TCC - Bacharelado em Ciências do Consumo (Sede)
URI permanente para esta coleçãohttps://arandu.ufrpe.br/handle/123456789/3136
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Resultados da Pesquisa
Item O negócio da beleza: conhecendo o público masculino e o consumo de serviços e produtos de bem-estar(2023-09-15) Farias, Nataly Lira Veloso de; Falcão, Carolina Cavalcanti; http://lattes.cnpq.br/9887570122994623; http://lattes.cnpq.br/5192625199647512The male beauty market is constantly changing, and understanding the consumption habits of this audience, as well as developing strategies to attract male consumers, are essential. This study aims to fill a gap in research on the consumption of aesthetic products and services by the male public, employing the integration of marketing with the study of gender to generate effective tools and tactics. By identifying the characteristics of this audience, analyzing their needs and motivations, as well as proposing personalized marketing strategies, we seek to contribute to the growth and improvement of the beauty market aimed at men and, in particular, aesthetic clinics. This project employed a qualitative methodological approach, based on bibliographic analysis, as well as a quantitative approach, using questionnaires as a research instrument. In this context, a survey was conducted using a questionnaire aimed at the target audience, made up of male consumers of beauty services and cosmetic products. The objective is to understand how marketing and gender studies can generate tools and strategies that awaken desire and attract the male public to consume aesthetic services and cosmetic products. This takes into account socio cultural transformations over time and how these changes influence the human behavior of this new consumer model. Recognizing that the beauty market is a sector in constant expansion and innovation, both in terms of products and services, and being one of the most promising segments, the beauty industry boosts the Brazilian economy and creates countless opportunities. Men's interest in self-care has significantly contributed to this growth. The results of this research highlight the main motivations that influence men's consumption behavior, with the opinions of friends and family being the primary influencing factor, followed by expert opinions. Finally, it can be observed that the surveyed group indicated self-image and personal well-being as the main motivations for the consumption of aesthetic products and services.Item Conexão e engajamento com os consumidores a partir do Instagram: o caso da empresa VR Veículos Recife(2023-09-14) Braz, Igor Danilo dos Santos; Falcão, Carolina Cavalcanti; http://lattes.cnpq.br/9887570122994623This research aims to underscore the pivotal role of human interaction within the supplier-consumer dynamic in the digital realm, drawing upon anthropological insights into consumption patterns and contemporary digital marketing trends. Assuming a singular case study as its foundation, this study adopts a qualitative approach to scrutinize the efficacy of incorporating posts pertaining to the personal life of the VR Veículos Recife owner. The primary focus of the study is to analyze how such posts work as a strategic tool for fostering engagement and forging connections with the company's Instagram followers. Methodologically, data was collected through interviews with the business owner, coupled with an analysis of the interplay between post content and the corresponding metrics of engagement on the platform, as well as their discernible impact on sales figures. Ultimately, the study concludes by underscoring the indispensability of deploying connection-oriented strategies for the success of small businesses striving to make their mark on this platform.Item Consumismo verde: o paradoxo entre o capital e a crise ambiental, com a venda de soluções em potes(2021) Lopes, Yasmin Gonçalves; Leão, Éder Lira de Souza; http://lattes.cnpq.br/4434499456331867; http://lattes.cnpq.br/1249005258212414Green consumerism - the act of unavoidable purchase of "green" products - is the name given here to the socioeconomic phenomenon of the 21st century, which manifests a growing offer and demand for eco-friendly products. The present study aims to analyze the phenomenon of green consumerism in the face of the capitalist economic system, as well as the Consumer Society's perception of it, by observing the systematic deviation and the fake green, as well as investigating the increase in the consumption of eco-friendly or green-friendly products, verifying them as possible pot solutions. From this perspective, the perception of consumers about green marketing and greenwashing is of paramount importance, as well as the investigation of the feeling of guilt and anxiety in technologically active young people in the face of the current environmental crisis. The intent of this paper is to produce a strategic basic research in the face of the Consumer Society phenomenon, referred to as green consumerism. Based on descriptive and exploratory research, with a quali-quantitative approach, hypothetical-deductive method, carrying the procedures elaborated from bibliographic, documental and survey study. The results obtained through the manifestation of capitalist systematic deviation clearly show the correlation and perpetuation of deviation through fake green or false support for the environmental cause. Leading to increased production and consumption of eco-friendly products, seen symbolically due to educational failure, through green marketing strategies, as positive pot solutions. Giving subsidy to greenwashing and its false "green" advertisements, based on the economy of deception, as well as demonstrating the direct proportionality between increased consumption of products, including green-friendly ones, with increased environmental devastation, demonstrating the gullible consumer outlook. This highlights the socio-environmental suffering of the Consumer Society. Where population and environment are exploited, reaching catastrophic numbers in the loss of biodiversity, as well as the mental sickness of young people, who feel guilty, helpless and anxious in the face of ecocides, judging themselves betrayed by governments.Item É mais caro ser mulher? Uma análise sobre o consumo feminino(2021-12-16) Silva, Mirian Nunes; Freitas, Dayse Amâncio dos Santos Veras; Silva, Laurileide Barbosa da; http://lattes.cnpq.br/7869325906861017; http://lattes.cnpq.br/2538184572616875; http://lattes.cnpq.br/1936453717224178The present work proposes analyzing the relationship between consumption and gender in the consumer society. This term is used from the considerations of Zygmunt Bauman, he understood this society promotes a consumerist lifestyle. Whitin these considerations, the concept of vulnerability in the Consumer Defense Code (CDC) stands out. The work has as general objective to research the relationship between gender, consumption and vulnerability. Throught qualitative, descriptive and documentar methodology, with the following proceedings: Literature review on consumption and gender e CDC analysis. Taking these aspects into account it’s understood that female consumers are twice as vulnerable, as they aren’t only consumers, but also because they are women. Thus, characterizing itself as hypervulnerable. It could also be observed the “pink tax” factor, where there is a disproportion in the values of products when they are aimed at women, understanding then it is more expensive to be a woman.Item Acesso das crianças ao Tiktok e a influência nas escolhas de consumo familiares(2021) Santos, Gabriela Nascimento dos; Freitas, Dayse Amâncio dos Santos Veras; Silva, Laurileide Barbosa da; http://lattes.cnpq.br/7869325906861017; http://lattes.cnpq.br/2538184572616875; http://lattes.cnpq.br/6032200178917969The present work seeks to discuss the influence that advertising directed to children and adolescents within TikTok exercise in family consumption habits. The app was the most downloaded of the year 2020 and currently has more than 1 billion users, 28% of these users are children and adolescents with an immense network of targeted content creators. Through a literature review, we sought the understanding of the child's place in contemporary family formatting. An analysis of download data and application usage was used to understand the child audience and the content intended for that audience. An observation of profiles aimed at children and adolescents showed that advertising uses the platform to apply two types of advertising to its children's users, being one explicitly and already known and a newer implicitly, which sometimes not even being understood as propaganda.