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1

LEVRINI, GABRIEL ROBERTO DELLACASA. "LOW INCOME CONSUMERS STIGMA IN SERVICE ENCOUNTERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2012. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=22375@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO
Na prestação de serviços, há evidência do estigma e de ações discriminantes que envolvam ações automáticas de preconceito. Diferentes tratamentos aos consumidores podem produzir e experiências problemáticas, com consequências e respostas imediatas nos negócios. Objetivamente, este estudo busca focar mais profundamente o estigma do ponto de vista do consumidor de baixa renda. Analisa os componentes racionais e emocionais das reações desses consumidores perante as interpretações da sociedade. Em parte, busca suprir a lacuna existente na literatura do marketing. A estigmatização de consumidores de baixa renda pode ter forte influência em suas ações e respostas durante o processo de decisão de escolha e compra de serviços. Isso implica num significativo impacto no desempenho dos negócios, ações de anticonsumo contra as marcas. Neste sentido, o encontro de serviços serve como palco para os atores estigmatizador e estigmatizado, sendo que o consumidor de baixa renda é o protagonista. O estudo foi dividido em três fases: a primeira levantou a preocupação destes consumidores com a estigmatização no encontro de serviços, através de entrevistas experimentais para alinhamento do roteiro. A segunda fase compreendeu uma pesquisa de campo, em que foram utilizadas 210 entrevistas. Para tanto, utilizouse a Técnica do Incidente Crítico. Os dados foram analisados, codificados através do software OpenLogos. Na terceira fase, realizou-se uma análise do conteúdo das narrativas dos entrevistados, chegando a mais de 1200 palavras, códigos e expressões que identificam as emoções, e mostrou-se como ocorre o perfil do estigma e as reações comportamentais. Os resultados indicaram uma predominância das emoções primárias (medo, vergonha e ofensa, etc) no momento imediato a percepção do estigma pelo consumidor de baixa renda. Posteriormente, inicia-se o processo decorrente (emoções secundárias e terciárias) e suas estratégias de respostas destes consumidores. Dessa forma, ratifico- se a influência e importância do estudo do estigma com suas respectivas implicações as situações de consumo.
This article focuses on low-income consumers facing social stigma in service encounters with contact employees. Stigma is a pervasive aspect of our culture and has been rarely considered in services marketing for low-income consumer. In the past, research didn’t pay attention on the low-income consumer’s perspective for marketing actions. Recently, attention has turned to examining how people who are targets of negative stereotypes understand and interpret their experience as members of socially devalued groups. The method used in this article comprised three phases. The first phase explored the awareness of stigmatized service encounters by informal interviews with low-income consumers. The second phase consisted in field interviews, the collection data from 210 individuals with confirmation of discriminatory behaviors. The method utilized was the Critical Incident Technique (CIT) using Open Logos Content Analysis software for coding the emotions. The third phase consisted of detail data analysis, searching for words or concepts within texts or sets of texts, and then coded into manageable categories. In this phase, we found more than 1200 words or emotional expressions. Results showed primal emotions (fear, shame, offense) dominance in the stigma perception moment, often followed by secondary and thirdly emotions. In the last step of the process, the coping responses were important in order to understand the consumer attitudes and behaviors as part of this stigma process. The findings assure the importance of studying the stigma process to understand low-income consumer’s behaviors.
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DUPRAT, SUZANA SOARES. "CELL PHONE ENTERTAINMENT FOR LOW-INCOME CONSUMERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2009. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=31578@1.

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Este trabalho investiga o problema das restrições ao entretenimento da população de baixa renda brasileira. Parte de um modelo conceitual de restrições ao lazer e verifica como o celular atuaria como ferramenta de entretenimento diante dessas restrições. Especificamente, o trabalho: (i) identifica as principais restrições ao lazer para a população de baixa renda com base no modelo de Crawford et al (ii) analisa de que maneira o celular, como ferramenta de entretenimento, pode influenciar no comportamento face às restrições. Através de entrevistas em profundidade, o estudo classifica as principais restrições ao lazer da população de baixa renda e identifica de que a forma o celular pode beneficiar esta parcela da população, quando utilizado como ferramenta de entretenimento. Os resultados mostram uma adaptação do modelo de Crawford de restrições ao lazer e como este modelo auxilia na identificação de oportunidades de mercado, para criação de produtos e serviços que permitam vencer as restrições encontradas no estudo.
This study investigates the problem of the constraints to leisure of the low income population. It begins from a conceptual model of leisure constraints and verifies how the mobile phone can act as an entertainment tool due to these constraints. Therefore, the study: (i) identifies the main leisure constraints of the low income population based on the Crawford et al model; (ii) analyzes how the mobile phone, as an entertainment tool, can influence in these leisure constraints. Based on several interviews, the study classifies the main leisure constraints of the low income population and identifies how the mobile phone can benefit this population when used as an entertainment tool. The results show an adaptation of the Crawford model and how this model can help in the recognition of new market opportunities and the development of new products and services that can help the low income population to overcome the constraints observed in this study.
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FILHO, MURILO CARRAZEDO M. DA COSTA. "EVOKED SETS AND BRAND CHOICES OF LOW-INCOME CONSUMERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2014. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=24475@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
O crescente potencial de consumo na baixa renda é um fenômeno que vem ganhando destaque crescente tanto no meio empresarial quanto no acadêmico. À medida que o consumo neste segmento ganha dimensões cada vez mais relevantes, faz-se necessário entender o comportamento desse consumidor, que durante muito tempo foi negligenciado pelo marketing. Em especial, os aspectos relacionados à escolha de marcas e influência da variável preço nas escolhas desses consumidores são de particular interesse às empresas no que tange ao posicionamento de suas ofertas na tentativa de capturar uma fatia desse mercado. A noção de que os consumidores de baixa renda são conscientes de marca ganhou impulso com as ideias lançadas por Prahalad (2005), mas é preciso cautela para se evitar generalizações. Esta dissertação procurou entender como os consumidores de baixa renda formam os seus conjuntos de consideração (grupo seleto de marcas que os consumidores criam para reduzir o universo de opções a um número cognitivamente gerenciável), e que mecanismos utilizam para realizar suas escolhas finais. Baseado em entrevistas em profundidade, investigaram-se aspectos ligados à formação de conjuntos de consideração para categorias de produtos típicos de compras de supermercados e de tomada de decisão habitual. Os resultados apontam para seis fatores que parecem influenciar a consideração e escolha de marcas na baixa renda, que podem atuar de forma distinta para cada categoria e para cada consumidor. O estudo revela que os processos decisórios na baixa renda assumem contornos complexos e específicos, permeados por dois vetores de sentidos opostos: o desejo por qualidade, por um lado, e a restrição orçamentária, por outro. A noção de que os consumidores de baixa renda são conscientes de marca não pode ser generalizada, já que motivações diferentes para tomada de decisão parecem existir para cada categoria e/ou grupamentos de consumidores.
The increasing consumption potential within the low income population is a phenomenon that has been gaining increasing prominence in both the business world and in academia. As consumption in this segment increases steadily, it is necessary to understand the behavior of these consumers, who have long been neglected by marketing. In particular, the aspects related to brand selection and the influence of price in the choice process are of particular interest to companies regarding the positioning of their offerings in an attempt to capture a share of this market. The notion that low-income consumers are brand-conscious gained momentum after the ideas launched by Prahalad (2005), but caution is needed to avoid generalizations. This dissertation sought to understand how low-income consumers form their consideration sets (select group of brands that consumers form to reduce the universe of options to a cognitively manageable number), and the mechanisms they engender to accomplish their final choices. Based on indepth interviews, the study investigated the factors affecting consideration set formation within typical FMCG categories. Findings show that six factors appear to influence the consideration and choice of brands within low-income consumers, and that each may act differently for each category and for each consumer. The study reveals that decision-making within low-income consumers assumes complex and specific contours, permeated by two vectors of opposite directions: the desire for quality, on one hand, and budget constraint, on the other. The notion that low-income consumers are brand-conscious cannot be generalized, since different motivations for decision making seem to exist for each category and / or groups of consumers.
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FERREIRA, RICARDO JOSÉ LODI. "LOW INCOME CONSUMERS AND THEIR EXTENDED SELF IN VEHICLES." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2017. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=30635@1.

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O crescimento do poder aquisitivo da população de baixa renda no Brasil e a consequente alta na demanda por veículos por este estrato da sociedade fizeram crescer o mercado automotivo brasileiro na primeira década dos anos 2000. A próxima relação que esses consumidores passaram a ter com seus veículos tornase, então, o objeto de estudo da presente pesquisa, que tem como principal base teórica a teoria de eu estendido desenvolvida inicialmente por Belk. O autor estipula que objetos de consumo se tornam extensões do Eu de consumidores, devido aos simbolismos que carregam e representam. O objetivo final do estudo, portanto, é entender quais são os significados atribuídos por consumidores de baixa renda a seus carros e como os mesmos são representados como uma extensão do Eu desses indivíduos. Para isso, foram feitas entrevistas emprofundidade com consumidores de baixa renda da cidade do Rio de Janeiro possuidores de carros de passeio. A partir das entrevistas, foi possível a analisar a relação entre esses indivíduos e seus carros como uma extensão de si e, assim, chegar a algumas conclusões.
The growth of the purchasing power of the low-income population in Brazil and the consequent increase on the demand for vehicles by this stratum of society made the Brazilian automotive market grow in the first decade of the 2000 s. The close relationship that these consumers began to have with their vehicles is the object of the present study, which has as its main theoretical base the theory developed initially by Belk. The author stipulates that consumption objects become extensions of one s self because of the symbolism it carries and represents. The main objective of the study, therefore, is to understand what are the meanings attributed by low-income consumers to their cars and how such vehicles are represented as an extension of the Self of these individuals. For this, in-depth interviews were conducted with low-income consumers in the city of Rio de Janeiro who owned cars. Based on the interviews, it was possible to identify the relationship between these individuals and their cars and, thus, come to some conclusions.
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ROCHA, THIAGO PEREIRA MATTOS. "FOOD PURCHASING BY LOW-INCOME CONSUMERS: BEHAVIORS IN THE SUPERMARKET." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2011. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=19268@1.

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Alguns trabalhos já foram realizados sobre a compra de alimentos por consumidores de baixa renda (Grossi, Motta e Hor-Meyll, 2008; Parente, Barki e Kato, 2005). Entretanto, tais trabalhos foram conduzidos com base em relatos feitos a posteriori pelos consumidores. Este estudo, de caráter exploratório, procurou melhor conhecer o comportamento desses consumidores no ponto de venda. Inicialmente, foi feita observação dos trajetos e comportamentos dos consumidores em mercados localizados em quatro bairros de baixa renda per capita na cidade do Rio de Janeiro. O comportamento dos consumidores, incluindo reações durante a compra, comparações entre opções disponíveis, hesitações, demora para escolher e trocas realizadas, foi observado. Em seguida, esses consumidores foram entrevistados, com temas envolvendo a formulação de sua lista de compras e sobre os comportamentos observados durante a compra. O estudo revelou que, apesar da forte influência que a restrição de renda impõe ao processo de compra de alimentos, outros fatores também parecem ajudar a explicar sua tomada de decisão no ponto de venda. Das observações realizadas e do discurso dos informantes sobressaíram influências ligadas ao ambiente do mercado, à relação dos consumidores com as marcas disponíveis e ao risco percebido por esses consumidores.
Some studies focused on food purchase by low-income consumers have been published in the last years (Grossi, Motta e Hor-Meyll, 2008; Parente, Barki and Kato, 2005). However, these studies were based in data collected after the purchase and provided by consumers. This exploratory study aimed to increase understanding of low-income consumers behavior at the point of sale. Initially, consumer routes and behaviors in four supermarkets located in low-income areas in Rio de Janeiro were observed and noted. Then, those consumers whose purchase paths had been observed answered questions about shopping list formulation, behavior in store, decisions made in store, hesitation in making some choices. The results show that, beside the fact that income constraint played an important role in food purchasing, other factors help to understand decision making in supermarkets by low-income consumers. From observation and interviews emerged influences related to store environment, to how available brands are perceived and to the risk perceived by consumers at the bottom of the economic pyramid.
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JULIO, LUIZ FELIPE FELTRIM. "SYMBOLISMS ASSOCIATED WITH THE SUPPLEMENTAL HEALTH SERVICE BY LOW INCOME CONSUMERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2017. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=30625@1.

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O mercado da saúde privada no Brasil vem se transformando nos últimos anos. Ao mesmo tempo que se observou um importante crescimento do número de vidas atendidas por planos de saúde privados, houve também uma concentração de mercado em operadoras e prestadores de serviço de saúde. O crescimento no número de vidas cobertas por planos privados de saúde teve em seu principal motivo uma penetração nas camadas da população de média e baixa renda, motivados tanto pela formalização do emprego, por ser o Plano de Saúde como um dos principais benefícios concedidos pelo empregador, como também pelo aumento real da renda do trabalhador, por meio da qual ele também passa a adquirir um plano de saúde. Considerando a notoriedade de que a saúde pública brasileira carece de um melhor atendimento, não sendo a primeira opção entre os portadores de planos de saúde, esse estudo exploratório teve o intuito de analisar os simbolismos associados ao serviço de saúde suplementar por consumidores de baixa renda. Para isso, foram realizadas 21 entrevistas em profundidade com consumidores de baixa renda que possuem ou possuíram planos de saúde. A análise dos dados discute os sentimentos e simbologias associados à posse de um plano de saúde e seu status social associado ao plano de saúde, a valorização das empresas que oferecem planos de saúde entre seus benefícios corporativos e a comparação entre os planos de saúde e os serviços públicos de saúde. A partir de tal análise, foi possível chegar a algumas conclusões.
The private health market in Brazil has been changing in recent years. At the same time as there was a significant increase in the number of lives served by private health insurance, there was also a market concentration in private health plans and providers. The growth in the number of lives covered by private health plans had in its main motive a penetration in the layers of the population of middle and low income, motivated by both the formalization of employment, being the Health Plan as one of the main benefits granted by the employer, but also by the real increase in the worker s income, where he also starts to personally acquire health plan. Considering the notoriety that the Brazilian public health needs a better service, not being the first option among health plan holders, this exploratory study had the purpose of analyzing the symbolisms associated with the supplementary health service by low income consumers. For this, 21 in-depth interviews were conducted with low-income consumers who have or have had health insurance plans. Data analysis discusses the feelings and symbologies associated with the possession of a health plan and its social status associated to the health plan, the appreciation of the companies that offer health plans as one of their corporate benefits and the comparison between the private health plans and the Public health services. From this analysis, it was possible to reach some conclusions.
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MALBURG, LUIZA SICUPIRA. "IMPLICATIONS OF PERSONAL CREDIT USE ON HOUSEHOLD BUDGET OF LOW INCOME CONSUMERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2010. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=16210@1.

