OS CONSUMIDORES DE BAIXA RENDA A COMUNICAÇÃO NO SETOR DE HIGIENE PESSOAL, PERFUMARIA E COSMÉTICOS.

Detalhes bibliográficos
Ano de defesa: 2007
Autor(a) principal: Farias, Ana Paula Galvão
Orientador(a): Tarsitano, Paulo Rogério lattes
Banca de defesa: Queiroz, Adolpho Carlos Françoso lattes, Giacomini Filho, Gino lattes
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Metodista de São Paulo
Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
Departamento: Processo Comunicacionais
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: http://tede.metodista.br/jspui/handle/tede/832
Resumo: The consumers of low income, pertaining to classes C, D and E, represent 77% of the Brazilian population, a slice of market until then trifled with by the companies. After the Real Plan these consumers had increased its participation in the acquisition of products and services, and today they correspond approximately 45% of the Brazilian consumption. Aiming at to take care of to this great parcel of the population many companies they had started to develop products with inferior prices, but with trustworthy quality. The study he will investigate the marketing potential of these consumers and will have as main focus to present the strategies of communication developed by the companies of personal hygiene, would perfume and cosmetics, whose products are destined to the low income consumers.