sobre o público geekinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisUniversidade Federal de SergipeDAD - Departamento de Administração – São Cristóvão - Presencialreponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/15310/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALFranciele_Araujo_Izidoro.pdfFranciele_Araujo_Izidoro.pdfapplication/pdf679166https://ri.ufs.br/jspui/bitstream/riufs/15310/2/Franciele_Araujo_Izidoro.pdfa476acfb5cf3558afa7f3d1585df4fbfMD52TEXTFranciele_Araujo_Izidoro.pdf.txtFranciele_Araujo_Izidoro.pdf.txtExtracted texttext/plain131557https://ri.ufs.br/jspui/bitstream/riufs/15310/3/Franciele_Araujo_Izidoro.pdf.txt36cf291a9c60240da03b808b549a8f13MD53THUMBNAILFranciele_Araujo_Izidoro.pdf.jpgFranciele_Araujo_Izidoro.pdf.jpgGenerated Thumbnailimage/jpeg1213https://ri.ufs.br/jspui/bitstream/riufs/15310/4/Franciele_Araujo_Izidoro.pdf.jpg29d4fa01c8bc89b38d80c8f953b964deMD54riufs/153102023-01-19 20:38:35.725oai:ufs.br:riufs/15310TElDRU7Dh0EgREUgRElTVFJJQlVJw4fDg08gTsODTy1FWENMVVNJVkEKCkNvbSBhIGFwcmVzZW50YcOnw6NvIGRlc3RhIGxpY2Vuw6dhLCB2b2PDqiAobyBhdXRvcihlcykgb3UgbyB0aXR1bGFyIGRvcyBkaXJlaXRvcyBkZSBhdXRvcikgY29uY2VkZSDDoCBVbml2ZXJzaWRhZGUgRmVkZXJhbCBkZSBTZXJnaXBlIG8gZGlyZWl0byBuw6NvLWV4Y2x1c2l2byBkZSByZXByb2R1emlyIHNldSB0cmFiYWxobyBubyBmb3JtYXRvIGVsZXRyw7RuaWNvLCBpbmNsdWluZG8gb3MgZm9ybWF0b3Mgw6F1ZGlvIG91IHbDrWRlby4KClZvY8OqIGNvbmNvcmRhIHF1ZSBhIFVuaXZlcnNpZGFkZSBGZWRlcmFsIGRlIFNlcmdpcGUgcG9kZSwgc2VtIGFsdGVyYXIgbyBjb250ZcO6ZG8sIHRyYW5zcG9yIHNldSB0cmFiYWxobyBwYXJhIHF1YWxxdWVyIG1laW8gb3UgZm9ybWF0byBwYXJhIGZpbnMgZGUgcHJlc2VydmHDp8Ojby4KClZvY8OqIHRhbWLDqW0gY29uY29yZGEgcXVlIGEgVW5pdmVyc2lkYWRlIEZlZGVyYWwgZGUgU2VyZ2lwZSBwb2RlIG1hbnRlciBtYWlzIGRlIHVtYSBjw7NwaWEgZGUgc2V1IHRyYWJhbGhvIHBhcmEgZmlucyBkZSBzZWd1cmFuw6dhLCBiYWNrLXVwIGUgcHJlc2VydmHDp8Ojby4KClZvY8OqIGRlY2xhcmEgcXVlIHNldSB0cmFiYWxobyDDqSBvcmlnaW5hbCBlIHF1ZSB2b2PDqiB0ZW0gbyBwb2RlciBkZSBjb25jZWRlciBvcyBkaXJlaXRvcyBjb250aWRvcyBuZXN0YSBsaWNlbsOnYS4gVm9jw6ogdGFtYsOpbSBkZWNsYXJhIHF1ZSBvIGRlcMOzc2l0bywgcXVlIHNlamEgZGUgc2V1IGNvbmhlY2ltZW50bywgbsOjbyBpbmZyaW5nZSBkaXJlaXRvcyBhdXRvcmFpcyBkZSBuaW5ndcOpbS4KCkNhc28gbyB0cmFiYWxobyBjb250ZW5oYSBtYXRlcmlhbCBxdWUgdm9jw6ogbsOjbyBwb3NzdWkgYSB0aXR1bGFyaWRhZGUgZG9zIGRpcmVpdG9zIGF1dG9yYWlzLCB2b2PDqiBkZWNsYXJhIHF1ZSBvYnRldmUgYSBwZXJtaXNzw6NvIGlycmVzdHJpdGEgZG8gZGV0ZW50b3IgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIHBhcmEgY29uY2VkZXIgw6AgVW5pdmVyc2lkYWRlIEZlZGVyYWwgZGUgU2VyZ2lwZSBvcyBkaXJlaXRvcyBhcHJlc2VudGFkb3MgbmVzdGEgbGljZW7Dp2EsIGUgcXVlIGVzc2UgbWF0ZXJpYWwgZGUgcHJvcHJpZWRhZGUgZGUgdGVyY2Vpcm9zIGVzdMOhIGNsYXJhbWVudGUgaWRlbnRpZmljYWRvIGUgcmVjb25oZWNpZG8gbm8gdGV4dG8gb3Ugbm8gY29udGXDumRvLgoKQSBVbml2ZXJzaWRhZGUgRmVkZXJhbCBkZSBTZXJnaXBlIHNlIGNvbXByb21ldGUgYSBpZGVudGlmaWNhciBjbGFyYW1lbnRlIG8gc2V1IG5vbWUocykgb3UgbyhzKSBub21lKHMpIGRvKHMpIApkZXRlbnRvcihlcykgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIGRvIHRyYWJhbGhvLCBlIG7Do28gZmFyw6EgcXVhbHF1ZXIgYWx0ZXJhw6fDo28sIGFsw6ltIGRhcXVlbGFzIGNvbmNlZGlkYXMgcG9yIGVzdGEgbGljZW7Dp2EuIAo=Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2023-01-19T23:38:35Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
Hábitos de consumo : um olhar sobre o público geek |
title |
Hábitos de consumo : um olhar sobre o público geek |
spellingShingle |
Hábitos de consumo : um olhar sobre o público geek Izidoro, Franciele Araújo Administração Ensino de administração Consumo Público geek Cultura pop Estratégia empresarial Consumismo Geek public Pop culture Business strategy CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
Hábitos de consumo : um olhar sobre o público geek |
title_full |
Hábitos de consumo : um olhar sobre o público geek |
title_fullStr |
Hábitos de consumo : um olhar sobre o público geek |
title_full_unstemmed |
Hábitos de consumo : um olhar sobre o público geek |
title_sort |