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O presente trabalho investiga a utilização do crédito concedido à população de baixa renda e o comportamento dos membros dessa população diante da necessidade de gerir endividamentos. O estudo se concentra na dificuldade - atestada pelo IBGE - desses consumidores chegarem ao final do mês com seus pagamentos em dia e com recursos para satisfazer as necessidades básicas de consumo. O estudo se desenvolve por meio de entrevistas qualitativas, com as quais explora a experiência e vivência do consumidor de baixa renda durante o processo de empréstimo e gerenciamento das dívidas. As entrevistas - gravadas e transcritas - produzem dados que são utilizados para identificar tanto os temas relacionados ao endividamento quanto a problemática associada aos consumidores tais como negociação de dívidas, acúmulo de dívidas, compulsividade na utilização de cartões de crédito, controle de gastos e outros mais. O estudo mostra que, apesar da oferta de crédito para a população de baixa renda vir sofrendo uma significativa expansão ao longo dos anos, ela causa transtornos para pessoas que utilizam o crédito sem planejamento rigoroso de seus gastos. Enquanto a maior oferta pode vir a desempenhar um papel estratégico no alívio da pobreza das classes menos favorecidas, a utilização do crédito ainda revela dificuldades decorrentes da manipulação, implícita ou explícita, por parte das instituições que operam nesse mercado. Além de outros resultados, o estudo salienta a necessidade de conscientização e esclarecimento em relação à utilização do crédito e a adoção de valores mais razoáveis tanto com relação aos juros referentes à quitação das dívidas quanto pelos objetivos para os quais os empréstimos são concedidos.
This document is a survey on the use of credit available to low income class in Brazil, and about the behavior of these consumers in managing their debts. The study focus on the difficulty - confirmed by IBGE (the Brazilian Institute for Geography and Statistics) - this population has to get to the end of the month with their bills duly paid and still have enough resources to provide their basic needs. The study has been developed using qualitative interviews to explore the experience and the way the low income consumer faces the process, from borrowing money to the management of the debt. These interviews, recorded and transcript, produced data used to identify subjects related to indebtedness, accumulation of debt, compulsive use of credit cards, as well as the control of expenses and some others. The research shows that, in spite of the significant expansion on the offer of credit to the low income population along the years, it is a cause of trouble for people that use credit without planning carefully their expenses. While, on one hand, the larger offer of credit may play a strategic role in relieving the poverty effects in the less fortunate classes, on the other, using what could be a benefit remains difficult due to the manipulation practices that, explicit or implicitly, credit institutions operating in this sector commonly use to make business. Besides other outputs, the current study points out the need for the taker to be more conscious and to get clarification on the use of credit, but also on the adoption of more reasonable interest rates related to payment term, as well as on a careful previous analysis by the financial institution on the objectives for which the money is being lent.
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Gbadamosi, A. "An exploratory analysis of low-income women consumers and their consumption of 'low involvement' grocery products." Thesis, University of Salford, 2008. http://usir.salford.ac.uk/26689/.

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In view of the diversity that exists among consumers, this study argues the importance of focusing on just one sub-group of consumers. Therefore, the study aims to explore the attitudes, motivations, and purchase behaviour of low-income women consumers to 'low-involvement' products. More specifically, the adopted methodology comprises of a focus group discussion followed by thirty semi-structured interviews. Findings suggest that low-income women consumers engage in habitual purchasing and are not loyal to brands of grocery products. However, they often buy stores' own value-range brands as they believe that these products are similar to manufacturers' brands. They do not perceive price to be an indication of quality, rather they attribute basic differences between the stores' own value-range and manufacturers' brands as 'expensive packaging' and the popularity of the brand name. Value for money was revealed as a key motivation underlying their purchasing of grocery products. Consequently, they are very sensitive to sales promotions and actively engage in making comparisons between the promotions in different stores within their locality. The implications of the study are twofold. Firstly, this research challenges the common assumptions within the consumer behaviour literature that all grocery products are low-involvement. Hence, generalisation in consumer behaviour without due reference to the contextual factors identified among low-income women consumers provides a limited understanding of their decision making and purchase behaviour. Secondly, from a marketing perspective, the study supports the importance of segmentation/targeting with regard to the design of appropriate sales promotion techniques for targeting low-income consumers.
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BARBOSA, PAULA MARIA BARRETO. "PROFITABILITY IN PREPAID MOBILE PHONE SERVICES IN BRAZIL: OPPORTUNITIES WITH LOW INCOME CONSUMERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2007. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=11410@1.

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A estratégia utilizada pelas operadoras de telefonia móvel no Brasil nos últimos anos, levou estas empresas a um grande crescimento, porém prejudicou a rentabilidade de sua operação, como acontece regularmente em novos mercados. Desta forma, é importante que elas procurem novas alternativas para reformular sua trajetória de crescimento, adaptando-se a um ambiente mais estável. Historicamente, o relacionamento com o segmento de clientes pré-pagos foi pouco explorado por estas empresas, embora ele represente mais de 70% da base de todas as operadoras. Assim, é possível verificar um grande potencial para as empresas no incremento das ações de relacionamento com os clientes pré-pagos, pouco exploradas até hoje. Porém, para estruturar estas ações, é preciso que as empresas conheçam melhor o comportamento de consumo dos clientes deste segmento. Apesar de recentemente a literatura de marketing apresentar maior quantidade de estudos relacionados a este público, é comum que os profissionais da área ainda encontrem dificuldades em entender com clareza os aspectos que modelam a motivação de consumo destes clientes, dada a grande disparidade entre essas realidades no Brasil. (Motta e Muller, 2007). Este trabalho realiza uma análise no setor brasileiro de telefonia móvel, verificando os principais aspectos no comportamento dos clientes pré-pagos que podem ser considerados pelas empresas provedoras deste serviço para a formatação de ações viáveis de relacionamento capazes de proporcionar rentabilização em seus resultados. Foram realizadas entrevistas com clientes de serviços pré- pagos das principais operadoras brasileiras buscando esclarecer aspectos de motivação de consumo e expectativas deste público em relação à prestação do serviço. Os resultados apontaram para um comportamento bastante diferenciado em relação a clientes com menor restrição orçamentária e a adequação de algumas das ações realizadas de modo ainda incipiente pelas operadoras, o que pode sustentar a necessidade de direcionamento de novos investimentos.
The strategy adopted by mobile phone operators in Brazil in recent years brought about great growth to these companies. However, it harmed their operation yield levels, and hence it is important that they seek new alternatives to rethink their trajectory of growth, fitting to an already established market. Historically, the relationship with prepaid customers was little explored by these companies, even though the segment represents more than 70% of the client base of all operators. Therefore, it is possible to verify a great potential in relationship building with these customers. However, to structure these actions, it is necessary to have a better knowledge of the consumption behavior of the prepaid segment. Despite the fact that the recent literature in marketing presents a greater amount of studies related to this public, it is still common for professionals in this field to find difficulties in understanding the aspects that shape consumption motivation of prepaid customers, given the great disparity between these realities in Brazil. (Motta and Muller, 2007). The present work intends to perform an analysis of the Brazilian mobile phone sector, verifying the main aspects of prepaid costumer`s behavior which can be considered by the companies operating this service in designing viable relationship actions, capable of generating greater yield. Interviews with customers of prepaid services of the main Brazilian operators have been executed aiming to clarify some aspects of consumption motivation and expectations of this segment. The results point out a differentiated behavior compared to customers with less budgetary restrictions and the adequacy of some of the incipient actions carried out by the operators, which can support the necessity of new investments in this area.
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CUNHA, VINICIUS LOPES DA. "A STUDY ABOUT THE PREFERENCES OF LOW-INCOME CONSUMERS BETWEEN TWO RETAIL ENVIRONMENTS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2015. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=25451@1.

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O aumento do poder de compra das populações de mais baixa renda no Brasil fez as empresas perceberem a força consumidora desses indivíduos e a necessidade de se criar estratégias específicas para atender esse novo público-alvo, em vez de apenas adaptar as que eram utilizadas para as classes mais elevadas. Um setor que tem se voltado a esse segmento é o varejista. Historicamente, polos comerciais de rua (também conhecido como calçadões) sempre foram voltados a ele. Mas, de um tempo para cá, shopping centers também têm percebido o potencial de consumo desses indivíduos, oferecendo estrutura e conforto melhores do que os tradicionais calçadões. Apesar dos shoppings terem ofertas mais atrativas, consumidores de baixa renda continuam a frequentar e comprar significativamente nos calçadões. O presente estudo busca desvendar os motivos para esses consumidores ainda fazerem compras nos calçadões, em vista de haver shoppings próximos com mais conforto. Para isso, foram feitas entrevistas em profundidade com consumidores de baixa renda frequentadores de um calçadão do Rio de Janeiro. A partir das entrevistas, foi possível identificar aspectos que levam esses consumidores a preferirem calçadões a shoppings, entre eles a questão do preço das mercadorias, embora nem sempre exista diferença entre produtos no calçadão e nos shoppings.
The increase in purchasing power of the lower-income population in Brazil highlighted the consumption strength of this new consumer group and changed the view companies had towards them and stressed the need to create specific strategies instead of simply adapting the existing knowledge focused on upper class consumers. A key sector facing this challenge is the retail business. Historically, street retail (also known in Brazil as calçadões ) has been focused on this segment. Recently, however, shopping centers have also perceived the potential coming from this consumer group and started to offer them improved infrastructure and comfort in comparison to the traditional street retail. In spite of this more attractive consumption environment, low-income consumers continue to shop in street retail stores. This study aims to understand the motivations that lead consumers to prefer shopping in the traditional street stores instead of nearby shopping centers that offer a planned environment, with more structure and with the same stores. To achieve this objective, in depth interviews were conducted with low-income consumers of a street retail area in Rio de Janeiro. From these interviews several aspects, such as price difference, were identified even in situations where this discrepancy does not exist.
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11

Michel, Patricia Marie. "Food label reading habits of low-income women and women from the general population." Thesis, This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-07292009-090255/.

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12

RANGEL, LUCIANA BELLINI. "AFFECTIVE ANSWERS FROM LOW-INCOME CONSUMERS TO INVOLUNTARY LOSSES OF BENEFITS AND SYMBOLIC POSSESSIONS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2017. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=33534@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
Este estudo busca identificar respostas afetivas decorrentes de perdas involuntárias de posses simbólicas de indivíduos de baixa renda que no período de 2003 a 2013 ascenderam socialmente, identificando-se como integrantes da classe média brasileira. Esses consumidores, em decorrência de crise econômica, sofreram perdas simbolicamente importantes que afetaram a constituição de parte do seu eu. Partindo da compreensão de que perdas de posses simbólicas extrapolam a simples privação material e estendem-se à construção de uma identidade adquirida, o trabalho propõe que respostas afetivas diante de perdas involuntárias estabelecem forte relação com as fases identificadas por Kübler-Ross (2000): negação, raiva, barganha, depressão e aceitação. Foram entrevistados doze consumidores que haviam ascendido socialmente e, recentemente, foram atingidos pela crise econômica, tendo sofrido abalos consideráveis em sua construção do eu. As entrevistas fenomenológicas foram conduzidas e interpretadas como proposto por Thompson, Locander e Pollio (1989; 2015). As fases de reação à perda ficaram evidentes nas experiências vividas pelos entrevistados, contribuindo para o entendimento de como perdas de posses simbólicas assemelham-se à morte da identidade e afetam o eu e sua extensão. A abordagem de Kubler-Ross (2000) procurou preencher lacuna teórica identificada por Black, (2011) e por Smyczek e Glowik (2011) com relação aos efeitos da perda no comportamento do consumidor.
This study seek to identify affective answers due to involuntary losses of symbolic possessions of low-income people who socially ascended in the period from 2003 to 2013 identifying themselves as members of the Brazilian middle class. Due to the economic crisis, these consumers suffered symbolically significant losses that affected the constitution of part of their self. Starting from the understanding that those losses go beyond simple material deprivation and extend to the construction of an acquired identity, the work proposes that affective responses to involuntary losses stablish a strong relationship with the phases identified by Kubler-Ross (2000): denial, anger, bargaining, depression and acceptance. Twelve consumers who had risen socially and also were recently hit by the economic crisis were interviewed, having suffered considerable upheavals in their construction of the self. The phenomenological interviews were conducted and interpreted as proposed by Thompson, Locander and Pollio (1989 – 2015). The phases of reaction to loss were evident in the experience lived by the interviewees, contributing to the understanding how losses of symbolic possessions resemble the death of the identity also affect the self and its extent. Kubler-Ross s (2000) approach sought to fill the theoretical gap identified by Black (2011) and Smyczeck and Glowick (2011) regarding the effects of loss on consumer behavior.
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13

Madikiza, Sandi. "Cellphone banking adoption and its impact on the transactional behaviour of low income consumers." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24690.

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This aim of this study was to establish if individual characteristics have an impact on the adoption of cellphone banking amongst low-income (Mzansi) consumers. The second component of the study then set out to assess the impact that cellphone banking adoption has on the financial behaviour of these consumers. This data was obtained using the data mining technique. Data from one of the local banks was extracted and analysed. In addition to using descriptive statistics, the ANOVA was used. The ANOVA is an inferential statistical method. It establishes whether there is a relationship with the defined variable and the adoption of cellphone banking. Race, age, income, gender, number of bank products and channel of registration where the variables that were analysed. With the exception of age, no other variable had an impact on adoption for both Mzansi customers as well as the entire base. The subsequent post adoption behaviour analysis that was conducted identified some key behaviour changes. Consumers who adopted cellphone banking significantly increased (>300%) their demand of prepaid products. Secondly, the demand for cash amongst adopters was lower than the demand from non-adopters which could signal a shift towards cashless solutions. And finally, the cellphone banking adopters were found to perform more transactions prior to adoption when compared to non adopters thereby demonstrating a higher need for a mobile banking solution. Copyright
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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14

Jere, Mlenga Golden. "Advertising to low-income consumers: portrayals of women in Drum magazine advertisements 1981-2010." Doctoral thesis, University of Cape Town, 2011. http://hdl.handle.net/11427/10974.

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This research examines the portrayal of women as message sources in advertisements appearing in Drum magazine 1981-2010, an important time period that captures South Africa's transition from Apartheid rule to a time when the equality of women has been recognised more formally.
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15

Koonce, Joan Carol. "Selected financial management attitudes and behaviors of low income elderly consumers : an exploratory study /." The Ohio State University, 1988. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487594970650291.

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16

Jacobs, Glenda. "Materialism and indebtedness of low income consumers : a survey based on South Africa's leading catalogue retailer." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/1022.

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Thesis (MDevF (Business Management))--University of Stellenbosch, 2010.
ENGLISH ABSTRACT: In the realm of consumer behaviour research, discussions regarding materialism – commonly defined as the desire to consume – indebtedness and low-income consumerism have become almost unavoidable. This is to be expected in a society where spending patterns are constantly evolving, levels of indebtedness are steadily increasing and interest in the so-called ‘bottom of the pyramid’ consumers has been heightened. In South Africa, studies have found changes in consumption and credit usage to not only be significant, but also particularly relevant amongst low-income consumers. While this changing culture of consumption has been widely acknowledged, there has been little empirical research on consumer behaviour in South Africa and even less on low-income consumerism. For this reason a study was developed, which sought to explore the relationship between materialism and indebtedness among a sample of low-income, instalment paying consumers of South Africa’s leading catalogue retailer. Through use of a mailed self-completion survey questionnaire, consumers of the targeted retailer were asked to indicate their level of materialism, as measured using a materialism scale, and to report their level of indebtedness, measured as the number of retail store accounts held. In addition, key demographic data, consisting of the respondents’ age, gender and monthly income, was drawn from the retailer’s database. Using this data the study assessed whether (i) the sampled consumers displayed strong characteristics of materialism and (ii) whether materialism is a significant variable in predicting the sampled consumers’ propensity for incurring debt. Data analysis techniques applied in this study included tests to measure the reliability of the materialism scale as well as a variety of descriptive and inferential statistical tools, designed to identify relationships in the collected data. Using these techniques, this study found that sampled low-income consumers are indeed highly materialistic, with levels of materialism observed in this study being significantly higher than in a previous materialism study where a low-income earning consumer sample was used. Regarding levels of indebtedness, regression and correlation analysis performed suggested the presence of statistically significant relationships between consumers’ levels of indebtedness and each of the demographic variables of age and gender. However, materialism and monthly income was not found to be significant variables in determining a consumer’s level of indebtedness. While the decision to delineate this study based on the consumers of one particular retailer limits the extent to which findings can be generalised to the larger South African population, the results do provide a number of important insights, which contributes to the scant body of literature on low-income consumer behaviour in this country.
AFRIKAANSE OPSOMMING: Op die navorsingsveld oor verbruikersgedrag het die gesprek rondom die voorkoms van materialisme (wat gewoonlik gedefinieer word as die behoefte om te verbruik), verbruikersdruk en die skuldlas onder lae inkomstegroepe byna onvermydelik geword. Dit is te verwagte in ’n samelewing waar bestedingspatrone voortdurend ontwikkel, skuldlasvlakke aan die groei is en die belangstelling in verbruikers op die onderste vlak van die sogenaamde piramide verskerp het. Studies in Suid-Afrika dui aan dat, onder lae inkomste verbruikers, die verskille in verbruikersgedrag en kredietgebruik nie net opvallend nie maar ook besonder ter saaklik is. Hoewel die verandering in verbruikerskultuur rondom besteding reeds wyd beskryf is, is daar nog nie veel empiriese navorsing oor verbruikersgedrag gedoen nie – en nog minder onder lae inkomstegroepe. Dit is om hierdie rede dat ’n studie ontwerp is om die verhouding tussen materialisme en skuldlas te ondersoek onder ’n steekproef van lae inkomste huurkoopverbruikers van Suid-Afrika se grootste kataloguskleinhandelaar. Daar is gebruik gemaak van ’n vraelys vir die opname, wat aan die verbruikers gepos is en deur hulle ingevul is. Verbruikers is gevra om die vlak van hul materialisme aan te dui, soos gemeet volgens die gebruik van ’n skaal of maatstaf vir materialisme; en om hul skuldlas weer te gee, gemeet aan die aantal rekeninge wat hulle by kleinhandelwinkels het. Belangrike demografiese data, soos die respondente se ouderdom, geslag en maandelikse inkomste, is verkry uit die kleinhandelaar se databasis. Hierdie data is gebruik om te bepaal, (i) of die steekproefverbruikers ’n sterk neiging tot materialisme toon, en (ii) of materialisme ’n beduidende rol speel in die voorspelbaarheid van die mate waartoe die steekproefverbruikers hulle aan skuld sal blootstel. Tegnieke wat in die studie gebruik is vir data-analise sluit toetse in wat die betroubaarheid van die maatstawwe vir materialisme meet, asook ’n aantal beskrywende en afleibare statistiese metodes wat ontwerp is om verhoudings in die versamelde data te identifiseer. Deur die gebruik van hierdie tegnieke het die studie gevind dat hierdie steekproef van lae inkomste verbruikers inderdaad hoogs materialisties is, en dat die vlakke van materialisme wat waargeneem is, beduidend hoër is as wat gevind is in ’n vorige studie onder ’n steekproef van lae-inkomste verbruikers. Met betrekking tot skuldlasverpligtinge, het die regressie- en korrelasie-analise wat gedoen is die bestaan van statisties beduidende verhoudinge tussen verbruikers se skuldlasvlakke en die demografiese veranderlikes van ouderdom en geslag aangedui. Daar is egter gevind materialisme en maandelikse inkomste is nie beduidende veranderlikes in die bepaling van ’n verbruiker se skuldlas nie. Hoewel die ontwerp van hierdie studie om verbruikers van slegs ’n enkele kleinhandelaar in te sluit ’n beperking plaas op die toepasbaarheid van die bevindinge op die wyer Suid-Afrikaanse bevolking, het die resultate ’n aantal belangrike insigte verskaf wat bydra tot die klein hoeveelheid bestaande literatuur oor lae inkomste verbruikersgedrag in die land.
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17

