UM ESTUDO SOBRE O CONSUMO DE PRODUTOS DE HIGIENE E BELEZA CAPILAR NAS CLASSES DE BAIXA RENDA / A STUDY ON THE MEANING OF THE CONSUMER OF BEAUTY AND HYGIENICS PRODUCTS FOR HAIR IN THE LOW INCOME CLASS

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

The economic growth occurred in Brazil in the last decade has emerged a slice of the market hitherto repressed consumption, the classes C, D and E. The number of jobs, access to credit, raising the income, combined with government incentives such as the Bolsa Família program and welfare, produced a phenomenon without precedent in the history of the country, the strengthening of consumption in the low income population. In the sector of personal hygiene, perfumery and cosmetics (HPPC) the scene was especially friendly with average growth of 13.5% per year. They were motivated mainly by the entry of women into the labor market, causing behavioral changes in public and women in the structure of families. This dissertation had the objective to understand the meanings attributed by the public women of low income in the consumption of products HPPC, specifically in the area of health and beauty hair. Thus, we examined bibliographies in consumer behavior and decision-making process of buying, and the influence of the social culture and the behavior of consumption. Thus, this study found that the care the beauty is directly connected to the projection image and recognition, either through social or professional group, and ultimately, a symbol is directly related to the elevation of self-esteem and the search social integration.

ASSUNTO(S)

marketing consumer behavior beauty marketing consumidor de baixa renda lower income consumer beleza comportamento do consumidor

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