Detalhes bibliográficos
| Ano de defesa: |
2014 |
| Autor(a) principal: |
VEIGA, Fernanda Dantas |
| Orientador(a): |
OLIVEIRA, Sérgio Ricardo Goes |
| Banca de defesa: |
SILVA, Jader Cristino de Souza,
MENDES, Victor Marcelo Oliveira |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Salvador
|
| Programa de Pós-Graduação: |
Administração
|
| Departamento: |
Administração
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://teste.tede.unifacs.br:8080/tede/handle/tede/464
|
Resumo: |
The purchasing power of low-income population in Brazil has shown significant growth mainly from the last decade. This fact aroused the interest of entrepreneurs and researchers in the area of marketing to understand more deeply the behavior of consumption in this portion of the population. Despite the increase in power consumption, the household budget of the population base of the pyramid is restricted, limiting the consumption of certain products. But even with financial constraints, this portion of society is a major consumer of products that can be considered superfluous, as is the case of consumption of beauty products. The objective of this work is to identify the real reasons why low-income women to consume regular beauty products and hair care, even having basic and most urgent needs to meet. This research is qualitative and exploratory approach uses the theory of Means-End Chains as a research strategy and will apply the Laddering technique that makes use of in-depth interviews to collect primary data. |