Sparks, Andrea Leigh. "Measuring food deserts : a comparison of models measuring the spatial accessibility of supermarkets in Portland, Oregon /." Connect to title online (Scholars' Bank), 2008. http://hdl.handle.net/1794/7863.

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18

Giwe, Mbunwe Belter. "Factors affecting the usage of banking products and services by low income and under-banked consumers." Thesis, Nelson Mandela Metropolitan University, 2015.

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A fundamental idea of this study was that the formal financial institutions have an essential role to play in the process of assisting financial inclusion of South Africa's low income and under-banked consumers. Financial inclusion is important for consumers to have access to affordable basic financial products and services. An increase in the number of financially included consumers is important for growth of home ownership, positive savings habits among low income consumers and mitigating risks with insurance products. Consumers have access to financial products and services but are not equipped with the basic knowledge to fully benefit from the use of these financial products and services. As a result, the construct of financial inclusion and the measures being taken by South African financial institutions to optimise financial inclusion was investigated in this study. There is a broad consensus that under-banked consumers face a myriad of factors that may prevent them from having effective access and usage of banking products and services. The effective usage of banking products and services not only promotes an inclusive society but also consumers' ability to take full advantage of the benefits of having access to suitable financial products and services. The influence of these factors on the usage of banking products and services by low income and under-banked consumers was under investigation in this research study. The influence of these factors on the usage of banking products and services by low income and under-banked consumers was under investigation in this research study. To achieve this, the researcher identified a number of factors that have a relationship with usage. These include Financial Awareness, Trust, Fees, Simplicity and Appropriateness of banking products and services. Consumers' usage of banking products and services were tested using primary data collected from low income and under-banked consumers in the NMB. This study only focused on five influencing factors. The investigation of other possible factors contributing to the usage of banking products and services is necessary. Making use of a larger sample and an improved model with other pertinent influencing factors might bring to light the significant factors involved in the decisions made by consumers in the usage of banking products and services. The significant factors presented in this study reveals that of the five proposed relationships, only two were found to be significant (Financial Awareness and Appropriateness). The findings of the study show that the usage of banking products and services can be increased through increased Financial Awareness about various available banking products and services, changing the unrealised need of the consumers into a realised need for banking and providing affordable products and services for various sections of the population. Appropriateness also reported a positive significant influence on Usage. This means that consumers are likely to access their bank account at different locations. With banking institutions offering products and services that meet their needs, consumers can achieve their financial goals and improve lifestyles by doing all transactions via the bank account and having more control over their personal financial affairs. Recommendations where suggested based on the empirical results to help improve the banking institutions ways of attracting and retaining consumers to effectively use their products and services. It was recommended that banking institutions should tailor their marketing campaigns towards low income and under-banked consumers in order to improve the level of financial awareness of consumers about banking products and services they consume. Seek to improve their communications strategies by adopting techniques that effectively transmits their ideas between the banking institutions and low income and under-banked consumers. And also focus should be on the creation of innovative design systems to ensure that banking products and services will effectively address the needs of low income and under-banked consumers.
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19

Allan, Meredith Leigh. "Price versus brand : assessing the role of price and brand in low-income consumer decision-making." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/86272.

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Thesis (MComm)--Stellenbosch University, 2014.
ENGLISH ABSTRACT: Growing competition, fuelled by globalisation, has increased the number of alternatives across almost all product categories, leaving consumers overloaded with information and overwhelmed for choice. Brand and price represent two cues that have been found to influence consumer decision-making and which can be used in marketing strategies to create value, and differentiate from competitors in this increasingly competitive climate. Responding to the misconceptions surrounding the decision-making of individuals classified in the low-income market segment, and in light of the significance of Bottom of Pyramid (BOP) supported by Prahalad (2002), this study was undertaken to assess the perceived importance of price and brand in low-income consumers’ decision-making process, and thereby examine the effect of different prices and brands on low-income consumers’ product preference. Primary causal research using a choice-based conjoint (CBC) analysis was conducted on a judgement sample of black female adults. A total of 209 questionnaires were completed through fieldwork of personal interviews in informal settlements in Gauteng. The study used a 5 price presentation (R18.99; R24.99; R28.99; R33.99; R42.99) by 5 brand presentation (Ace, Iwisa, White Star, Mnandi, Ritebrand) between-subjects design in the maize meal product category. The hierarchical Bayes procedure and multinomial logit model were used to analyse the primary data. Results of the descriptive and inferential analysis of the CBC showed that brand was perceived as more important, attributing to 65 per cent of low-income consumers’ decision-making process, opposed to the 35 per cent attributed to price, and that prices and brands had varying effects on low-income consumers’ purchase probabilities. Although lower prices did have higher perceived utilities, the price-sensitivity of low-income consumers was found to be less influential at lower price ranges, suggesting the stronger influence of brand and brand associations on their evaluation of alternatives. Familiar brands (White Star, Ace and Iwisa) were seen to positively influence low-income consumers’ purchase probability by reducing perceived risk, further enhanced by brand credibility as found with Iwisa (which indicated consistent quality) resulting in higher purchase probability. Unfamiliar brands (Mnandi and Ritebrand) were perceived as having low levels of utility, attributed to higher levels of perceived risk and unclear quality inferences. The research conclusions, drawing from secondary research, proposed a model of low-income consumer decision-making that is influenced by various factors, including aversion to loss, and the desire to satisfy aspirations. Varying levels of brand knowledge, brand quality and credibility as well as symbolic value attached to different brands as perceived by low-income consumers, are argued to influence both individuals’ aversion to loss, as well as their aspirational desires, and thus influence the decision-making process. Price and price–quality inferences, brand familiarity, brand–quality inferences, psychological factors and those surrounding the purchase context were found to have influence over the decision-making process of individuals within this market segment. Managerial recommendations emphasise the significance of the BOP as a viable market segment, warn marketers of low-cost pricing strategies, and discuss the importance of employing value-based strategies and leveraging brand to attract, satisfy and retain consumers in this market segment. Managers are challenged to find a balance between perceived quality and reliability and affordable price, in order to operate successfully in the low-income market and offer effective value propositions that provide customer satisfaction while allowing for sustained sales and profits for the firm.
AFRIKAANSE OPSOMMING: Groeiende mededinging, gedryf deur globalisering, het die aantal alternatiewe in byna alle produkkategorieë laat toeneem, wat verbruikers oorlaai met inligting en oorweldig met keuses. Handelsmerk en prys verteenwoordig twee leiseine wat verbruikersbesluitneming beïnvloed en wat gebruik kan word in bemarkingstrategieë om waarde te skep, en 'n produk van sy mededingers te onderskei in hierdie toenemend mededingende klimaat. In reaksie op die wanopvattings omtrent die besluitneming van individue wat in die lae-inkomste-marksegment geklassifiseer word, en in die lig van die betekenisvolheid van die Bodem van die Piramide (BOP) soos ondersteun deur Pralahad (2002), is hierdie studie onderneem om die waargenome belangrikheid van prys en handelsmerk in lae-inkomste-verbruikers se besluitnemingsproses te assesseer, en sodoende die effek van verskillende pryse en handelsmerke op lae-inkomste-verbruikers se produkvoorkeure te ondersoek. Primêre kousale navorsing deur 'n keusegebaseerde saamgevoegde analise ("choice-based conjoint analysis" of CBC) is uitgevoer op 'n oordeelsteekproef van swart, vroulike volwassenes. 'n Totaal van 209 vraelyste is voltooi deur middel van veldwerk in die vorm van uit persoonlike onderhoude in informele nedersettings in Gauteng. Die studie het 'n tussensubjekte-ontwerp gebruik met 'n 5-prys-aanbieding (R18.99; R24.99; R28.99; R33.99; R42.99) teenoor 'n 5-handelsmerk-aanbieding (Ace, Iwisa, White Star, Mnandi, Ritebrand) in die mieliemeel-produkkategorie. Die hiërargiese Bayes-prosedure en multinomiale logitmodel is gebruik om die primêre data te ontleed. Die resultate van die beskrywende en inferensiële analise van die CBC het gewys dat handelsmerk as meer belangrik waargeneem word, met 65 persent van lae-inkomste-verbruikers se besluitnemingsproses wat daaraan toegeskryf kan word, in vergelyking met 35 persent aan prys. Verder het pryse en handelsmerke wisselende effekte op lae-inkomste-verbruikers se aankoopwaarskynlikhede gehad. Alhoewel laer pryse hoër waargenome bruikbaarhede gehad het, is daar gevind dat die pryssensitiwiteit van lae-inkomste-verbruikers minder invloedryk is in laer prysklasse, wat dui op die sterker invloed van handelsmerke en handelsmerkassosiasies op hulle evaluering van die verskillende alternatiewe. Bekende handelsmerke (White Star, Ace en Iwisa) het lae-inkomste-verbruikers se aankoopwaarskynlikheid positief beïnvloed deur waargenome risiko te verlaag. Hierdie verskynsel is verder versterk deur handelsmerkgeloofwaardigheid, soos gesien by Iwisa (wat konsekwente gehalte aangedui het), wat lei tot hoër aankoopwaarskynlikheid. Onbekende handelsmerke (Mnandi en Ritebrand) is waargeneem as laag in terme van bruikbaarheidsvlakke, wat toegeskryf kan word aan hoër vlakke van waargenome risiko en onduidelike afleidings omtrent gehalte. Die navorsingsgevolgtrekking, wat op grond van sekondêre navorsing gemaak is, stel 'n model van lae-inkomste-verbruikersbesluitneming voor wat deur verskeie faktore beïnvloed word, insluitend 'n afkeer van verlies en die begeerte om aspirasies te bevredig. Wisselende vlakke van handelsmerkkennis, handelsmerkgehalte en -geloofwaardigheid, asook die simboliese waarde wat aan verskillende handelsmerke geheg word soos waargeneem deur lae-inkomste-verbruikers, beïnvloed sowel individue se afkeer van verlies as hulle aspirasionele behoeftes, en beïnvloed dus die besluitnemingsproses. Daar is gevind dat afleidings omtrent prys, prys teenoor gehalte en handelsmerk teenoor gehalte, handelsmerkbekendheid, sielkundige faktore en faktore vanuit die aankoopkonteks 'n invloed het op die besluitnemingsproses van individue binne hierdie marksegment. Bestuursaanbevelings beklemtoon die belangrikheid van die BOP as 'n lewensvatbare marksegment, waarsku bemarkers teen laekoste-prysingstrategieë, en bespreek die belang daarvan om waardegebaseerde strategieë te gebruik en handelsmerke te hefboom om verbruikers in hierdie marksegment te lok, te bevredig en te behou. Bestuurders word uitgedaag om 'n balans te vind tussen waargenome gehalte en betroubaarheid en bekostigbare pryse, ten einde suksesvol in die lae-inkomstemark te funksioneer en doeltreffende waardeproposisies te bied wat verbruikersbevrediging verskaf, maar steeds ruimte laat vir volgehoue verkope en winste vir die firma.
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20

Parnell, Winsome R., and n/a. "Food security in New Zealand." University of Otago. Department of Human Nutrition, 2005. http://adt.otago.ac.nz./public/adt-NZDU20070426.162526.

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There was growing concern in New Zealand in the 1990�s that Food Security: access by all people at all times to enough food for an active healthy life, was not being achieved, despite an abundant food supply. A study of a convenience sample of 40 families with children (58 adults and 92 children) whose sole income was a government welfare benefit was undertaken. Two-thirds of these households regularly relied on a limited variety of food; one-half did not have a sufficient amount of food because of lack of money and outstanding debts. Over the previous year two-thirds had sourced food from a food bank and one-third had been gifted food from friends or relatives. Women�s intakes were compromised regularly but not children�s. All of the women experienced worry about feeding their household. One-fifth were overweight and over 40% obese despite low reported daily energy intakes (median (SE) 5.7 (0.5) MJ) compared to national data. Six repeated 24-hour diet recalls collected randomly over a two-week period enabled calculation of usual daily intake and the prevalence of inadequate intake for eight micronutrients which were disturbingly high. The children�s growth patterns compared favourably with US population percentiles. The National Nutrition Survey (NNS97) allowed the adaption of eight questions--developed by Reid using qualitative methods--to eight indicator statements about food security to be addressed by each participant on behalf of them or their household. Prevalence was significantly higher (p<0.05) for females compared to males for the majority of indicator statements among New Zealand European and Others (NZEO) and Maori. NZEO reported the most food security; Pacific people reported the least and Maori fell between the two. There was a significant increasing linear trend of food security with age (p<0.001) after adjusting for gender. Rasch analysis was performed on 1868 households where participants reported some food insecurity. The responses were ranked according to the proportion and ordering of their positive responses to eight indices of food security, achieving reliability (Cronbach�s Alpha) close to the conventionally accepted level of 0.7. The eight indices were ranked on the same scale; the minimum score -1.66 was achieved by the index �use special food grants/banks� (the index least reported and most severe) and the maximum score 1.86 was achieved by the index �variety of foods eaten limited� (the index most reported and least severe). Categories of food security were assigned using scale cut points: �fully/almost fully food secure�; �moderate food security�; �low food security�. Category status was associated with consumption of recommended number of daily serves of fruit, vegetables, fruits and vegetables, consumption of leaner meats, fatty meats and daily serves of bread. By ANOVA and controlling for sex, ethnicity, Index of Deprivation, urban/rural location, age, level of education, income, and household size, category of household food security was associated with the level of daily intake of total fat, saturated, monounsaturated and polyunsaturated fat, cholesterol, glucose, fructose, lactose, vitamin B6, vitamin B12, and vitamin C. Dietary data were from the primary 24-hour diet recall of respondents. Participants in the fully/almost fully food secure category of households had a mean BMI of 28.7 compared to those moderately secure (29.2) and of low food security (29.5) (p=0.015 for difference among categories). In the Children�s Nutrition Survey 2002 (CNS02) data set, the same eight indices were used and food insecurity was experienced significantly more often by children in the largest households, those in the most deprived areas of residence (NZDep01 Quintile) and those of Pacific and Maori ethnicity compared to NZEO children. Rasch analysis was performed on responses for 1561 households with children which reported some food insecurity. Subject reliability was close to 0.7 (the conventionally acceptable level). The distribution of the eight indices on the Rasch scale was similar to that observed among the NNS97 households and almost identical to the sub-set of households with children, from that dataset. Categories of food security status were assigned as in the NN5S97 and they predicted daily nutrient intake levels of children: total sugars, lactose, vitamm A, β-carotene, vitamin B12 and calcium. A more rigorous assigning of categories at the low/moderate scale cut-off, resulted in a further association with level of intake of glucose, fructose and folate. Mean BMI across categories of food security did not differ. Collectively these data provide unequivocal evidence that food insecurity exists in New Zealand, that it can be quantified and associated with nutrition outcomes. It has a negative impact on the nutrient intakes of both adults and children and a negative impact on the body weight status of adults. These data have implications for nutrition and health professionals and policy makers in New Zealand. They also add to the world-wide body of knowledge of the experience of, and the measurement and predictive potential of food security in populations where the food supply appears plentiful.
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21

Van, Wyk Juliette. "The inhibitory activity and sensory properties of kefir, targeting the low-income African consumer market." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51989.