Hábitos de consumo : um olhar sobre o público geek |
author |
Izidoro, Franciele Araújo |
author_facet |
Izidoro, Franciele Araújo |
author_role |
author |
dc.contributor.author.fl_str_mv |
Izidoro, Franciele Araújo |
dc.contributor.advisor1.fl_str_mv |
Sales, Jefferson David Araujo |
contributor_str_mv |
Sales, Jefferson David Araujo |
dc.subject.por.fl_str_mv |
Administração Ensino de administração Consumo Público geek Cultura pop Estratégia empresarial Consumismo |
topic |
Administração Ensino de administração Consumo Público geek Cultura pop Estratégia empresarial Consumismo Geek public Pop culture Business strategy CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
Geek public Pop culture Business strategy |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
The pop culture has gained prominence in the world of entertainment, mainly through the cinema. The concept of nerd, a pejorative term used to describe antisocial young, has been replaced by the term geek, much more comprehensive and less stereotyped, which was made with several people identifies with this lifestyle. Thus, the main objective of this investigation is to identify the consumption habits of the geek public in relation to the products most acquired by those who identify with a pop culture, in addition to perceiving how companies that operate or wish to enter in this niche market, developed its strategies to attract and serve customers. The chosen methods were field research and case study, with a quanti-quali approach, achieved through the application of a questionnaire among consumers of pop culture in Aracaju and region, having reached a total of 165 participants; and an interview with the managers of the companies Magic Land Brasil and Oxente Nerd Store, who worked in that segment in the same city. The treatment of the data took place through the interpretation of the obtained responses, confronting or affirming several theoretical scholars of the phenomenon that surrounds the public geek, the fields of marketing and business strategy. According to a questionnaire, the age group that covers most participants is 21 to 25 years old (36.4%) and the majority of the answers receiving monthly income up to 1 minimum wage (30.3%). The most popular items in the list of geek products are clothes/shoes (64.4%), followed by accessories with 59.5% of the responses applied. The most used information search engines by consumers are the Internet (YouTube®) (86.7%), followed by the Instagram social network (81.2%) and referrals from friends (49.7%). The surveyed companies prefer to advertise through Instagram, in addition to having the promotion promoted by person to person strategy. |
publishDate |
2020 |
dc.date.issued.fl_str_mv |
2020-10-20 |
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2022-04-08T12:27:53Z |
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2022-04-08T12:27:53Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/bachelorThesis |
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bachelorThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Izidoro, Franciele Araújo. Hábitos de consumo : um olhar sobre o público geek. São Cristóvão, 2020. Monografia (graduação em Administração) - Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2020 |
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https://ri.ufs.br/jspui/handle/riufs/15310 |
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Izidoro, Franciele Araújo. Hábitos de consumo : um olhar sobre o público geek. São Cristóvão, 2020. Monografia (graduação em Administração) - Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2020 |
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DAD - Departamento de Administração – São Cristóvão - Presencial |
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