“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UNIGRANRIO |
Texto Completo: | http://localhost:8080/tede/handle/tede/154 |
Resumo: | The aim of this work is to identify, describe and analyze how the sentiment of consumer devotion is manifested in the subculture of craft beer consumption, exploring aspects related to consumption as a vehicle for transmission of symbolic meanings. The theoretical foundation which has supported this research addresses issues discussed in the literature with regard to culture and consumption (ARNOULD; THOMPSON, 2005; MCCRACKEN, 2003), the study of sentiments in the marketplace (GOPALDAS, 2014), the sentiment of consumer devotion PIMENTEL; REYNOLDS, 2004) and consumption subcultures SCHOUTEN; MCALEXANDER, 1995; KOZINETS, 2001; CELSI ET AL, 1993). This study has an explanatory and exploratory character, and it looks through the ethnographic method to explore the cultural universe that works as a background of the issues and then identify how the sentiment of consumer devotion manifests itself in a subculture of consumption. Data were collected over 1 year of field research conducted in craft beer events, fairs, bars and specialty restaurants, accompanying homemade beers productions and theme pubs in Rio de Janeiro and Porto Alegre. During the research, it was possible to collect information about the day-to-day members of this subculture and the relationships that are formed from this activity. Individual interviews were also conducted using a semi-structured script, aimed to understanding how these consumers find themselves within the subculture and how they interpret the craft beer as a lifestyle and values provider. It were conducted 38 interviews with consumers, both female and male, between ages 19 and 45 years, residents in the city of Rio de Janeiro and Porto Alegre, between January and November 2015. The findings presents that the sentiment of consumer devotion is present in a subset of the subculture entitled Pan´s because they are the members who more demonstrate similar values with the object and develop an affective commitment in addition to performing behaviors that sustain the condition of sacred object. Moreover, it was possible to identify other sentiments and discrete feelings acting in this subculture, which seems to be an indication that feelings can be considered as an emotional component of the subculture. |
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Sauerbronn, João Felipe RammeltSauerbronn, João Felipe RammeltAyrosa, Eduardo André TeixeiraCampos, Roberta DiasKoch, Eduardo Salgueiro2017-06-16T14:05:13Z2016-02-16KOCH, Eduardo Salgueiro. “Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor. 2016. 101 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016.http://localhost:8080/tede/handle/tede/154The aim of this work is to identify, describe and analyze how the sentiment of consumer devotion is manifested in the subculture of craft beer consumption, exploring aspects related to consumption as a vehicle for transmission of symbolic meanings. The theoretical foundation which has supported this research addresses issues discussed in the literature with regard to culture and consumption (ARNOULD; THOMPSON, 2005; MCCRACKEN, 2003), the study of sentiments in the marketplace (GOPALDAS, 2014), the sentiment of consumer devotion PIMENTEL; REYNOLDS, 2004) and consumption subcultures SCHOUTEN; MCALEXANDER, 1995; KOZINETS, 2001; CELSI ET AL, 1993). This study has an explanatory and exploratory character, and it looks through the ethnographic method to explore the cultural universe that works as a background of the issues and then identify how the sentiment of consumer devotion manifests itself in a subculture of consumption. Data were collected over 1 year of field research conducted in craft beer events, fairs, bars and specialty restaurants, accompanying homemade beers productions and theme pubs in Rio de Janeiro and Porto Alegre. During the research, it was possible to collect information about the day-to-day members of this subculture and the relationships that are formed from this activity. Individual interviews were also conducted using a semi-structured script, aimed to understanding how these consumers find