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Thesis (MSc Food Sc )--Stellenbosch University, 2000.
ENGLISH ABSTRACT: The rapid urbanisation of the African population has led to the establishment of large low-income communities in and around almost every major town and city in South Africa. Several factors prevent these people from producing or obtaining their traditional fermented milk drink, Maas (Amasi), often resulting in the occurrence of malnutrition in low-income urban African communities. A product with the potential to satisfy the demand for a fermented milk product is Kefir. Kefir, a self-carbonated fermented milk, is commonly manufactured by fermenting unpasteurised or pasteurised milk with re-usable Kefir grains. These Kefir grains consist of a combination of mainly lactic acid bacteria and yeasts. Neither Kefir, nor Kefir grains are as yet marketed in South Africa, thus creating an excellent opportunity to launch these products locally. It is often difficult for the low-income communities to obtain high quality unpasteurised or pasteurised milk, resulting in a serious health risk. The inhibitory activity of Kefir towards certain spoilage and pathogenic microorganisms was, therefore, studied. Strains of Escherichia coli, Staphylococcus aureus, Bacillus cereus, Usteria monocytogenes and Clostridium tyrobutyricum were inoculated (10 ³ - 10 ⁴ cfu.ml⁻¹ ) into pasteurised milk together with Kefir grains (18 gram per litre) and incubated at 25°C. Uninoculated milk samples and milk samples inoculated only with test organisms served as controls. Growth of all the test organisms were inhibited substantially (>-99.9%) in Kefir over the 30 h incubation period and substantial reductions in microbial log cycles were observed for many of the organisms. This coincided with a steep decrease in pH (6.57 - 4.06) and increase in titratabie acidity (0.20 - 0.72%). If Kefir is eventually marketed to low-income urban African consumers, it will have to compete with Maas and, therefore, comparative sensory testing of Kefir and Maas was conducted. The differences in the sensory properties of Kefir, 'laboratory' Maas (representing traditional Maas) and commercial Maas (containing thickener, colourants and flavourants) were determined by a trained panel. These characteristics were identified as "yeasty" and "cowy" tastes (p < 0.05), "effervescence" (p < 0.01), as well as "sourness," "creaminess" and "smoothness" (p < 0.001). The effect of different incubation temperatures (25°, 30° and 35°C) on the Kefir sensory properties was studied to simulate the effect of the large temperature variations that would be found in the dwellings of low-income African urbanites. The "sourness" and "creaminess" of the Kefir was found to increase with increase in incubation temperature but no strong off-flavours were found to develop. Sensory preference testing was conducted by consumer panels consisting of panellists of different ages and population groups to indicate whether the specific panels significantly prefer Kefir, commercial Maas or laboratory Maas. It was found that commercial Maas was significantly (p < 0.001) preferred to Kefir by young African urbanites. Adult Africans, who presumably still have traditional taste preferences, however, equally (p > 0.05) preferred Kefir and laboratory Maas, identifying this segment of the African population as the appropriate starting target market for Kefir. Kefir and laboratory Maas were also tested for preference by a wider panel consisting of people (aged between 18 and 25) representing the different population groups in South Africa. Kefir and laboratory Maas were preferred equally (p > 0.05) by all the groups. Several arguments supporting Kefir marketing to the low-income urban African population of South Africa have been identified. These include: Kefir's ease of preparation; the re-usability of Kefir grains and subsequent affordability; good packaging, distribution and storage possibilities; Kefir's acceptability by lactoseintolerant individuals; high nutritional value; the inhibitory activity of Kefir against potential spoilage and pathogenic organisms and subsequent enhanced safety and keeping ability; and Kefir's acceptable refreshing taste.
AFRIKAANSE OPSOMMING: Die toenemende verstedeliking van Swart Suid-Afrikaners het gelei tot die vestiging van groot lae-inkomste gemeenskappe in en om die meeste groot dorpe en stede. Verskeie faktore verhoed dat hierdie gemeenskappe hul tradisionele gefermenteerde melk, naamlik Maas (Amasi), self kan maak of koop. Dit lei dikwels tot wanvoeding onder lae-inkomste stedelike Swart verbruikers. Kefir het die potensiaal om te voorsien in die vraag na 'n gefermenteerde melk produk in lae inkomste stedelike Swart gemeenskappe. Kefir is 'n selfgekarboneerde, gefermenteerde melk wat vervaarding word deur die fermentasie van ongepasteuriseerde of gepasteuriseerde melk met herbruikbare Kefirkorrels. Hierdie Kefirkorrels bestaan uit 'n kombinasie van hoofsaaklik melksuurbakterieë en giste. Kefir en Kefirkorrels word glad nie in Suid-Afrika bemark nie, en bied 'n fantastiese geleentheid om hierdie produkte plaaslik bekend te stel. Dit is dikwels moeilik om hoë kwaliteit ongepasteuriseerde of gepasteuriseerde melk in lae-inkomste gemeenskappe te verkry. Die risiko om siektes deur die verbruik van hierdie melk op te doen, bestaan dus. Om hierdie rede is die inhiberende effek van Kefir teenoor spesifieke bederf- en patogeniese bakterieë bestudeer. Rasse van Escherichia coli, Staphylococcus aureus, Bacillus cereus, Usteria monocytogenes en Clostridium tyrobutyricum is geïnokuleer (10 ³ - 10 ⁴ cfu.ml⁻¹) in gepasteuriseerde melk tesame met Kefirkorrels (18 gram per liter) en geïnkubeer by 25°C. Melkmonsters wat slegs geïnokuleer is met die toetsorganismes het as kontroles gedien. Die groei van al die toetsorganismes is substansieël geïnhibeer (>-99.9%) in Kefir gedurende die 30 h inkubasieperiode. Substansiële afnames in logsiklusgetalle is waargeneem vir baie van die organismes. Dit het gepaard gegaan met 'n skerp afname in pH (6.57 - 4.06) en toename in titreerbare suurheid (0.20 - 0.72%) vir die Kefirmonsters gedurende die 30 h inkubasieperiode. lndien Kefir bemark word aan lae-inkomste stedelike Swart verbruikers sal dit moet kompeteer met Maas. Vergelykende sensoriese toetse is dus uitgevoer. Die verskille in die sensoriese eienskappe van Kefir, 'laboratorium' Maas (verteenwoordigend van tradisionele Maas) en kommersiële Maas (wat verdikker, kleur- en geurmiddels bevat) is bepaal deur 'n opgeleide paneel en geïdentifiseer as die" "gis-" en "koeismake" (p < 0.05), die "gasserigheid" (p < 0.01) asook die "suurheid", "romerigheid" en "gladheid" (p < 0.001) van die monsters. Die effek van verskillende inkubasietemperature (25°, 30° en 35°C) op die sensoriese eienskappe van Kefir is bestudeer om die effek van die groot temperatuurvariasies wat in laeinkomste behuising mag voorkom, te simuleer. Daar is bevind dat die "suurheid" en "romerigheid" van Kefir toeneem met verhoging in inkubasietemperatuur terwyl geen afsmake ontwikkel nie. Sensoriese voorkeurtoetse is deur verbruikerspanele van verskillende ouderdomme en bevolkingsgroepe uitgevoer om te bepaal of die spesifieke panele 'n beduidende voorkeur toon vir Kefir, laboratorium Maas of kommersiële Maas. Daar is bevind dat stedelike Swart jongmense kommersiële Maas beduidend (p < 0.001) bo Kefir verkies. Swart volwassenes met verwagte tradisionele smaakvoorkeure het egter Kefir en laboratorium Maas ewe veel verkies (p > 0.05). Hierdie segment van die Swart bevolking is dus die geskikte teikenmark vir die bekendstelling van Kefir. Voorkeur vir Kefir en laboratorium Maas is ook getoets deur 'n paneel (ouderdom 18 - 25 jaar) wat bestaan uit mense van verskillende bevolkingsgroepe. AI die groepe het Kefir en Maas ewe veel verkies (p > 0.05). Verskeie argumente ten gunste van die bemarking van Kefir aan lae-inkomste stedelike Swart gemeenskappe in Suid-Afrika is geïdentifiseer. Dit behels die volgende: die gerief van Kefirvervaardiging; die herbruikbaarheid van Kefirkorrels en gevolglike bekostigbaarheid; goeie verpakkings-, verspreidings- en opbergingsmoontlikhede; Kefir se aanvaarbaarheid vir laktose-intolerante individue; Kefir se hoë voedingswaarde; die inhiberende aktiwiteit wat Kefir teenoor potensiële bederf- en patogeniese organismes het en die gevolglike verhoging in veiligheid en rakleeftyd van melk; en Kefir se aanvaarbare verfrissende smaak.
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BRAGA, ROBERTO VALLE. "ACQUISITION OF PREPAID PHONE CHIPS BY LOW-INCOME CONSUMERS: RELEVANCE OF THE POINT OF SALE IN THE EXCHANGE RATIO." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2018. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=34719@1.

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O setor de telecomunicações no Brasil apresentou elevados índices de crescimento nos últimos anos, o que pode ser atribuído, em parte, pela criação dos planos de telefonia móvel pré-pago, uma modalidade de serviço de telecomunicação que possibilitou o ingresso das classes de baixa renda nesse mercado, alcançando a marca de 160 milhões de linhas pré-pago. O sucesso comercial do segmento pré-pago com consumidores de baixa renda ajudou a contribuir com as vendas do canal de pequeno varejo, que incluem bancas de jornal, farmácias, padarias, papelarias, armarinhos, entre outros. As bancas de jornal destacam-se nas vendas, em especial no município do Rio de Janeiro, por representarem um volume considerável do total de vendas do segmento pré-pago na região. Apesar de ser um importante canal de vendas para operadoras telefônicas, poucos estudos em marketing se dedicam a pesquisar melhor bancas de jornal como pontos de vendas para consumidores de baixa renda. O presente estudo, portanto, analisa os significados associados por classes menos favorecidas a bancas de jornal no município do Rio de Janeiro para a compra de chips prépago. Para isso, foram feitas entrevistas em profundidade com consumidores de baixa renda que utilizavam bancas de jornal para comprar chips pré-pagos de celular. A partir dos dados coletados, foi possível entender como esses indivíduos se relacionam com bancas, a importância do jornaleiro nessa relação e os motivos que os levam a consumir produtos telefônicos nesse ponto de vendas.
The telecommunications sector in Brazil has shown high growth rates in recent years, which can be attributed in part to the creation of prepaid mobile telephony plans, a modality of telecommunication service that allowed the entry of low-income classes in this market, reaching the mark of 160 million prepaid lines. The commercial success of the prepaid segment with low-income consumers has helped to contribute to small retail sales, which include newsstands, pharmacies, bakeries, stationery, among others. Newsstands stand out in sales, especially in the city of Rio de Janeiro, since they represent a considerable volume of total sales of the prepaid segment in the region. Despite being an important sales channel for telephone operators, few marketing studies are dedicated to better researching newsstands as sales points for low-income consumers. The present study, therefore, analyzes the meanings associated by less favored classes to newsstands in the city of Rio de Janeiro for the purchase of prepaid chips. To do this, in-depth interviews were conducted with low-income consumers who used newsstands to buy prepaid cellphone chips. From the data collected, it was possible to understand how these individuals relate to newsstands, the importance of the journeyman in this relationship and the reasons that lead them to consume telephone products at this point of sale.
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Sen, Saga. "Brand and programme loyalty consequences towards preference, intention and purchase behaviour outcomes among low-income consumers in emerging markets." Diss., University of Pretoria, 2020. http://hdl.handle.net/2263/80515.

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The research article proposed constitutes original empirical research and investigates the effects of brand loyalty and programme loyalty in low-income consumer groups. This research fundamentally replicates a European study within the low-income consumer base and contests the previous findings to prove that low-income consumers exhibit differences in behavioural and attitudinal characteristics on the outcome metrics related to preference, intention and purchase behaviour. By finding that the outcomes of Sales, Price Premiums, Share of wallet and Share of visits are mostly impacted by Brand loyalty, this research contributes to the body of knowledge that influences both academics and practitioners alike. Thus, the article was well matched with the Journal of Consumer Behaviour. The article follows the journal’s author guidelines with a plan for possible publishing in early January 2021
Mini Dissertation (MBA)--University of Pretoria, 2020.
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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24

Ponchio, Mateus Canniatti. "The influence of materialism on consumption indebtedness in the context of low income consumers from the city of São Paulo." reponame:Repositório Institucional do FGV, 2006. http://hdl.handle.net/10438/2519.

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This research is in the domains of materialism, consumer vulnerability and consumption indebtedness, concepts frequently approached in the literature on consumer behavior, macro-marketing and economic psychology. The influence of materialism on consumer indebtedness is investigated within a context that is characterized by poverty and by factors that cause vulnerability, such as high interest rates, limited access to credit and to quality affordable goods. The objectives of this research are: to produce a materialism scale that is well adapted to its environment, characterizing materialism adequately for the population studied; to compare results obtained with results of other studies; and to measure the relationship between materialism, socio-demographic variables, attitude to debt and consumption indebtedness. The primary data used in the analyses were collected from field research carried out in August, 2005 that relied on a probabilistic household sample of 450 low income individuals who live in poor regions of the city of Sao Paulo. The materialism scale, adapted and translated into Portuguese from Richins (2004), proved to be very successful and encourages new work in the area. It was noted that younger adults tend to be more materialistic than older ones; that illiterate adults tend to be less materialistic than those who did literacy courses when they were already adults; and that gender, income and race are not associated with the materialism construct. Among the other results, a logistic regression model was developed in order to distinguish those individuals who have an installment plan payment booklet from those who do not, based on materialism, socio-demographic variables and purchasing and consumer habits. The proposed model confirms materialism as a behavioral variable useful for forecasting the probability of an individual getting into debt in order to consume, in some cases almost doubling the chance of occurrence of this event. Findings confirm the thesis that it is not only adverse economic factors that lead people to get into debt; and that the study of demand for credit for consumption purposes must, of necessity, include variables of a psychological nature. It is suggested that the low income materialistic consumer experiences feelings of powerlessness and exclusion because of the gap that exists between their possessions and their desires. Lines of conduct to combat this marginalization from the consumer society are drawn targeting marketing professionals, public policy makers and vulnerability researchers. Finally, the possibility of new studies involving the materialism construct, which is central to literature on consumer behavior, albeit little used in empirical studies in Brazil, are discussed.
Este trabalho posiciona-se entre os domínios de materialismo, vulnerabilidade de consumo e endividamento de consumo, conceitos abordados com freqüência pela literatura de comportamento do consumidor, macro marketing e psicologia econômica. Busca-se verificar a influência do materialismo no endividamento de consumo, em um contexto caracterizado por pobreza e por fatores que induzem a vulnerabilidade, tais como altas taxas de juros, escasso acesso a crédito e pequena disponibilidade de bens de boa qualidade e preços baixos. Os objetivos são: adaptar uma escala de materialismo ao ambiente da pesquisa, de forma a caracterizá-lo adequadamente à população estudada; efetuar comparações com outros estudos; e aferir as relações entre materialismo, variáveis sócio-demográficas, atitude ao endividamento e endividamento de consumo. Os dados primários utilizados nas análises foram coletados em pesquisa de campo conduzida em agosto de 2005, por meio de amostra domiciliar probabilística de 450 indivíduos de baixa renda, moradores em regiões pobres do município de São Paulo. A escala de materialismo, adaptada e traduzida para o Português a partir de Richins (2004), mostrou-se bem sucedida e incita novos trabalhos na área. Verificou-se que os indivíduos mais jovens tendem a ser mais materialistas que os mais velhos; que adultos analfabetos tendem a ser menos materialistas que adultos tardiamente alfabetizados; e que gênero, renda e raça não se associam com materialismo. Entre as demais análises, elaborou-se um modelo de regressão logística para distinguir indivíduos possuidores de carnê de crediário dos não possuidores, com base no materialismo, em variáveis sócio-demográficas, em hábitos de compra e em hábitos de consumo. O modelo proposto confirma o materialismo como variável comportamental útil na previsão da probabilidade de um indivíduo endividar-se para consumir, em alguns casos fazendo quase dobrar a chance de ocorrência deste evento. Os achados confirmam a tese de que não apenas fatores econômicos adversos levam as pessoas a se endividarem; e que o estudo da demanda por crédito para consumo necessariamente deve passar por variáveis de natureza psicológica. Sugere-se que o consumidor materialista de baixa renda vivencia sentimentos de impotência e de exclusão em função do desnível entre suas posses e seus desejos. Linhas de conduta para combater tal marginalização da sociedade de consumo são recomendadas, tendo como alvo profissionais de marketing, formadores de políticas públicas e pesquisadores de vulnerabilidade. São levantadas, por fim, possibilidades de novos estudos envolvendo o construto de materialismo, central à literatura de comportamento do consumidor, porém pouco empregado em estudos empíricos no Brasil.
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Nakagawa, Shinobu. "Important roles of housing stock in consumer behaviors /." Diss., Connect to a 24 p. preview or request complete full text in PDF format. Access restricted to UC campuses, 2003. http://wwwlib.umi.com/cr/ucsd/fullcit?p3096416.

