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Os relacionamentos com as marcas nas fases adiantadas da vida
| Name: | Description: | Size: | Format: | |
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| 1.33 MB | Adobe PDF |
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Abstract(s)
As dinâmicas de relacionamento das marcas com os consumidores reformados (indiví-duos de 65 anos ou mais, reformados, que preservam a atividade de consumo e têm boa capacidade motora e cognitiva) têm sido pouco exploradas pela literatura do marketing. O propósito desta investigação é preencher a referida lacuna por meio da análise de quais são as características destes relacionamentos, construindo um modelo que possa defini-los, explica-los e compreender quais são suas semelhanças e diferenças com outros mo-delos de relacionamento com as marcas. Para tal foi escolhida uma abordagem indutiva, qualitativa e interpretativista, buscando compreender a questão por meio da interpretação dos próprios consumidores reformados. Após a definição do universo e da amostra, foram realizadas entrevistas com 28 consumidores reformados por meio de um guião semiestru-turado e as respostas foram posteriormente convertidas em dados por meio da técnica do Framework. Os dados permitiram a construção de uma matriz central para visualizar e analisar os resultados, buscando construir o modelo que era o objeto original de busca da investigação. Construído com base em dois pilares principais, Lealdade de Marcas e Re-levância das Marcas, o modelo em questão identificou seis perfis de relacionamento com marcas de produtos (Lealdade seletiva de facto, Lealdade seletiva por convicção, Leal-dade alargada de facto, Lealdade alargada por convicção, Deslealdade por convicção e Deslealdade de facto) e quatro para serviços (Lealdade de facto, Lealdade por convicção, Deslealdade por convicção e Desconhecimento) . Em comparação e contraste com a lite-ratura existente, foram identificadas as categorias de produtos com as quais os referidos consumidores têm maior tendência à lealdade, em quais categorias as marcas são mais relevantes para os reformados e outras conclusões referentes ao assunto em questão.
The relationship dynamics of brands with retired consumers (individuals aged 65 or over, retired, who preserve not just consumer activity but also good motor and cognitive skills) have been absent from marketing literature. The purpose of this investigation is to fill this gap by analyzing the characteristics of these relationships, building a model to define and explain them. For this purpose, an inductive, qualitative and interpretive approach was chosen, seeking to understand the issue through the interpretation of retired consumers themselves. After defining the universe and the sample, interviews were conducted with 28 retired consumers through a semi-structured script, and their answers were later converted into data using the Framework technique. This data was used for the construction of a central matrix to visualize and analyze the results, seeking to build the model that was the original research object. Built on two main pillars, Brand Loyalty and Brand Relevance, the model in question identified six relationship profiles with product brands (De facto selective loyalty, De facto selective loyalty, De facto extended loyalty, Extended loyalty by conviction, Disloyalty by conviction and Disloyalty in fact) and four for services (Loyalty in fact, Loyalty by conviction, Disloyalty by conviction and Disloyalty). In comparison and contrast to the existing literature, the product categories with which these consumers have a greater tendency to loyalty were identified, in which categories the brands are more relevant for retirees and other relevant conclusions.
The relationship dynamics of brands with retired consumers (individuals aged 65 or over, retired, who preserve not just consumer activity but also good motor and cognitive skills) have been absent from marketing literature. The purpose of this investigation is to fill this gap by analyzing the characteristics of these relationships, building a model to define and explain them. For this purpose, an inductive, qualitative and interpretive approach was chosen, seeking to understand the issue through the interpretation of retired consumers themselves. After defining the universe and the sample, interviews were conducted with 28 retired consumers through a semi-structured script, and their answers were later converted into data using the Framework technique. This data was used for the construction of a central matrix to visualize and analyze the results, seeking to build the model that was the original research object. Built on two main pillars, Brand Loyalty and Brand Relevance, the model in question identified six relationship profiles with product brands (De facto selective loyalty, De facto selective loyalty, De facto extended loyalty, Extended loyalty by conviction, Disloyalty by conviction and Disloyalty in fact) and four for services (Loyalty in fact, Loyalty by conviction, Disloyalty by conviction and Disloyalty). In comparison and contrast to the existing literature, the product categories with which these consumers have a greater tendency to loyalty were identified, in which categories the brands are more relevant for retirees and other relevant conclusions.
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Keywords
Envelhecimento Idoso Marca Relacionamento com as marcas Marketing