Bacharelado em Ciências do Consumo (Sede)
URI permanente desta comunidadehttps://arandu.ufrpe.br/handle/123456789/3109
Siglas das Coleções:
APP - Artigo Publicado em Periódico
TAE - Trabalho Apresentado em Evento
TCC - Trabalho de Conclusão de Curso
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11 resultados
Resultados da Pesquisa
Item Consumo de animações por adultos: uma análise das motivações e percepções(2024-10-04) Silva, Everleyde Roxelle Cavalcanti da; Leão, Éder Lira de Souza; http://lattes.cnpq.br/4434499456331867; http://lattes.cnpq.br/3968848300464810The objective of this research is to thoroughly analyze the motivational aspects that influence the consumption of animations commonly associated with children and adolescents but that captivate a more experienced and diverse audience. This phenomenon reflects a significant shift in the collective perception of the role of animations in contemporary society. The cinematic landscape of animations presents a vast and rich field of complex themes, often underestimated, that reflect and express deeply rooted sociocultural constructions in different social contexts. By exploring this creative universe, it becomes possible to better understand the structural dynamics that not only stimulate culture but also attribute profound meanings to the consumption of animations as cultural products. Moreover, understanding the concept of animation allows for the demystification of outdated stereotypes and the breaking of stigmas often associated with human subjectivity, highlighting its relevance as an art form and a cultural expression.Item Como o capitalismo de vigilância influencia o comportamento do consumidor: uma plataforma instagramágico(2024-10-09) Lima, João Wellington de; Freitas, Dayse Amâncio dos Santos Veras; http://lattes.cnpq.br/2538184572616875; http://lattes.cnpq.br/3760247991082202With the transition from industrial to informational development, a structure for the transmission of information and globalized communication was created. This structure provided the emergence of new interactions, control, social transformation and a new type of power, called Instrumentary, configured by digital surveillance. With surveillance capitalism, which is a new logic of capitalism defended by author Shoshana Zuboff (2020), human experience was transformed into behavioral data, considered the new raw material and creating a new type of market. Currently, such data is collected from digital tools and platforms. The present work sought as an object of study the social network platform Instagram, with the hypothesis that consumers/users of this social network identify that they are influenced by the data generated through the platform. To explore the topic, bibliographical and qualitative research was carried out, with a survey of theoretical references. To collect information, the method used was the application of a questionnaire using the Google Forms tool, applied between the 3rd and 18th of September 2024 and analyzed based on the surveillance capitalism concept of Zuboff (2020). As a result, it was found that users/consumers of the social network Instagram are influenced by the platform based on the advertisements received. And the conclusion is that surveillance capitalism is a key factor in today's society, as through data mining and collection they can influence several individuals through the analysis of their information generated on platforms.Item Análise da motivação do consumidor para bens falsificados: um estudo de caso na indústria da moda(2023-09-06) Santos, Rebeca Brandão dos; Rocha, Maria Alice Vasconcelos; http://lattes.cnpq.br/6818128111009316; http://lattes.cnpq.br/0012117413384643The objective of this research is to raise subsidies for a theoretical reflection, starting from the analysis of the problem of the naturalization and growth of the use of counterfeit and pirated objects, also known as replicas, with the intention of improving the understanding about the motivations for buying and using these products, in addition to the satisfaction of contemporary consumers. In order to achieve the project's objective, bibliographic research, field research, data collection with the application of a digital form, and use of the observation and comparison method in the research approach will be carried out, using the qualitative approach with users of fake fashion products. As a result of this project, it is expected that discussions will take place on the increase of this specific consumption, taking into account its more accessible prices, which provide greater ease of acquisition in the illegal market. Furthermore, it is expected to argue the assumption of social inclusion through clothing in the use of items that characterize identity and belonging to specific groups.Item Globoplay: o consumidor na era do entretenimento digital(2024-03-19) Barbosa, Artur Lucas Santana; Leão, Éder Lira de Souza; http://lattes.cnpq.br/4434499456331867; http://lattes.cnpq.br/2033059765303774The consumption of entertainment has seen significant changes due to the rise of major productions and the increase in global distribution channels, especially through cinemas and DVD sales. However, the digitization and virtualization of consumption have led to new ways to access this content, both legally and illegally, with streaming platforms playing a key role in fighting piracy, although sometimes enabling illegal consumption through their own programming features. This study aims to analyze how the habits of Brazilian consumers in consuming cinematic content through streaming platforms have changed, focusing on Globoplay, the only Brazilian platform recognized in the national market. Additionally, the study seeks to understand consumer behavior towards other platforms through questionnaire data collected from the public. The results show that streaming platforms have become popular in the last decade, with the pandemic accelerating audiovisual consumption through these new access options. Notably, there has been a significant increase in Globoplay users, prompting the platform to rethink its dominance in the Brazilian entertainment market.Item A jornada do consumidor minimalista(2023-09-14) Melo, Adriene Elizabeth Vieira de; Souza, Angela Cristina Rocha de; http://lattes.cnpq.br/1030836126649193; http://lattes.cnpq.br/1520245741783041This research aims to understand the journey of the minimalist consumer. The consumer journey is understood as a set of steps that involve the customer in a process that begins with identifying the need for the purchase until the post-purchase period. This theme is relevant to Consumer Science, as consumption is the object of this Science, it is necessary for professionals in the area to understand how consumers who adopt a minimalist lifestyle carry out their consumption. On the other hand, Oliveira e Da Silva Paula (2021), point out that few studies have been developed from the perspective of the minimalist consumer. Thus, descriptive exploratory research with a qualitative approach was carried out to achieve the objectives. Data were collected from July 25 to August 13, 2023, through