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26

PARIGOT, PAOLA SCAMPINI BOUCAS. "MOBILE PHONE AS A WAY OF PAYMENT AND HELP FOR THE FINANCIAL CONTROL OF THE LOW INCOME CONSUMERS IN RIO DE JANEIRO." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2009. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=15483@1.

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Com a privatização do setor de telecomunicações em 1998 e o lançamento do celular pré-pago em 1999, a indústria de telefonia móvel celular brasileira passou a vivenciar um grande crescimento e parte importante deste sucesso foi devido à adoção do celular pelas camadas de menor renda da população. Este estudo investiga a natureza dos problemas de pagamento dos consumidores mais pobres da Cidade do Rio de Janeiro e como o celular pode ser utilizado por eles tanto como instrumento de pagamento como de controle de orçamento doméstico. O estudo se desenvolveu por meio de entrevistas qualitativas nas quais explorou a experiência e vivência do consumidor de baixa renda durante o processo de compras, e mais especificamente, a potencialidade do celular como instrumento de acesso ao crédito e controle financeiro. O estudo levanta várias proposições que consideram a baixa renda, o acesso ao crédito, as condições de pagamento e o controle do orçamento como questões para as quais o celular oferece suficiente versatilidade e atratividade para aliviar as restrições impostas pelas limitações de renda.
With the privatization of the Telecommunications Sector in 1998 and introduction of the pre-paid cellular phone in 1999, the Brazilian cellular phone industry started to experience an enormous growth and an important part of this success was due to adoption of cellular phone by the class of lower income of the population. This study investigates the nature of problems of payment of the poorer consumers of the City of Rio de Janeiro and how the cellular phone can be used by them as an instrument of payment as well as to control their domestic budget. The study was developed by means of qualitative interviews in which it explored the experience and existence of the low income consumer during the process of purchases, and more specifically, the potentiality of the cellular phone as an instrument of access to credit and as a financial controller. The study raises several propositions that consider the low income, the access to credit, payment conditions and budget control as issues for which the cellular phone offers sufficient versatility and attractiveness to mitigate restrictions imposed by income limitation.
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Filho, Neumayer de Sousa Maia. "AnÃlise descritiva dos hÃbitos de lazer do consumidor idoso de baixa renda." Universidade Federal do CearÃ, 2008. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15545.

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Esta dissertaÃÃo analisa o comportamento do consumidor idoso de baixa renda em seus hÃbitos de lazer a partir da anÃlise de estudos realizados pelo Instituto Brasileiro de Geografia e EstatÃstica - IBGE e pelo LaboratÃrio de Estudo da Pobreza da UFC - LEP. O exame parte de uma pesquisa bibliogrÃfica dos temas em questÃo, perpassando por uma pesquisa realizada com 100 pessoas idosas de baixa renda - residentes da zona metropolitana de Fortaleza/CE - para consolidaÃÃo da pesquisa teÃrica. A anÃlise dos dados primÃrios e secundÃrios extraÃdos destas pesquisas serviu para estabelecer uma reflexÃo entre os conceitos definidos cientificamente e o arquÃtipo de idoso compreendido pelo senso comum das pessoas. A principal suposiÃÃo deste trabalho sustenta-se na idÃia de que o idoso de modo geral possui uma forte necessidade de socializaÃÃo, influenciando fortemente seu comportamento de consumo. Quando visto na perspectiva do poder de compra â mais precisamente o de baixa renda â esta necessidade de socializaÃÃo os estimulando a se reunirem em grupos para realizarem suas atividades de lazer. De outro modo, o trabalho tambÃm se propÃe a produzir um discurso de valorizaÃÃo para este segmento e revelar algumas oportunidades mercadolÃgicas a serem exploradas pelas empresas que investem em sustentabilidade e responsabilidade social.
This dissertation analyzes the elderly consumer behavior of low-income their leisure habits from the analysis of studies conducted by the Brazilian Institute of Geography and Statistics - IBGE and the Laboratory Study of Poverty UFC - LEP. O take part of a literature review of the issues involved, passing by a survey of 100 elderly low-income people - residents of the metropolitan area Fortaleza / CE - to the theoretical research consolidation. The analysis of the primary data, and side extracted from these surveys served to establish a reflection among the concepts defined scientifically and the archetype of old understood by common sense of people. The main assumption of this work is based on the idea that the old mode general has a strong need for socialization, strongly influencing their consumer behavior. When viewed in the purchasing power perspective - more precisely the low-income - this need for socialization encouraging them to meet in groups to perform their leisure activities. Otherwise, the work also intends to produce a valuation of speech for this segment and reveal some market opportunities to be exploited by companies that invest in sustainability and social responsibility.
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Houghtaling, Bailey Elizabeth. "Prioritizing Food Retailer Perspectives for Environmental Change in Food Stores to Encourage Healthy Dietary Purchases Among Low-Income Consumers in the United States." Diss., Virginia Tech, 2019. http://hdl.handle.net/10919/100729.

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Supplemental Nutrition Assistance Program (SNAP)-authorized store environments could be improved to favor consumer purchase of healthy products. Engaging with the key intermediaries who can use marketing-mix and choice-architecture (MMCA) strategies to encourage low-income consumers to purchase healthy products aligned with the Dietary Guidelines for Americans (DGA), 2015-2020 is essential. This PhD research describes five investigations that explored the perspectives of food store owners, managers, and corporate or independent businesses (e.g., retailers) to inform healthy food retail approaches: (1) a systematic review of the literature (1980-2017) identified social-ecological influencers of food store retailers' decision-making and ability to use MMCA strategies to encourage healthy dietary purchases in the United States (US); (2) SNAP-authorized retailers' perceived feasibility and costs to implement healthy MMCA strategies in rural stores were assessed (n=29); (3) SNAP-authorized retailers' healthy food and beverage perceptions and DGA-aligned product offerings were documented; (4) prevalent SNAP-authorized food store retailers in the US and between two states were identified to inform settings where healthy food retail approaches could reach numerous SNAP consumers; (5) and the availability of corporate social responsibility commitments to use MMCA strategies to improve consumers' diet quality among prevalent SNAP-authorized food store chains was explored. The collective findings from the review and four studies were that multiple social-ecological factors (e.g., skills/knowledge, consumers, suppliers) influenced US retailers' decision-making and ability to use MMCA strategies that favor healthy products. Rural retailers perceived prompting and proximity (e.g., labeling and location) strategies as feasible and less costly compared to other MMCA strategies. Some misalignments of healthy food perceptions and food store availability were identified and indicated a need for trainings to enhance the success of healthy food retail programs. To reach numerous SNAP consumers, healthy food retail programs should target nontraditional (e.g., non-grocery) food stores with varied approaches by state. However, few prevalent SNAP-authorized retailers have made public, voluntary commitments to reduce obesity and may reflect a low readiness to engage in partnerships to establish healthy food retail environments. Future research should document approach to and the impact of using MMCA strategies to encourage healthier consumer purchases on business outcomes among diverse store contexts.
Doctor of Philosophy
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ARAUJO, FABIO FRANCISCO DE. "PERCEPTIONS AND MEANINGS OF LEISURE OF LOW-INCOME YOUNG CONSUMERS: AN EXPLORATORY STUDY OF A COMMUNITY IN THE SOUTH ZONE OF RIO DE JANEIRO." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2011. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=17803@1.

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CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO
A população de baixa renda representa atualmente mais da metade da população brasileira, proporção tal que representa mais de 100 milhões de consumidores em todo país. Esses consumidores vêm aumentando seu potencial de consumo ao longo dos anos e começaram a atrair o interesse de pequenas e grandes empresas a partir de meados da década de 1990. Prahalad (2005) destaca a relevância desse vasto segmento de consumidores e também a necessidade de abordá-los com uma visão inovadora. Dessa forma, as empresas devem aproveitar as oportunidades advindas de um posicionamento estratégico adequado para um enorme número de consumidores de baixa renda, ávidos por adquirir produtos de qualidade e com preços compatíveis com seu poder aquisitivo. Todavia, no Brasil, ainda se sabe muito pouco sobre esses consumidores, que foram, por décadas, praticamente ignorados pelas pesquisas acadêmicas e de mercado. Em especial, o tema do lazer para esses grupos foi muito pouco estudado e, até recentemente, as possibilidades de acesso ao lazer por parte da população de baixa renda no Brasil eram restritas, seja por falta de espaço ou por falta de recursos. Este estudo, de caráter exploratório, investigou o comportamento desse grupo de consumidores no que diz respeito ao lazer: as opções a que têm acesso, suas preferências, as razões de suas escolhas, assim como o significado das atividades de lazer. Para isso, selecionou-se uma comunidade de baixa renda da região sul da cidade do Rio de Janeiro. As entrevistas foram divididas em duas partes, primeiramente foram realizadas entrevistas semi-estruturadas com os líderes da comunidade. Na segunda etapa, optou-se por utilizar um questionário, aplicados a jovens e adolescentes entre 15 e 25 anos da comunidade. A amostra contou com um total de 86 (oitenta e seis) respondentes. As informações obtidas na segunda etapa da pesquisa foram analisadas, buscando-se compreender e descrever o nível de importância concedido pelas jovens e adolescentes ao lazer e analisar as percepções desse grupo de consumidores em relação a sua prática. Verificou-se que esses consumidores entendem e reconhecem o lazer como algo importante para suas vidas. De acordo com os resultados encontrados nesta pesquisa, o lazer se relaciona com questões muito importantes para o bem-estar social das pessoas, tais como qualidade de vida, incentivo à atividade física e valorização da cultura, mas não é reconhecido necessariamente como um produto a ser consumido.
The low-income population represent over than a half of the population, a proportion that represents more than 100 million consumers around the country. These consumers, who are increasing their potential consumption over the years, began to attract the attention of smalls and larges companies from the mid-1990s. Prahalad (2005) highlights the relevance of this large segment of consumers and the necessity to approach them with an innovative vision. In this way, companies must take opportunities resulting from suitable strategic positions for a huge number of low-income consumers eager to buy products with good quality and compatible prices with their purchasing power. In particular, the theme of leisure for these groups has been little studied. In general, until recently, the access possibility of leisure by the low income population in Brazil was restricted by lack of space and resources. This study, with an exploratory character, investigated the behavior of this group of consumers related to the leisure theme: the choices that they have access, their preferences, the reasons for their choices, as well as the meaning of leisure activities. For this, there was a selection of a low income community in the south zone in the city of Rio de Janeiro. The interviews were divided in two parts, first carried out semi-structured interviews with community leaders. In the second step, was chose a semi-structured questionnaire for youths and teenagers of the community between 15 to 25. The sample had a total of 86 (eighty six) respondents. The information obtained in the second stage of the study were analyzed, seeking to understand and describe the level of importance given by the youth and teenagers to leisure and analyze the perceptions of this group of consumers in relation to the practice of leisure. It was found that these consumers understand and recognize the leisure as something important in their lives. According to the findings of this study, leisure approaches itself from very important questions for the social welfare, such as quality of life, incentives to practice physical activities, and culture appreciation, but is not necessarily recognized as a product to be consumed.
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Gouveia, Wilson Chagas. "ContribuiÃÃo da visÃo baseada em recursos para a anÃlise da sustentabilidade e competitividade das estratÃgias de marketing voltadas para o pÃblico de baixa renda: estudo de caso em uma instituiÃÃo financeira." Universidade Federal do CearÃ, 2008. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15546.

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Esta dissertaÃÃo objetiva identificar a contribuiÃÃo da visÃo baseada em recursos (VBR) para a anÃlise das estratÃgias de marketing voltadas para o pÃblico de baixa renda (BR), tendo como objeto de pesquisa uma instituiÃÃo financeira. A dissertaÃÃo se viabilizou mediante um produto de microcrÃdito chamado Crediamigo, do Banco do Nordeste do Brasil S/A, dirigido ao mercado-alvo da base da pirÃmide. Para se identificar essas contribuiÃÃes da visÃo baseada em recursos, foi construÃda a estrutura de anÃlise VRIO para as estratÃgias de marketing do Crediamigo, evidenciadas por trÃs diferentes grupos de colaboradores: tÃcnicos do programa, tÃcnicos de comunicaÃÃo e assessores de crÃdito. A pesquisa de natureza qualitativa adotou como estratÃgia de pesquisa um estudo de caso exploratÃriodescritivo, que identificou as estratÃgias de marketing utilizadas e as analisou pela Ãtica da visÃo baseada em recursos. Os instrumentos de coleta de dados utilizados foram pesquisa documental, registros em arquivos e entrevistas. Nestas fontes de evidÃncias se constatou que o produto à voltado em sua maioria para a BR. Definido entÃo o pÃblico-alvo, a etapa seguinte foi identificar as principais estratÃgias de marketing utilizadas pelos tÃcnicos do programa, por meio de uma entrevista em grupo, na qual se construiu o mix de marketing, utilizando-se um questionÃrio com perguntas abertas. Para a evidenciaÃÃo dessas estratÃgias junto aos tÃcnicos de comunicaÃÃo, utilizou-se o mesmo processo empregado para os tÃcnicos do programa; jà para a evidenciaÃÃo com os assessores de crÃdito, aplicou-se um questionÃrio com questÃes estruturadas de mÃltipla escolha e resposta Ãnica, em escala ordinal. Finalmente se elaborou a anÃlise VRIO, com a construÃÃo de sua estrutura, mediante questionÃrios dicotÃmicos aplicados aos tÃcnicos do programa. Das trinta e cinco estratÃgias levantadas inicialmente, sete foram evidenciadas pelos trÃs grupos. E a estrutura de anÃlise VRIO dessas sete estratÃgias demonstra que trÃs delas apresentam vantagem competitiva sustentada, performance econÃmica superior à normal e sÃo consideradas pontos fortes e competÃncias distintivas sustentadas e as outras quatro apresentam igualdade competitiva, performance econÃmica normal, porÃm sÃo consideradas pontos fortes porque agregam vendas ou reduzem custos. Concluindo, a VBR, quando utilizada para a anÃlise de competitividade e sustentabilidade, contribui para o fortalecimento das organizaÃÃes, na medida em que possibilita a permanente readequaÃÃo de suas estratÃgias, as mudanÃas internas e externas, com as devidas inovaÃÃes, permanentes e necessÃrias, sobretudo em mercado de margem de lucro pequena, porÃm com alta escala, como à o caso da baixa renda
The dissertationâs objective is to identify the contribution of the resource-based view (RBV) to the analysis of the marketing strategies directed to low-income consumers, having a financial institution as the object of the research. This dissertation has been developed based on a microcredit product titled Crediamigo from Banco do Nordeste do Brasil S/A (BNB), which targets the base of the pyramid market. In order to identify these contributions based on the resource-based view a VRIO framework analysis has been built for the Crediamigoâs marketing strategies, which are evidenced through three different partnering groups: program technicians, communication technicians and credit advisers. The research of qualitative nature has adopted as a research strategy an exploratory-descriptive case study which identified and analyzed the marketing strategies employed through the lenses of the resource-based view. The data collecting instruments used were documentary research, file registries and interviews. Supported by these sources of evidence it was observed that the product is mainly devoted to the low-income consumers. Once defined the target public, the next phase was to identify the main marketing strategies used by the program technicians through group interview, in which a marketing mix was designed using opened questions. To evidence these strategies with the communication technicians the same process employed with the program technicians was applied. On the other hand, for the evidencing with the credit advisers, a multiple-choice structured questions with single answers in ordinal scale was used. Lastly a VRIO framework analysis was performed through dichotomic questions applied to the program technicians. Out of the thirty five strategies identified in the beginning, seven were evidenced by the three groups. And the VRIO framework analysis of these seven strategies shows that three of them present sustained competitive advantages, economic performance above normal and are considered strong points and have sustained distinctive competencies, while the other four present competitive parity, normal economic performance, but are still consider strong points because they either increase sales or reduce costs. Therefore, the use of RBV for the analysis of competitiveness and sustainability contributes to the strengthening of the organizations as it allows the adjustment of their strategies to internal and external changes with the permanent and required innovations, above all, in markets with reduced profit margins but with great scale, as it is the case with low-income consumers.
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Forléo, Carolina Araujo. "Afinidade ou aspiração? : grupos de referência valorizados por consumidoras de baixa renda." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2017. http://hdl.handle.net/10183/165591.