themselves within the subculture and how they interpret the craft beer as a lifestyle and values provider. It were conducted 38 interviews with consumers, both female and male, between ages 19 and 45 years, residents in the city of Rio de Janeiro and Porto Alegre, between January and November 2015. The findings presents that the sentiment of consumer devotion is present in a subset of the subculture entitled Pan´s because they are the members who more demonstrate similar values with the object and develop an affective commitment in addition to performing behaviors that sustain the condition of sacred object. Moreover, it was possible to identify other sentiments and discrete feelings acting in this subculture, which seems to be an indication that feelings can be considered as an emotional component of the subculture.O objetivo desta dissertação é identificar, descrever e analisar como o sentimento de devoção do consumidor se manifesta na subcultura de consumo de cerveja artesanal, explorando os aspectos relacionados ao consumo como veículo de transmissão de significados simbólicos. O embasamento teórico que deu sustentação à pesquisa aborda questões discutidas pela literatura no que diz respeito à cultura e ao consumo (ARNOULD; THOMPSON, 2005; MCCRACKEN, 2003), ao estudo dos sentimentos no marketing e nas culturas de mercado (GOPALDAS, 2014), ao sentimento de devoção do consumidor (PIMENTEL; REYNOLDS, 2004) e às subculturas de consumo (SCHOUTEN; MCALEXANDER, 1995; KOZINETS, 2001; CELSI ET AL, 1993). Este estudo tem caráter explicativo e exploratório, buscando, através do método etnográfico, explorar o universo cultural que funciona como pano de fundo das questões abordadas para então identificar como o sentimento de devoção se manifesta em uma subcultura de consumo. Os dados foram coletados ao longo de um ano de pesquisa de campo, realizada em eventos de cerveja artesanal, feiras, bares, pubs temáticos, restaurantes especializados e acompanhamento de produções caseiras de cerveja no Rio de Janeiro e em Porto Alegre. Ao longo da pesquisa, foi possível coletar informações sobre o dia-a-dia dos membros desta subcultura e das relações que se formam a partir desta atividade. Também foram realizadas entrevistas individuais por meio de um roteiro semi-estruturado, visando a compreensão da forma como estes consumidores se vêem dentro da subcultura e como interpretam a cerveja artesanal enquanto estilo de vida e provedor de valores. Foram realizadas 38 entrevistas junto a consumidores, tanto do sexo feminino quanto do masculino, com idades entre 19 e 45 anos, residentes nas cidades do Rio de Janeiro e de Porto Alegre, entre janeiro e novembro de 2015. Os resultados demonstraram que o sentimento de devoção está presente em um subgrupo da subcultura, intitulado Paneleiros, pois são os representantes que mais apresentam valores análogos com o objeto e desenvolvem um comprometimento afetivo além de realizarem comportamentos que sustentam a condição de sagrado do objeto. Além disso, foi possível identificar outros sentimentos atuando nesta subcultura, o que parece ser um indicativo de que esses sentimentos podem ser considerados como um componente emocional da subcultura.Submitted by Janser dos Santos Nascimento (janser.nascimento@unigranrio.com.br) on 2017-06-16T14:05:13Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Eduardo Salgueiro Koch.pdf: 2232341 bytes, checksum: fe1c40c4399b84534e691c54e655c151 (MD5)Made available in DSpace on 2017-06-16T14:05:13Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Eduardo Salgueiro Koch.pdf: 2232341 bytes, checksum: fe1c40c4399b84534e691c54e655c151 (MD5) Previous issue date: 2016-02-16CNPqapplication/pdfporUniversidade do Grande RioPrograma de Pós-Graduacão em AdministraçãoUNIGRANRIOBrasilUnigranrio::Administraçãohttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAdministraçãoComportamento do consumidorMarketingCervejaADMINISTRAÇÃO“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidorinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Biblioteca Digital de Teses e Dissertações da UNIGRANRIOinstname:Universidade do Grande Rio (UNIGRANRIO)instacron:UNIGRANRIOLICENSElicense.txtlicense.txttext/plain; charset=utf-81982http://localhost:8080/tede/bitstream/tede/154/1/license.txt4a50535e8405f611398e6e2d408dbd1bMD51CC-LICENSElicense_urllicense_urltext/plain; charset=utf-849http://localhost:8080/tede/bitstream/tede/154/2/license_url4afdbb8c545fd630ea7db775da747b2fMD52license_textlicense_texttext/html; charset=utf-80http://localhost:8080/tede/bitstream/tede/154/3/license_textd41d8cd98f00b204e9800998ecf8427eMD53license_rdflicense_rdfapplication/rdf+xml; charset=utf-80http://localhost:8080/tede/bitstream/tede/154/4/license_rdfd41d8cd98f00b204e9800998ecf8427eMD54ORIGINALEduardo Salgueiro Koch.pdfEduardo Salgueiro Koch.pdfapplication/pdf2232341http://localhost:8080/tede/bitstream/tede/154/5/Eduardo+Salgueiro+Koch.pdffe1c40c4399b84534e691c54e655c151MD55tede/1542017-06-16 11:05:13.656oai:localhost:tede/154CkxJQ0VOw4dBIERFIERJU1RSSUJVScOHw4NPIE7Dg08tRVhDTFVTSVZBCgpDb20gYSBhcHJlc2VudGHDp8OjbyBkZXN0YSBsaWNlbsOnYSwgdm9jw6ogKG8gYXV0b3IgKGVzKSBvdSBvIHRpdHVsYXIgZG9zIGRpcmVpdG9zIGRlIGF1dG9yKSBjb25jZWRlIMOgIFVuaXZlcnNpZGFkZSAKVU5JR1JBTlJJTyBvIGRpcmVpdG8gbsOjby1leGNsdXNpdm8gZGUgcmVwcm9kdXppciwgIHRyYWR1emlyIChjb25mb3JtZSBkZWZpbmlkbyBhYmFpeG8pLCBlL291IApkaXN0cmlidWlyIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyAoaW5jbHVpbmRvIG8gcmVzdW1vKSBwb3IgdG9kbyBvIG11bmRvIG5vIGZvcm1hdG8gaW1wcmVzc28gZSBlbGV0csO0bmljbyBlIAplbSBxdWFscXVlciBtZWlvLCBpbmNsdWluZG8gb3MgZm9ybWF0b3Mgw6F1ZGlvIG91IHbDrWRlby4KClZvY8OqIGNvbmNvcmRhIHF1ZSBhIFVOSUdSQU5SSU8gcG9kZSwgc2VtIGFsdGVyYXIgbyBjb250ZcO6ZG8sIHRyYW5zcG9yIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyAKcGFyYSBxdWFscXVlciBtZWlvIG91IGZvcm1hdG8gcGFyYSBmaW5zIGRlIHByZXNlcnZhw6fDo28uCgpWb2PDqiB0YW1iw6ltIGNvbmNvcmRhIHF1ZSBhIFVOSUdSQU5SSU8gcG9kZSBtYW50ZXIgbWFpcyBkZSB1bWEgY8OzcGlhIGRhIHN1YSB0ZXNlIG91IApkaXNzZXJ0YcOnw6NvIHBhcmEgZmlucyBkZSBzZWd1cmFuw6dhLCBiYWNrLXVwIGUgcHJlc2VydmHDp8Ojby4KClZvY8OqIGRlY2xhcmEgcXVlIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyDDqSBvcmlnaW5hbCBlIHF1ZSB2b2PDqiB0ZW0gbyBwb2RlciBkZSBjb25jZWRlciBvcyBkaXJlaXRvcyBjb250aWRvcyAKbmVzdGEgbGljZW7Dp2EuIFZvY8OqIHRhbWLDqW0gZGVjbGFyYSBxdWUgbyBkZXDDs3NpdG8gZGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBuw6NvLCBxdWUgc2VqYSBkZSBzZXUgCmNvbmhlY2ltZW50bywgaW5mcmluZ2UgZGlyZWl0b3MgYXV0b3JhaXMgZGUgbmluZ3XDqW0uCgpDYXNvIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBjb250ZW5oYSBtYXRlcmlhbCBxdWUgdm9jw6ogbsOjbyBwb3NzdWkgYSB0aXR1bGFyaWRhZGUgZG9zIGRpcmVpdG9zIGF1dG9yYWlzLCB2b2PDqiAKZGVjbGFyYSBxdWUgb2J0ZXZlIGEgcGVybWlzc8OjbyBpcnJlc3RyaXRhIGRvIGRldGVudG9yIGRvcyBkaXJlaXRvcyBhdXRvcmFpcyBwYXJhIGNvbmNlZGVyIMOgIFVOSUdSQU5SSU8gCm9zIGRpcmVpdG9zIGFwcmVzZW50YWRvcyBuZXN0YSBsaWNlbsOnYSwgZSBxdWUgZXNzZSBtYXRlcmlhbCBkZSBwcm9wcmllZGFkZSBkZSB0ZXJjZWlyb3MgZXN0w6EgY2xhcmFtZW50ZSAKaWRlbnRpZmljYWRvIGUgcmVjb25oZWNpZG8gbm8gdGV4dG8gb3Ugbm8gY29udGXDumRvIGRhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBvcmEgZGVwb3NpdGFkYS4KCkNBU08gQSBURVNFIE9VIERJU1NFUlRBw4fDg08gT1JBIERFUE9TSVRBREEgVEVOSEEgU0lETyBSRVNVTFRBRE8gREUgVU0gUEFUUk9Dw41OSU8gT1UgCkFQT0lPIERFIFVNQSBBR8OKTkNJQSBERSBGT01FTlRPIE9VIE9VVFJPIE9SR0FOSVNNTyBRVUUgTsODTyBTRUpBIEEgVU5JR1JBTlJJTywgClZPQ8OKIERFQ0xBUkEgUVVFIFJFU1BFSVRPVSBUT0RPUyBFIFFVQUlTUVVFUiBESVJFSVRPUyBERSBSRVZJU8ODTyBDT01PIApUQU1Cw4lNIEFTIERFTUFJUyBPQlJJR0HDh8OVRVMgRVhJR0lEQVMgUE9SIENPTlRSQVRPIE9VIEFDT1JETy4KCkEgVU5JR1JBTlJJTyBzZSBjb21wcm9tZXRlIGEgaWRlbnRpZmljYXIgY2xhcmFtZW50ZSBvIHNldSBub21lIChzKSBvdSBvKHMpIG5vbWUocykgZG8ocykgCmRldGVudG9yKGVzKSBkb3MgZGlyZWl0b3MgYXV0b3JhaXMgZGEgdGVzZSBvdSBkaXNzZXJ0YcOnw6NvLCBlIG7Do28gZmFyw6EgcXVhbHF1ZXIgYWx0ZXJhw6fDo28sIGFsw6ltIGRhcXVlbGFzIApjb25jZWRpZGFzIHBvciBlc3RhIGxpY2Vuw6dhLgo=Biblioteca Digital de Teses e Dissertaçõeshttp://tede.unigranrio.edu.br/PUBhttp://tede.unigranrio.edu.br/oai/requestrepositorio@instituicao.br||repositorio@instituicao.bropendoar:2017-06-16T14:05:13Biblioteca Digital de Teses e Dissertações da UNIGRANRIO - Universidade do Grande Rio (UNIGRANRIO)false |
dc.title.por.fl_str_mv |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor |
title |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor |
spellingShingle |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor Koch, Eduardo Salgueiro Administração Comportamento do consumidor Marketing Cerveja ADMINISTRAÇÃO |
title_short |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor |
title_full |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor |
title_fullStr |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor |
title_full_unstemmed |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor |
title_sort |
“Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor |
author |
Koch, Eduardo Salgueiro |
author_facet |
Koch, Eduardo Salgueiro |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Sauerbronn, João Felipe Rammelt |
dc.contributor.referee1.fl_str_mv |
Sauerbronn, João Felipe Rammelt |
dc.contributor.referee2.fl_str_mv |
Ayrosa, Eduardo André Teixeira |
dc.contributor.referee3.fl_str_mv |
Campos, Roberta Dias |
dc.contributor.author.fl_str_mv |
Koch, Eduardo Salgueiro |
contributor_str_mv |
Sauerbronn, João Felipe Rammelt Sauerbronn, João Felipe Rammelt Ayrosa, Eduardo André Teixeira Campos, Roberta Dias |
dc.subject.por.fl_str_mv |
Administração Comportamento do consumidor Marketing Cerveja |
topic |
Administração Comportamento do consumidor Marketing Cerveja ADMINISTRAÇÃO |
dc.subject.cnpq.fl_str_mv |
ADMINISTRAÇÃO |
description |
The aim of this work is to identify, describe and analyze how the sentiment of consumer devotion is manifested in the subculture of craft beer consumption, exploring aspects related to consumption as a vehicle for transmission of symbolic meanings. The theoretical foundation which has supported this research addresses issues discussed in the literature with regard to culture and consumption (ARNOULD; THOMPSON, 2005; MCCRACKEN, 2003), the study of sentiments in the marketplace (GOPALDAS, 2014), the sentiment of consumer devotion PIMENTEL; REYNOLDS, 2004) and consumption subcultures SCHOUTEN; MCALEXANDER, 1995; KOZINETS, 2001; CELSI ET AL, 1993). This study has an explanatory and exploratory character, and it looks through the ethnographic method to explore the cultural universe that works as a background of the issues and then identify how the sentiment of consumer devotion manifests itself in a subculture of consumption. Data were collected over 1 year of field research conducted in craft beer events, fairs, bars and specialty restaurants, accompanying homemade beers productions and theme pubs in Rio de Janeiro and Porto Alegre. During the research, it was possible to collect information about the day-to-day members of this subculture and the relationships that are formed from this activity. Individual interviews were also conducted using a semi-structured script, aimed to understanding how these consumers find themselves within the subculture and how they interpret the craft beer as a lifestyle and values provider. It were conducted 38 interviews with consumers, both female and male, between ages 19 and 45 years, residents in the city of Rio de Janeiro and Porto Alegre, between January and November 2015. The findings presents that the sentiment of consumer devotion is present in a subset of the subculture entitled Pan´s because they are the members who more demonstrate similar values with the object and develop an affective commitment in addition to performing behaviors that sustain the condition of sacred object. Moreover, it was possible to identify other sentiments and discrete feelings acting in this subculture, which seems to be an indication that feelings can be considered as an emotional component of the subculture. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-02-16 |
dc.date.accessioned.fl_str_mv |
2017-06-16T14:05:13Z |
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info:eu-repo/semantics/publishedVersion |
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KOCH, Eduardo Salgueiro. “Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor. 2016. 101 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016. |
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http://localhost:8080/tede/handle/tede/154 |
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KOCH, Eduardo Salgueiro. “Beba menos, beba melhor”: um estudo da subcultura de consumo de cerveja artesanal e o sentimento de devoção do consumidor. 2016. 101 f. Dissertação (mestrado em Administração) – Universidade do Grande Rio “Prof. José de Souza Herdy”, Escola de Ciências Sociais e Aplicadas, Rio de Janeiro, 2016. |
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