Detalhes bibliográficos
| Ano de defesa: |
2017 |
| Autor(a) principal: |
Sayon, Marina
 |
| Orientador(a): |
Almeida, Luciana Florêncio de |
| Banca de defesa: |
Rocha, Thelma Valeria,
Strehlau, Vivian Iara,
Lopes, Evandro Luiz,
Silva, Dirceu da |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/537
|
Resumo: |
This study's main objective was to understand how the constructs of masculinity and vanity impact male cosmetics consumption in Brazilian men from different social classes. There was still the intention to detect if the levels of vanity and masculinity are negatively correlated and if other variables such as age and marital status had any moderation effect on these constructs. These variables were defined based on bibliometric techniques applied to published studies in this field of knowledge, which allowed to identify which gaps haven´t been investigated yet. To test the raised hypotheses and answer the previous questions, responses of 476 men from a quantitative self-administered survey available in several online and physical channels were analyzed. The results indicated that, more than independent from each other, the levels of vanity and masculinity positively influence cosmetics consumption, and being part of the CDE classes also results in higher consumption. However, an investigation of the possible moderators revealed collinearity between age and marital status, and it was necessary to remove the age from the regression. Considering this, only the marital status variable got into the final model, to estimate the cosmetics consumption according to the variables of vanity, masculinity, social class and marital status. The academic contribution came especially by the systematization of the data performed in the execution of the bibliometric techniques and the subsequent deepening in the gaps found on the subject. In this study, a connection between cosmetics consumption and some constructs of personal values, in different social classes. Regarding the pragmatic contributions, the corollary of the results summed to the conclusions of previous searches allowed some marketing strategies suggestion to the companies, to boost this niche’s results that already shows a great perspective in the cosmetics market, revealing sales of almost R$ 20 billion in Brazil (EUROMONITOR, 2017). |