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Considerando-se a importância das relações sociais e da influência interpessoal no comportamento dos indivíduos de baixa renda, este estudo apresenta como objetivo identificar e analisar os grupos de referência valorizados pelas consumidoras de baixa renda em seu processo de decisão de compra. Para a coleta de dados, utilizou-se uma abordagem multimétodo fundamentada, primeiro, em entrevistas em profundidade com 12 mulheres e, depois, na técnica de Análise Conjunta com uma amostra de 53 entrevistadas pertencentes a esse segmento. Devido à crise econômica vivida atualmente, mostrou-se necessário delimitar o contexto da pesquisa a um bem que permanecesse atrativo nessas circunstâncias: o batom. Trata-se de uma categoria de produto de alto envolvimento, capaz de representar o segmento de cosméticos como um todo, associando-se à autoestima, à sensação de bem-estar e ao reconhecimento social. Os resultados obtidos demonstraram que as consumidoras de baixa renda valorizam a presença de diferentes grupos de referência em seu processo de decisão. Especificamente, identificaram-se dois grupos de respondentes com preferências distintas quanto aos grupos de referência. Diante disso, ressalta-se que as principais contribuições desta pesquisa foram a observação de perfis diferentes dentro do segmento de baixa renda, o desenvolvimento do conhecimento sobre o processo de decisão de compra dessas mulheres e a identificação de apelos de grupos de referência que as empresas podem usar para atrair consumidoras de baixa renda.
Considering the importance of social relations and interpersonal influence on the behavior of low-income individuals, this study aims to identify and analyze the reference groups valued by low-income female consumers in their decision-making process. A multimethod approach was employed. First, the data were collected through in-depth interviews with 12 low-income women. Subsequently, a conjoint analysis technique was applied with a sample of 53 female interviewees belonging to this segment. Due to the current economic crisis, it was necessary to delimit the research context to a product that remained attractive in these circumstances: lipstick. It is a high involvement product category, capable of representing the segment of cosmetics as a whole, being related to self-esteem, a sense of well-being and recognition. Results showed that low-income female consumers value the presence of different reference groups in their decision-making process. Specifically, it was possible to identify two groups of respondents with distinct preferences regarding the reference groups. Therefore, the main contributions of this research were the observation of different profiles within the low-income segment, the development of knowledge about the decision-making process of these women, and the identification of reference group appeals that companies can use to attract low-income female consumers.
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MATTOS, MARINA PINTO DE ABREU ZORNOFF DE. "THE LOW INCOME CONSUMER AND THE LOW INCOME CONSUMER AND DRINK AND POWDERED SOAP." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2007. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=10556@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
As alterações no cenário econômico dos países emergentes causaram reflexos positivos na base da pirâmide através do aumento de seu poder aquisitivo. No Brasil, esta realidade é percebida pelo ritmo acelerado de mudanças na última década que impactaram o setor varejista, trazendo uma grande quantidade de marcas para os diferentes setores da economia. Estas novas ofertas para o consumidor de baixa renda foram fundamentadas, muitas vezes, em preços mais acessíveis a sua capacidade de consumo. Este movimento de fortalecimento de marcas populares suscitou a reação das marcas premium. Para direcionar a estratégia das grandes empresas, nesta busca por se re- conectarem aos consumidores pobres, é importante entender mais profundamente a relação deles com as marcas. A presente dissertação teve então como objetivo obter um melhor entendimento do papel e do significado da marca no processo de decisão de compra de produtos, dos segmentos de refrigerante e sabão em pó, para consumidores da classe baixa. Para tanto foram realizadas dez (10) entrevistas em profundidade com mulheres pertencentes às classes C e D, residentes no estado do Rio de Janeiro e responsáveis pela compra de supermercado de suas famílias. Apesar da pesquisa não se propor a explorar o peso das variáveis utilizadas por estas mulheres na decisão de compra, pôde-se observar que existe certa hierarquização. No caso de refrigerante, as mulheres entrevistadas avaliam, em geral, (1) os refrigerantes não reprovados pela família, (2) o preço, (3) o orçamento disponível e (4) as marcas preferidas (premium). No caso de sabão em pó, a escolha parece ser feita levando-se em consideração (1) a marca (verbalizada como sendo a opção pela qualidade), (2) o preço e (3) o orçamento disponível. Avaliando os elementos subjetivos da compra e indo além do discurso das mulheres entrevistadas, a compra do refrigerante (das marcas aprovadas pela família) traz a recompensa pelo elogio dos filhos e marido; enquanto a compra do sabão em pó das marcas premium (percebida por elas como as marcas de melhor qualidade) traz um sentimento de realização do cuidado com a família, a certeza de ter feito a compra certa, mais inteligente, de melhor custo/benefício. Percebe-se então que a equação de valor que rege a decisão de compra destas mulheres de baixa renda não é simples e não é única. Parecem existir modelos diferentes para a tomada de decisão de compra de produtos distintos (refrigerante e sabão em pó).
Changes in the economic scene of emerging countries had caused positive consequences in the base of the pyramid through the increase of its purchasing power. In Brazil, this scenario is perceived by the sped up rhythm of changes in the last decade that impacted the retail business, bringing a great number of brands for different sectors of the economy. These new offers for the low income consumer had been often based in more affordable prices for the consumption capacity of this tier. This movement of popular brands empowerment awaked the reaction of premium brands. To guide the strategy of great companies, in this pursue for reconnecting with poor consumers, is important to deeply understand their relation with brands. The present dissertation had then the objective to get a better understanding of the role and meaning of brands in the purchase decision process of products, within the segments of soft drink and powdered soap, for low income consumers. To reach that goal, ten (10) in depth interviews with women pertaining to C and D tiers, residents in the state of Rio de Janeiro and responsible for the supermarket purchase of their families, had been carried through. Despite the research does not consider to explore the utility of the variables used for these women in the purchase decision, it could be observed that a hierarchy exists. In soft drink purchase, the interviewed women mostly evaluate (1) soft drinks not disapproved by their family, (2) price, (3) available budget and (4) preferred brands (premium brands). In the powdered soap purchase, the choice seems to be made taking in consideration (1) brand (expressed as being the option for quality), (2) price and (3) available budget. Evaluating the subjective elements of the purchase and going beyond the speech of the interviewed women, the purchase of soft drink (of brands approved by their family) brings rewards through compliment of kids and husband; while the purchase of powdered soap of premium brand (perceived for them as better quality brands) brings a feeling of accomplishment in taking care of their families, the certainty to have done the precise purchase, more intelligent, of better cost/benefit. Is perceived then that the value equation that drives the purchase decision of these low income women is not simple and is not unique. They seem to exist different models in purchase decision taking of distinct products (soft drink and powdered soap).
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Hamilton, K. L. "Low-income families : coping with consumer disadvantage." Thesis, Queen's University Belfast, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.426732.

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34

Assis, Evange Elias. "Modelos de análise integrada para a definição de estratégias de marketing e comunicação de produtos eletroeletrônicos populares." Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/27/27154/tde-01122010-093819/.

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Desde o plano real, em 1994, com a estabilização da moeda e maior facilidade ao crédito, verifica-se o aumento do consumo da população de baixa renda em vários setores do mercado. Além do preço mais baixo, fator indispensável para atender a essa camada da população, discute-se quais são e como são planejadas as estratégias de marketing e comunicação utilizadas pelas empresas que atuam no mercado popular. Nesse contexto, esta pesquisa tem como objetivo geral desenvolver modelos de análise integrada para a definição de estratégias de marketing e comunicação de produtos eletroeletrônicos populares. Para alcançar o objetivo proposto, o estudo utilizou o método exploratório por meio dos seguintes procedimentos: pesquisa bibliográfica em livros, dissertações, teses, revistas, jornais, sites e pesquisa empírica, que foi conduzida em duas fases combinando as abordagens qualitativa (primeira fase) e quantitativa (segunda fase). A população estudada foi composta por executivos das áreas de marketing e comunicação de empresas do setor eletroeletrônico associadas à ELETROS (Associação Nacional dos Fabricantes de Produtos Eletroeletrônicos). O subsídio teórico da análise da pesquisa consistiu na definição de produto popular e população de baixa renda; na análise do consumidor de baixa renda; no estudo das estratégias de marketing e comunicação; no tema da construção de marca; na abordagem dos modelos de análise BCG, GE e SWOT; por fim, na análise das diversas configurações de negócio que poderiam ser adotadas pelas empresas pesquisadas. Os resultados mostraram que as empresas estudadas utilizam principalmente a análise SWOT e as pesquisas de mercado para elaborar a sua estratégia de marketing e comunicação. Porém esse planejamento não é específico para produtos populares. De forma geral, ele se concentra no produto, e, em segundo lugar, com a mesma relevância, em preço e análise do mercado. A partir disso, foram elaborados modelos de análise integrada para a definição de estratégias de marketing e comunicação de produtos eletroeletrônicos populares.
Since the Real Plan was introduced in 1994, bringing with it a stable currency and easier credit, there has been a noted increase in spending among members of the lower-income population in various market sectors. In addition to lower prices, an indispensable factor when targeting this section of the population, there is discussion of marketing and communication strategies used by companies operating in the lowend market and how they plan such strategies. Within this context, the overall objective of this study is to develop integrated analysis models for defining marketing and communication strategies for low-end household appliances and electronics. An exploratory approach was taken in this study, comprising a study of the literature (books, dissertations, theses, magazines, newspapers, and websites) and two phases of empirical research: first qualitative, then quantitative. The study group comprised marketing and communications executives at companies affiliated with Eletros (National Association of Appliance and Electronic Product Manufacturers). The theoretical component of the study involved defining low-end products and the low-income population, and analysing low-income consumers, marketing and communication strategies, brand building, the use of BCG, GE and SWOT analyses, and different business models that could be adopted by the companies studied. Results showed that companies mostly used SWOT analyses and market surveys when planning marketing and communication strategies. However, this planning isnt specific for low-end products. In general, they concentrate on the product, and in second place (with the same relevance), on price and market analyses. Based on these findings, integrated analysis methods were designed for use when planning marketing and communication strategies for low-end household appliances and electronics.
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BAUMWORCEL, CARLA CATRAN. "LOW-INCOME CONSUMER DEBT AND BEAUTY PRODUCTS: A QUALITATIVE STUDY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2018. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=34180@1.

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O presente estudo tem como finalidade analisar os motivos que levam consumidores de baixa renda a consumirem produtos de beleza, mesmo quando estão em situações de endividamento. A literatura de marketing indica que os motivos que movem mulheres de baixa renda a consumirem produtos de beleza estão proximamente relacionados a seus sentimentos de inferioridade em relação a mulheres de classes de poder aquisitivo mais alto. Isso ajuda a explicar o motivo para o consumo de produtos de beleza resistir aos efeitos da crise pela qual passa o Brasil, já que o brasileiro optou por abrir mão de gastos com atividades de lazer em vez de diminuir as compras de produtos e serviços relacionados à beleza e estética. Para alcançar o objetivo proposto, foi realizada uma pesquisa qualitativa e exploratória. Dados foram coletados por meio de entrevistas em profundidade com mulheres de baixa renda, que já estiveram em situação de endividamento, mas que não deixavam de consumir produtos de beleza. Por meio das entrevistas, foi possível entender os motivos que levam consumidoras de baixa renda a consumirem xampus, perfumes, esmaltes e demais produtos de beleza, mesmo que isso significasse adentrar mais em seu estado de endividamento.
The objective of the present study is to analyze the reasons that lead low-income consumers to Indulge in beauty products, even when they are in debt. Marketing literature indicates that the motives driving low-income women to consume beauty products are closely related to their feelings of inferiority toward women of the higher purchasing power classes. This helps to explain the reason why the consumption of beauty products can resist the effects of the crisis that Brazil is experiencing, since the Brazilian has chosen to give up leisure spending instead of reducing purchases of products and services related to beauty and esthetics. To reach the proposed objective, a qualitative and exploratory research was carried out. Data were collected through in-depth interviews with low-income women, who were already in debt, but did not stop consuming beauty products. Through the interviews, it was possible to understand the reasons that lead low-income consumers to consume shampoos, perfumes, enamels and other beauty products, even if this meant going deeper into their state of debt..
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SCHULZE, MARIANNE FATIO. "WHAT DOES LUXURY MEANS TO A LOW INCOME CONSUMER?: AN EXPLORATORY STUDY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2014. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=24294@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
Os grupos de baixa renda no Brasil não eram considerados como mercado para produtos e serviços (ROCHA, SILVA, 2009). Essa visão é modificada, a partir da década de 1980, quando começam a surgir estudos que abordam outras questões que não apenas a escassez material dessas famílias (BARROS, ROCHA, 2007). Ainda se sabe muito pouco sobre esses consumidores, que representam mais da metade da população brasileira, com cerca de 100 milhões de pessoas (CHAUVEL, MATTOS, 2008). Pesquisas recentes envolvendo seus hábitos de consumo podem ser observadas, principalmente devido ao aumento do poder aquisitivo, no entanto, poucos foram analisadas as particularidades desse grupo em relação ao conceito de luxo. Apesar desse conceito ter sido amplamente explorado na literatura (SOUZA et al., 2013), seu foco sempre foi orientado para as camadas superiores da sociedade (D ANGELO, 2004). A tentativa de entender o significado do luxo para o consumidor de baixa renda é ainda um assunto pouco discutido na literatura, sendo esta a motivação principal da escolha deste estudo, que se baseia na abordagem hermenêutica para entenderesse significado. Para isso, foi escolhida uma comunidade de baixa renda na zona sul da cidade do Rio de Janeiro, onde foram realizadas 13 entrevistas em profundidade com homens e mulheres. Os achados do estudo revelam que o significado de luxo varia de acordo com a história de vida e as dificuldades vivenciadas pelas pessoas em suas trajetórias. Assim, para aqueles que tiveram um passado marcado pelas dificuldades e carências materiais, luxo significa poder ter conforto, sendo atribuído a todos os produtos conquistados com dinheiro e esforço próprios. Por outro lado, para aqueles que nunca viveram na fartura, e nem tiveram as mesmas restrições, o luxo é visto como diferenciação, sendo atribuído a produtos mais caros e, muitas vezes, de difícil acesso.
The low-income groups in Brazil were not considered as a market for products and services (ROCHA, 2009). This view is modified after 1980, when studies addressing other issues than just material scarcity of these families arise (BARROS, ROCHA, 2007). Very little about these customers, which represent more than half of the Brazilian population, with about 100 million people is known until now (CHAUVEL, MATTOS, 2008). Recent marketing surveys about the low-income group s consumption habits can be found, mainly due to the increased purchasing power this segment has experienced in recent years, but the peculiarities of this group in relation to luxury have been little explored, despite the fact that the concept of luxury having been widely explored in literature (SOUZA et al., 2013). Its focus has always been placed on the upper strata of society (D ANGELO, 2004). The attempt to understand the meaning of luxury to low-income consumers is still little discussed in literature. This was the main motivation for choice of this theme for this study, which is based on the hermeneuticalapproach to understanding this meaning. To accomplish this, a small low-income community in the Southern part of the city of Rio de Janeiro was chosen to be the sample, where 13 in-depth interviews were conducted with both genders. The study findings reveal that the meaning of luxury varies according to the life history and the difficulties experienced by the person in his life. So, for those who have had a past marked by difficulties and by material shortages, luxury means power get comfort, as a general value assigned to all products obtained through their money and efforts. On the other hand, for those who never lived in plenty, but have never experienced the same restrictions, luxury is valued as differentiation, being assigned to products more expensive and often more difficult to have access to.
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Wilson, Therese Ann. "Regulating to facilitate access to safe and affordable, small amount consumer credit for low income Australians." Thesis, Griffith University, 2010. http://hdl.handle.net/10072/366998.