semi-structured interviews with ten individuals who declared themselves minimalist consumers. These were selected using snowball sampling. The script of questions used in the interviews was developed based on Scherer (2023) and the data were analyzed using the technique of content analysis by Bardin (2009) considering the bibliography of authors who deal with the theoretical categories of the research, that is, minimalist lifestyle and the consumer journey. The results showed that the practice of conscious consumption differentiates the journey of a minimalist client from those who do not adopt this lifestyle. Among the consumption practices identified are making shopping lists, searching for information online and in physical stores, and valuing price, durability, and quality as criteria for evaluating offers. As for the evolution of minimalist consumers, despite the difference between respondents in the time they consider themselves minimalists, all reported already practicing the principles related to this lifestyle. However, when it comes to the “pressure” suffered by society for being minimalist, the consumer who has had this lifestyle for a longer time is more resistant to pressure. Finally, we conclude that the minimalist consumer, in his customer journey, follows the stages of the purchase decision process established by Blackwell, Miniard, and Engel (2005). However, this process is influenced by the minimalist lifestyle, the primary purpose of these consumers' journey, leading to more conscious shopping, buying what is necessary, and considering the balance of finances. Thus, this result corroborates the study by Becker et al. (2020) who understand that the consumer's shopping experience is composed of a double journey, the customer's and the consumer's.Item Ir ao cinema: entendendo o processo de decisão dos frequentadores de cinema de Recife(2023-09-22) Brito, Raul Júlio Ribeiro de; Leão, Éder Lira de Souza; http://lattes.cnpq.br/4434499456331867; http://lattes.cnpq.br/9542706552979460Cinema is one of the most popular forms of entertainment today, and it continues to grow. Since its popularization at the beginning of the 20th century, cinema has proved to be a cultural activity of great commercial value. Since its popularization in the early 20th century, cinema has proved to be a cultural activity of great commercial value, due, among other factors, to its easy reproduction, a convenience that has only increased with the digital age. But due to processes that began in Brazil in the 1960s, there was a concentration of cinemas in shopping malls, which can bring a certain convenience by combining spaces for socializing, leisure and consumption, but it also imposes limitations and acts as a segregating agent. This study aims to understand what leads consumers in Recife to choose which movie theater to go to, using questionnaires applied online via google forms and interviews applied in person at movie theaters in Recife, as a way of collecting data, and carrying out a bibliographic survey based on online repositories and personal collections.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 O cabelo afro e a idealização dos cachos como estímulo para o consumo de produtos capilares(2023-09-14) Silva, Thamyres Lais dos Santos Dias; Leão, Éder Lira de Souza; http://lattes.cnpq.br/4434499456331867; http://lattes.cnpq.br/5519824216304640This work aims to understand how the social environment and racism influence the process of use, consumption and acquisition of hair products by people who have Afro hair. It also seeks to analyze how institutions reproduce this ideology in their products, advertisements and advertisements. It is characterized by being an exploratory, qualitative research. For data collection, observation techniques were used in social media and cosmetics stores, semi-structured interviews using their respective scripts, in addition to secondary data collected in the bibliographical research. 5 people who claimed to use hair products were interviewed, 4 of them being consumers and 1 owner of an afro salon and a brand of products for afro hair. The interviews took place between June and July 2023. The collected data and speeches were analyzed with the support of the life history method, considering the individual's subjective factors, and examining how life experiences and cultural factors can affect their decision-making process for the use and consumption of products. Black people carry centuries of repression in their history. The Eurocentric norm of establishing their characteristics as a standard establishes racism in society, racism was explicitly presented and with it erased cultures and symbolisms, in the process of reestablishing themselves in the social environment, black people had to camouflage many of their characteristics, one of them, their hair, with capitalism established in society, racism takes on a new guise. What previously appeared explicitly, currently acts in a veiled and biased way, acting from structural racism, which, in an “unconscious” way, tends to influence the way in which hair products are consumed and not only consumed, but propagated and developed, not prioritizing care, but the definition and socially established “beauty”.Item O consumo por aplicativo de delivery de comida: um estudo sobre a percepção dos consumidores em Recife - PE(2023-09-14) Freitas, Carlos Artur Oliveira; Leão, Éder Lira de Souza; http://lattes.cnpq.br/4434499456331867The process of technological transformation has enabled us to evolve far beyond just faster communication, but also evolution in the way we consume. In this context, consumption through food delivery apps stands out. With society increasingly developed and with less time, the consumer market for mobile applications has taken on a large proportion and has become part of the routine of people from Recife, whether at home or away from home. As a result, consumer behavior underwent changes and became the focus of this research along with the path taken to achieve this reality. In this scenario, the study is guided by the following question: What is the perception and how does the purchasing behavior of consumers using delivery apps work? The general objective is to explore various aspects related to this consumer market, to understand the perception of users of Ifood and other food delivery applications. Research using an online form was used as a methodology in conjunction with bibliographical research, based on a descriptive study with a qualitative approach. The study was limited to the city of Recife-PE, with the population being people who consume food through a food delivery app in this city and a sample of 89 consumers, who fit into a non-probabilistic sample, with whom an appropriate structured questionnaire was applied. to the objectives of this research, and the results were subsequently analyzed using descriptive statistics. As a conclusion of this study, it was evident that consumers seek practicality, time savings and use the service as a form of reward, opting for applications due to ease, clarity of information, variety, judging them as relevant in decision making.