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The research question addressed in this thesis is: how can we effectively regulate to facilitate access to safe and affordable small amount credit for low income Australians? The lack of access to safe and affordable small amount credit for low income Australians is one aspect of financial exclusion in Australia. While the problem of financial exclusion in Australia has been recognised in the literature, the regulatory and academic focus has been very much on avoiding or reducing the harms of exploitative forms of small amount credit available to low income Australians. This thesis is significant in that it proposes a regulatory model which will facilitate access to non-exploitative forms of such credit. This thesis will consider the roles currently played, and that could be played, by banks, credit unions, not for profits and fringe lenders in providing safe and affordable small amount credit for low income Australians. The roles played by and regulatory environments affecting such entities in the U.S. and U.K. will be explored for comparative purposes. The role of government is explored throughout. Government will be required to put in place an appropriate and effective regulatory regime, and to provide appropriate government funding to support a community development finance institution industry in Australia, comprised of social enterprises existing for the sole purpose of addressing financial exclusion. Currently, two of the major four Australian banks have engaged in partnership arrangements with community sector organisations to deliver no interest or low interest loan programs to low income Australians, although on a relatively small scale. The thesis argues that relying on such voluntary initiatives alone will not achieve the scale of safe and affordable small amount lending required to address financial exclusion. Recognition of the corporate social responsibilities owed by Australian banks justifies regulatory intervention to require or encourage banks to contribute more significantly to a solution to the current lack of access to safe and affordable small amount credit experienced by low income Australians. While traditional, mutual, small community based credit unions may have a particular role to play in addressing financial exclusion, these credit unions are rare. ‘One size fits all’ regulation pursuant to which credit unions are treated in the same way as other authorised deposit-taking institutions, including banks, has led to credit union mergers and demutualisation, so that many credit unions are now more or less quasi-banks. I argue for some recognition of difference between types of credit unions and the roles that they might play in addressing financial exclusion. A regulatory regime that supports rather than destroys small community based credit unions will be essential in regulating to facilitate access to safe and affordable small amount credit for low income Australians. Community sector organisations and community development finance institutions have a key role to play in achieving financial inclusion in Australia. Such organisations currently lack regulatory recognition, support and funding. Fringe lenders provide loans at substantially higher rates of interest than rates at which mainstream institutions lend, and often lend to people excluded from access to mainstream credit. In one sense they are filling a gap left by mainstream lenders, but fringe credit is a potentially harmful and exploitative product, and I argue that this should not be the best form of access to credit that we can offer low income Australians. The regulatory model proposed in this thesis is informed by theories of responsive regulation and the nature and benefits of performance based regulation. The model is then evaluated for its likely effectiveness using systems theory and the principles of ‘reflexive regulation’. The proposed regulatory model incorporates: 1. Regulatory exemptions from onerous regulation that inhibits start-up and growth of Community Development Credit Unions (‘CDCUs’) and Community Development Finance Institutions (‘CDFIs’), acknowledging their particular social purpose; 2. Government funding to support CDCUs, CDFIs and community sector organisations engaging in microfinance activities; 3. Tax incentives to encourage investment in CDCUs, CDFIs and community sector organisations engaging in microfinance activities, to enable them to lend to people on low incomes; 4. A Community Reinvestment Act-like ratings system to encourage investment by banks in the CDCU, CDFI and community sectors; and 5. A legislated requirement for responsible lending to minimise the potential for harmful lending, such as is currently proposed under new national credit regulation in Australia, but which must be well-monitored and enforced and which must at the same time be clear that the assessment of a low income borrower’s capacity to repay a loan needs to be undertaken on an individual basis and not subject to an arbitrary formula which automatically excludes that borrower on the ground of income.
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Law School
Arts, Education and Law
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Opacic, Sofija. "The low-income consumer in Greater Reading : an analysis of constrained food shopping behaviour." Thesis, Royal Holloway, University of London, 1987. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.262097.

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This thesis is set within the general context of retailing geography. It discusses the salient structural and locational changes that have occurred within the post-war urban retailing environment, and attempts to assess their impact on the inner-city low-income consumer. The first part provides a review of the major findings of past studies of post-war retail change and consumer behaviour, and illustrates that a major deficiency of this literature is the tendency to briefly introduce, but inadequately consider, the implications of recent retail change on the low-income consumer. The essential problem which is addressed in the second part of the thesis is to assess the extent to which post-war retail change has affected the quantity and quality of inner-city shopping opportunities within the chosen study area, Greater Reading. This assessment is largely based on information obtained from surveys conducted by the author, namely a general retail inventory and detailed quality and price surveys. A comprehensive up-to-date description of the inner-city low-income consumer's food shopping behaviour does not exist within the present geographical literature. Accordingly, the third section specifically aims to provide a detailed description of this group's food shopping behaviour at a time of rapid retail change. A repertory grid survey was completed to identify the factors of importance to the low-income consumer, and these formed the focus of a major survey of consumer behaviour. The results of this research highlight both a number of salient similarities and differences amongst the low-income consumer population. The importance of ethnic status and age on the spatial and non-spatial aspects of food shopping behaviour are clearly evidenced. It is argued that such contrasts have major implications for the future planning of inner-city retailing opportunities. In the final part, positive directives for the planning of future inner-city food shopping facilities are discussed, which should help improve the low-income consumer's access to high quality opportunities. This is achieved by the reintroduction of relevant results obtained from the empirical research, and a detailed analysis of the present retail planning process via secondary sources of information including government policy notes and documents, structure plans and local newspapers.
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Jiménez, Montesinos Jorge Alberto. "A credit risk management model for a portfolio of low-income consumer loans in Mexico." Thesis, Massachusetts Institute of Technology, 2014. http://hdl.handle.net/1721.1/90749.

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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2014.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 144-147).
Low-income consumer lending (LICL) in Latin America has experienced a boom in recent years. This has attracted the interest of a large number of financial players eager to capture a portion in this still under-banked segment. Despite this huge market potential, credit risk management in this segment is still mainly based on the subjective expertise of credit managers, with few exceptions making use of robust statistical techniques. The result of this subjective decision process is a sub-optimal concession of loans that leaves this strategic segment without adequate financing opportunities. In this work we develop a cutting-edge probability of default (PD) model specifically designed for the LICL segment. This research is one of the first academic works that explores the applicability of four cutting-edge quantitative methods with real operation data from one of the pioneers in the low-end credit segment in Mexico: Mimoni Group. The analysis was carried out on a sample of 2,000 loans including 741 defaults and 1,259 nondefaults, spanning the 2013 to 2014 time period. We run a total of 108 models utilizing Logistic regressions, CART models, Random Trees, and Clustering over training and out-of-sample data sets. Our results not only generated powerful models in terms of statistical accuracy in out-of-sample data sets, but also provided a detail list of robust PD predictors (at 95% levels) and their dynamics in explaining the default event for two Mexican low-income customer segments. Our results demonstrate the direct applicability that robust quantitative models have in improving and complementing the lending decision process in the growing LICL segment.
by Jorge Alberto Jiménez Montesinos.
S.M. in Management Studies
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Starkey, Simone. "An investigation of low-income consumer-buying behaviour in the personal-care industry in South Africa." Master's thesis, University of Cape Town, 2017. http://hdl.handle.net/11427/27488.

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South African companies are said to be mining the so-called "Black Diamond", the emerging middle-class segment that is driving economic growth within the country (Mahajan, 2009:9). The focus on the emerging Middle Class in South Africa (SA) has left a knowledge gap on Low-Income consumers - even though they are still the largest consumer group in SA (Connecting with Survivors, 2014). The Unilever "Connecting with Survivors Report" (2014) highlights the fact that 70% of the SA Market earn less than R6000 per month, while together they have a spending power of R300 Billion per annum. According to Martin (2012:71), 5.8% of Low-Income Consumer Households (HH) spending is prioritised for the purchase of personal care products, while 64.2% of their HH income is prioritised for food and housing expenses. Given the trivial proportion allocated to personal care products, this research has been guided by the problem statement that Low-Income consumers are forced to make trade-offs, when purchasing personal care products, which fall outside their realm of affordability. The primary objective of this study was to investigate Low-Income consumers' buying behaviour in the Personal Care Industry in South Africa. The Theory of Buyer Behaviour was used as a theoretical framework to assist in the understanding of Low-Income consumer behaviour in the Personal Care industry. The phenomenological research paradigm was used in this study, utilising interviews to collect the data from respondents in the Western Cape Province. Inductive reasoning was practised to draw a conclusion on the investigation of Low-Income consumer buying behaviour in the personal care industry in South Africa. The findings from the study indicate that Low-Income consumers do indeed make trade-offs when personal care products fall outside their realm of affordability. The extent to which they do so varies, based on necessity. This research stands to contribute to the body of knowledge by narrowing the knowledge gap on the Low-Income Consumer market in South Africa with the focus on the Personal Care Industry, thereby allowing marketers to develop and implement effective marketing strategies.
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Isaksen, Katja. "Consumer culture, branding and British adolescents : a vicious cycle? : a comparison between high and low-income adolescents." Thesis, University of Manchester, 2010. https://www.research.manchester.ac.uk/portal/en/theses/consumer-culture-branding-and-british-adolescents-a-vicious-cycle-a-comparison-between-high-and-lowincome-adolescents(94a6b8e2-c339-447b-ba93-110b4dc22755).html.

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The growth of consumerism has meant that individuals are increasingly using possessions as a means of developing their personal identities and forming social connections. Specifically, the consumer culture has seen the increase of brands and branded goods as marketers attach emotional attributes to them. Thus, brands have become communicative symbols which display, amongst other things, the owner's values, beliefs and social status. As a result, consumers are attempting to form their identities, social connections and self-worth by consuming (often branded) possessions which they feel are representative of their self or ideal self and will increase their chances of social acceptance. However, psychological studies in consumer behaviour suggest that the increasing propensity to seek inner happiness and social bonds through external means (consumption), has led consumers to be less satisfied with their lives and hence decreases psychological well-being; the focus on external rewards has reduced the importance that individuals place on personal development and intrapsychic developments.This study investigates the relationship between the consumption culture, branding and British adolescents, with a comparison between high and low-income teenagers. Adolescents are particularly prone to assuming consumer orientations (and hence the consequences thereof) due to their stage in identity development, their need for social acceptance and the fact that they are a very profitable market segment. As a result, teenagers are encouraged to turn to consumption for developing their personal and social identities, as opposed to more traditional means such as personal skill development. Although limited studies have investigated adolescent consumption, little attention has been paid to low-income adolescents who are prone to reduced self-worth but have a restricted consumption scope and thus cannot consume their self-worth in the same 'normal' ways as their peers. In light of previous studies, it was necessary to first develop a new measure of self-esteem which included the vital role of possessions (and specifically brands) in feelings of self-worth amongst adolescents. The scale-development process revealed the functional importance of self-esteem as a marker of social inclusion and hence shed light on the reason for the importance that adolescents place on specific brands; they are a promise of fitting-in. A valid and reliable 23-item, self-report measure of self-esteem is presented. Subsequent to developing the new scale, the research provided empirical support for a model of the psychological characteristics of adolescent consumption (including self-esteem). The result is a 'Vicious Cycle' model of consumption which suggests that there is a relationship between the factors which contribute to a consumer orientation and the likely effects of having such an orientation. For example, the model suggests that reduced self-esteem may contribute to consumerism and a consumption orientation may contribute to a reduction in self-esteem. Furthermore, the comparison between high and low-income teenagers showed that low-income teenagers were significantly more materialistic than their high-income counterparts thus supporting the suggestion that low-income teenagers are more prone to consumerism than their high-income counterparts. With reference to the detailed links presented in the Vicious Cycle model, the author proceeds to explore the efficacy of extant consumerist-curbing strategies and highlight the need for more effective methods if we wish future generations to develop in to more than simply shoppers.
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Heckman, Stuart J. "A Comparison of Two Savings Measures: An Application of Institutional Theory Among Low-Income Households." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1343753078.

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Ndlovu, Shweshwe. "Barriers to consumer acceptance of innovative building technologies for low-cost housing." Diss., University of Pretoria, 2021. http://hdl.handle.net/2263/81683.

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Low-income subsidy housing production is not satisfying the current housing need, leading to increasing backlogs and significant impacts on many poor people's health and safety. Traditional methods for producing these houses have not been sufficient for meeting the low-income housing need, particularly in aspects concerning time, cost, and quality of construction. There has been enough evidence supporting the adoption of innovative building technologies to enhance the South African government's ability to deliver low-income housing by reducing the times and costs of construction while substantially improving the quality of construction products. However, the implementation of low-income housing produced using innovative building systems has been primarily unsuccessful owing to the low levels of acceptance by South African communities. This study explored consumers’ attitudes and perceptions towards low-income housing produced using innovative building technologies. Data was collected from seventeen semi-structured interviews with potential low-income housing beneficiaries. The results showed that participants had limited knowledge about housing constructed with innovative building technologies. The lack of knowledge enhanced participants’ perceptions of risk and led them to develop negative attitudes towards the housing systems. The negative attitudes primarily were related to increased perceptions of performance, financial and psychosocial risk. However, the results also showed that participants were still willing to accept housing produced using innovative building technologies because of their potential to improve participants’ living conditions. The study contributes new knowledge to the debate about the role of innovative building technologies for improved housing delivery in South Africa. The study also helps the government, decision-makers, and stakeholders formulate effective strategies for developing and promoting housing produced with innovative building technologies.
Mini Dissertation (MBA)--University of Pretoria, 2021.
Gordon Institute of Business Science (GIBS)
MBA
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44

Prado, Karen Perrotta Lopes de Almeida. "A preferência da marca no processo de decisão de compra: um estudo exploratório no segmento de baixa renda." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-19012009-104931/.

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O aumento do poder aquisitivo das famílias de baixa renda no Brasil transformou esse público em um mercado atraente para as empresas de vários segmentos. Percebeu-se, contudo, que não está ainda refletida em conhecimento, na área de marketing, a relevância tanto econômica como social dessa parcela da população brasileira, uma vez que se verificou que há escassez de informações e de estudos sobre o tema. Nesse contexto, o objetivo nesta tese é investigar a preferência pela marca no processo de decisão de compra de mães de famílias de baixa renda no segmento alimentar. Para sua consecução, na fundamentação teórica, foram abordadas especificamente as teorias sobre o comportamento do consumidor, a marca e o valor. Além disso, apresentaram-se as características do consumidor de baixa renda brasileiro. A pesquisa de campo foi realizada em duas fases. Na primeira, que constitui um estudo qualitativo e exploratório, foram realizadas entrevistas em profundidade com as mães, a fim de se verificarem os fatores que elas levam em consideração na hora da compra dos produtos achocolatado em pó; bebida láctea; biscoito recheado; cereal de milho açucarado; petit suisse e snacks (salgadinho de milho e batatinha frita ondulada). Os fatores encontrados nas entrevistas em profundidade com as mães de famílias de baixa renda foram: para achocolatado em pó: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e embalagem (tampa de rosquear ou tampa de puxar); para bebida láctea: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de ilustração ou não; para biscoito recheado: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de figurinha ou não; para cereal de milho açucarado: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de brinde ou não; para petit suisse: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de ilustração ou não; para batatinha frita ondulada: marca, preço, nutrição (com gordura trans ou sem gordura trans) e sabor (natural, churrasco e cebola e salsa) e, por fim, para salgadinho de milho: marca, preço, nutrição (com gordura trans ou sem gordura trans) e presença de brinde ou não. O processo analítico foi baseado na análise textual interpretativa e na técnica de templates. Na segunda fase da pesquisa de campo, um estudo quantitativo e exploratório, foram realizadas entrevistas cujo roteiro foi elaborado com base nos resultados da primeira fase. Buscou-se investigar a importância da marca durante o processo de decisão de compra, verificando-se se a preferência pela marca ocorria para todos os produtos ou apenas para alguns específicos. Utilizou-se sobre essas avaliações o método da análise conjunta separadamente para cada produto. As análises obtidas mostraram que as mães de famílias de baixa renda compram todos os produtos investigados pela marca. Realizada a análise conjunta, procedeu-se à análise de agrupamentos com o objetivo de reunir em grupos as mães com preferências semelhantes e de analisar a composição de tais grupos quanto às variáveis auxiliares inseridas no questionário. Para alguns dos produtos, foram construídos três clusters, enquanto, para outros, quatro. Com isso, verificou-se que as mães de família de baixa renda não são todas iguais, ou seja, as empresas devem elaborar estratégias de marketing específicas para cada tipo de mãe. No entanto, em razão de a amostra ser nãoprobabilística e das técnicas adotadas, não foram realizadas inferências para toda a população brasileira.
The growing purchasing power of low-income families in Brazil has made this segment an attractive market for companies in a range of areas. The economic and social relevance of this section of Brazils population still doesnt appear to be reflected in marketing knowledge, however, since there is little information available and few studies on the subject. As such, the aim of this thesis is to investigate brand preference among mothers of low-income families when deciding what food products to buy. To this end, our theoretical foundation involved the specific examination of consumer behavior, brand and price theories. We also considered the characteristics of low-income Brazilian consumers. Our field research was conducted in two phases. In the first a qualitative, exploratory study we conducted in-depth interviews with mothers to establish which factors came into play when purchasing powered-chocolate drinks; milk-based drinks; filled cookies; sugar-coated corn flakes; processed cheese, and snack foods (corn chips and potato chips). The factors identified in the in-depth interviews were: for powered-chocolate drinks: brand, price, nutrition (with or without vitamins and minerals), and packaging (screw-on or pull-off lids); for milk-based drinks: brand, price, nutrition (with or without vitamins and minerals), and illustrations; for filled cookies: brand, price, nutrition (with or without vitamins and minerals), and collectors cards; for sugarcoated corn flakes: brand, price, nutrition (with or without vitamins and minerals), and surprise at the bottom of the box; for processed cheese: brand, price, nutrition (with or without vitamins and minerals), and illustrations; for corn chips: brand, price, nutrition (with or without trans fatty acids), and surprise at the bottom of the packet; and, finally, for potato chips: brand, price, nutrition (with or without trans fatty acids), and flavor (natural, barbecue, and parsley and onion). The interviews were then given interpretative textual and template analyses. In the second phase of field research a quantitative, exploratory study we conducted interviews following a script developed from the results of the first phase. We sought to investigate brand importance when deciding which product to buy in order to determine if brand preference influenced the purchase of all products or only specific items. To assess these interviews a conjoint analysis was carried out for each individual product. The results obtained showed that mothers of low-income families bought all of the products studied according to brand. After the conjoint analysis, we conducted a cluster analysis in order to group mothers with similar preferences and analyze the composition of these groups with respect to the auxiliary variables included in the questionnaire. For some products, three clusters were established, while for others there were four. This revealed that the mothers of low-income families are not all alike; in other words, companies need to develop specific marketing strategies for each type of mother. However, because the sample was not probabilistic and the techniques were adopted, inferences were not made for the entire Brazilian population.
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Francischelli, Paulo. "A importância da marca no processo de decisão de compra de calçados esportivos para a população de baixa renda." reponame:Repositório Institucional do FGV, 2009. http://hdl.handle.net/10438/4228.

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Desde a estabilidade econômica que ocorreu no Brasil em 1994 até os dias atuais, o mercado brasileiro vem crescendo aceleradamente, atraindo a entrada de marcas internacionais e estimulando a indústria nacional com o surgimento de fortes marcas locais. Este movimento incentiva o surgimento de novos consumidores com importante poder de compra, como as classes mais baixas da sociedade, antes vista como a parte neste processo. As empresas começam então a desenvolver estratégias para atrair tal público, estudando seu comportamento de consumo. O uso de marcas fortes passa a se destacar. O segmento de calçado esportivos, em especial o tênis, com um crescimento anual de 8% e uma produção de 80 milhões de pares/ano, é um forte exemplo. Com base nesse cenário, a presente dissertação teve como objetivo compreender a importância da marca no processo de decisão de compra dos produtos da categoria de calçados esportivos para os consumidores da classe C e D. Para tanto, foram analisadas bibliografias referentes ao comportamento do consumidor e o os atributos considerados no processo de decisão de compra, em especial a importância da marca. Foram levantados dados sobre a população de baixa renda no Brasil e seu comportamento de compra, e sobre o mercado de calçados esportivos. Foram realizadas entrevistas com dez consumidores pertencentes a este público com o intuito de conhecer seus hábitos de consumo e uso de tênis, e a participação da marca no seu processo de decisão de compra. Dessa forma, pode-se perceber que este público tem preferência pelo tênis como sapato que pode ser usado em todas as ocasiões. A marca é o principal atributo para a compra desse produto, sendo mais importante que o preço ou local de compra. Ela é a garantia de qualidade, mas, em uma análise mais profunda, também é usada como um forte fator de distinção social intraclasse, recebendo uma forte influência da mídia e de celebridades, que são vistas como heróis, dentro de um processo de projeção de sua identidade.
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Santos, Sergio Antonio dos. "Lealdade às marcas de produtos e às marcas de lojas de varejo: um estudo comparativo entre consumidores de baixa e alta renda." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-18122009-105953/.

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O interesse em entender o comportamento do consumidor de Baixa Renda vem ganhando importância nos últimos anos. Este interesse crescente baseia-se no entendimento de que o crescimento futuro das economias e organizações empresariais dependem, cada vez mais, da inserção desses consumidores no processo de consumo. Esta dissertação teve como objetivo verificar se os consumidores de Baixa Renda apresentam diferenças no que se relaciona ao comportamento de lealdade à marca de produto em comparação à marca de varejo. Adicionalmente buscou comparar o comportamento de lealdade à marca de produto e marca de varejo entre os indivíduos de baixa renda e alta renda, e identificar as causas possíveis das diferenças encontradas. Para tanto foi realizada uma pesquisa tipo survey com consumidores de Baixa Renda e Alta Renda através de dois questionários estruturados, um para marcas de produtos (televisores) e outro para marcas de varejo. O processo de análise envolveu testes de proporção de diferenças, de médias e associação e de análise de variância múltipla.Os resultados indicaram que a posição na classe de renda não influenciou, de maneira estatisticamente significativa, o comportamento de lealdade, seja em relação às marcas de produto, seja em relação às marcas de lojas de varejo. Porém o estudo indicou a existência de diferenças significativas no processo de lealdade entre loja e produto, não associadas à renda, que indicam que o consumidor apresenta uma relação mais intensa com as marcas de produto do que com as marcas de loja. Neste sentido, os consumidores que responderam sobre marcas avaliaram melhor os construtos de Valor e Comprometimento, reconhecidos como antecedentes do comportamento de lealdade, do que aqueles que responderam sobre a marca de varejo. Ao final, são apresentadas as contribuições acadêmicas e gerenciais do estudo e sugestões para a realização de novos estudos.
Interest in understanding the behavior of Low Income consumer has been gaining importance lately. This increasing interest is based upon the understanding that the future growth of economies and enterprises depend more and more on the insertion of these consumers in consume process. The aim of this essay was to verify if Low Income consumers present differences concerning loyalty behavior towards the product brand and retail store brand. Moreover it tried to compare the loyalty behavior towards the product brand and retail store brand among people of Low Income and High Income and to identify the possible causes of the found differences . To reach this purpose it was performed a research type survey with Low Income and High Income consumers by means of two structured questionnaires, one concerned to product (television) brands and other concerned to retail stores brands. The analyses process dealt with tests of difference proportion , averages and association and analyses of multiple variance The results showed that the position in the income class had no influence, in a statistically significant way, on the loyalty behavior, either concerning product brands or retail store brands. However the study showed the existence of significant differences in the loyalty process between store and product not associated to income, which show that consumer has a more intense relationship with product brands than with store brands. In this way, the consumers that responded about brands evaluated better the constructs Value and Commitment, recognized as antecedents of the loyalty behavior, than the ones that responded about the retail store brand. At the end, the academic and managing contributions of the study as well the suggestions concerning further studies are presented.
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SCHROEDER, VANESSA SANTOS. "A STUDY ON THE MEANING OF THE CONSUMER OF BEAUTY AND HYGIENICS PRODUCTS FOR HAIR IN THE LOW INCOME CLASS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2009. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=14703@1.

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O crescimento econômico ocorrido no Brasil na última década fez emergir uma fatia de mercado até então reprimida pelo consumo, as classes C, D e E. A multiplicação de empregos, o acesso ao crédito, a elevação da renda, aliado a incentivos do governo como o programa Bolsa Família e a previdência social produziram um fenômeno sem precedentes na história do país, o fortalecimento do consumo na população de baixa renda. No setor de higiene pessoal, perfumaria e cosméticos (HPPC) o cenário foi especialmente favorável com crescimento médio de 13,5% ao ano. Estes indicadores foram motivados principalmente pela entrada da mulher no mercado de trabalho, acarretando mudanças comportamentais no público feminino e na estrutura das famílias. A presente dissertação teve então como objetivo compreender os significados atribuídos pelo público feminino de baixa renda no consumo de produtos do segmento de higiene e beleza capilar. Para tanto, foram analisadas bibliografias referentes ao comportamento do consumidor e o processo de decisão de compra; e a influência do grupo social e da cultura no comportamento de consumo. Dessa forma, o presente estudo concluiu que o cuidado com a beleza está diretamente ligado a projeção da imagem e ao reconhecimento, seja pelo grupo social ou profissional, e em última instância, é um símbolo diretamente relacionado com a elevação da auto-estima e a busca da integração social.
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.
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48

Paschall, Katherine Wendy. "Risk and Resilience in Low-Income Families: Linking Contextual Risks, Parenting Styles, Child Emotion Regulation, Maltreatment, and Early Head Start." Diss., The University of Arizona, 2016. http://hdl.handle.net/10150/612537.

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Abstract:
Parenting is one of the most salient influences in children's development, particularly during early childhood. Substantial theoretical and empirical evidence has linked sociodemographic risk to compromised parenting, and has contributed to the development of two-generation programs to support low-income parents and their young children. Despite decades of research on these families, little is known about how styles of parenting change across time, how children's emotion regulation influences parenting styles, or how risks predict longitudinal stability and change to parenting. Furthermore, it is unclear how one two-generation program, Early Head Start, promotes positive parenting styles and buffers against contextual risks. The aim of the three papers in this dissertation study is to describe maternal parenting within a low-income sample, by linking longitudinal trajectories of parenting to contextual risks, Early Head Start, children's emotion regulation (ER), and risk for child maltreatment. Guided by the bioecological model, and components specific to the Ecological-Transactional Model of Child Maltreatment (Cicchetti et al., 2010), these three papers indicate specific risks that are most salient to exhibiting unsupportive parenting behaviors: family conflict, maternal depression, and attitudes and beliefs that indicate risk for child physical abuse. Furthermore, the papers highlight important methodological considerations for the study of parenting at risk, children's ER, as well as for clinicians assessing risk. The three papers, collectively, highlight the complex interplay of determinants of parenting, including sociodemographic characteristics, psychological factors, interpersonal relationships, child effects, family-level characteristics, and Early Head Start involvement.
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49

Junior, Eduardo Neder Issa. "Comportamento do consumidor de baixa renda: um estudo sobre o processo de compra de preservativos." Universidade de São Paulo, 2004. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-22042008-004526/.

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Abstract:
Este estudo versa sobre o comportamento de um grupo específico de consumidores brasileiros, classificados como de baixa renda, e busca avaliar como se dá o processo de tomada de decisão na compra de preservativos. Basicamente dois fatores justificam a importância do tema: o primeiro é o fato de que um dos segmentos que mais têm sido afetados pelo aumento da incidência da Aids é a população de baixa renda; o segundo, é a constatação de que crescem as taxas de fecundidade entre mulheres dessa mesma classe. As conseqüências socioeconômicas desses fatos podem ser graves. O uso de métodos contraceptivos e de prevenção contra a doença parece ser, portanto, o caminho para se amenizar o problema. O preservativo tem papel de destaque nessa luta. Tendo isso em vista, o trabalho procura lançar luz à compreensão do perfil das classes populares, seus estilos de vida e de compra, dando foco ao produto preservativo. A revisão da literatura trata da teoria do comportamento do consumidor, associando-a a estudos sobre hábitos de uso do preservativo e a considerações sobre atributos do mesmo. A pesquisa de campo procura identificar quais atributos do preservativo são considerados mais importantes pelos consumidores de baixa renda e qual o peso relativo dessa importância. Para tanto, faz uso de um estudo exploratório-descritivo, apoiado no método de análise da Conjoint Analysis, próprio para avaliação relativa entre atributos. Os principais resultados apresentados mostram que esses consumidores consideram fortemente a importância da marca e do preço, mas não desprezam fatores como formato e textura. Para concluir, as considerações finais destacam que os resultados apresentados sugerem oportunidades de ações de marketing que chamem a atenção dos atributos identificados como de maior importância relativa e permitam o maior acesso do indivíduo de baixa renda ao preservativo.
This thesis is about the behavior of a specific group of brazilian consumers who are classified as low income people. It aims to evaluate how they choose and buy condoms. There are mainly two factors that make this research important: the first one is related to the fact that the number of low income people with Aids is increasing; the second one is related to the growing birth rate in the low income group. The social and economical consequences of these factors are really serious. Using condom can be one of the ways to prevent Aids and pregnancy. Because of this, condom has an important role in this situation. This research intends to understand the profile of the low income groups, their way of living and buying, especially condoms. The theoretical review is based on the consumer behavior, relating it to the searches about the condom using habits and their attributes. The marketing research aims to identify which condom attributes are considered more important by the low income consumers and how such attributes are important or not to these consumers. The main results show that the consumers really consider the condom brand and price, but they also consider the format and texture. Finally, we conclude that there are marketing opportunities related to the condom attributes identified as the most important ones to the low income consumers.
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50

Simmons, Jennifer. "The relationship between consumer debt and mental health." Honors in the Major Thesis, University of Central Florida, 2013. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/910.

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Consumer debt is a growing phenomenon in the US and throughout the world. The beginning of the 21st century has been defined by such an incredible growth in consumer debt that American families have increased their debt relative to personal income four times faster than in the 1990s. Since the Federal Reserve began measuring the amount of American consumer debt and consumer income in the 1980s, consumer debt never exceeded consumer income until 2004 when it reached 104.8% of income. In the last two decades, researchers have observed a significant correlation between debt and mental health. The purpose of this thesis is to examine a comprehensive sample of previous quantitative research conducted on the relationship between debt and mental health. This thesis discusses the research in the following categories: 1) increased debt as a contributor to decreased mental health; 2) decreased mental health as a contributor to increased debt; 3) high correlation between debt and mental health risks.
B.S.W.
Bachelors
Health and Public Affairs
Social Work
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