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Publication
A importância da adaptação da linguagem do visual merchandising para o varejo de baixa renda
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.13 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A evolução do varejo no Brasil, também atribuída ao crescimento econômico das
últimas décadas, foi marcada pelo surgimento de novos formatos e estratégias
comerciais e por um surpreendente processo de transformação social. Observa-se que a
referida transformação social foi seguida pelo aumento do poder aquisitivo das
diferentes classes sociais que compõem o cenário econômico. O crescimento
econômico, proporcionado pela instituição de políticas econômicas e de inclusão social,
fez despontar um nicho de mercado, que até o momento apresentava-se com acesso
restrito ao consumo, formado pela classe social de baixa renda.
O surgimento de um novo cenário mercadológico constituído por indivíduos
pertencentes à classe social de baixa renda e a concorrência saturada dos mercados
consolidados despertaram o interesse de muitas empresas em incrementar suas
atividades investindo no emergente mercado de consumo. Para consolidar suas
atuações em um mercado pouco conhecido, algumas empresas perceberam a
necessidade de compatibilizar sua estratégias comerciais e de marketing ao novo perfil e
comportamento dos respectivos consumidores. Entretanto, ainda é possível observar que
muitas das referidas estratégias são desenvolvidas a partir de mitos acerca das
motivações e comportamentos de consumo da classe social de baixa renda e, desta
forma, não correspondente ao estilo de vida e formação cultural do referido público
alvo.
O presente estudo pretende contribuir para o aperfeiçoamento do varejo de baixa renda
e, desta forma, apresentar a importância de planejar ações comerciais e de
convencimento de consumo coordenadas com estratégias de marketing, notadamente do
visual merchandising, adaptadas ao referido público alvo. Para alcançar a proposta deste
estudo fez-se necessária a compreensão do estilo de vida do respectivo público alvo
através do desenvolvimento de métodos de pesquisa investigativos, para uma análise
detalhada e assertiva das respectivas motivações de consumo.
The evolution of retail in Brazil, also attributed to the economic growth from the last decades, was flagged by the outbreak of new commercial styles and strategies, and by an amazing process of social transformation. It’s noticeable that the so called social transformation was followed by the purchase power’s growth from the various social ranks that form the economic environment. The referred consumerism market transformation was possible through the institution of economic policies and social integration, which provided a shift at the country’s economic scene and, by it, the strengthening of consumerism in the lower income social class. The appearance of a new marketing scene constituted by individuals who belong to the low income social classes and the saturated competition of consolidated markets aroused the interest in many companies in increasing their activities at the emerging consumerism market. To consolidate their actions at a little known market, some companies saw the need of aligning their business and marketing strategies to the new profile and behavior of the related consumers. However, it is still possible to observe that many of those strategies are developed through myths that surround the will and consumer behavior of the low income social class and, because of it; it doesn’t match to the life style and cultural education of this target group. The present study intends to contribute to the improvement at the low income retail and, this way, to present the importance of planning marketing actions coordinated with marketing strategies, notably from the merchandising look, adapted to the referred target group. To reach this study’s proposal, it was adamant the comprehension of the lifestyle of the individuals who belong to low income social classes through the developing of investigative research methods, for a more detailed and assertive analysis of the respective consumer motivation and, this way, providing the identification over visual.
The evolution of retail in Brazil, also attributed to the economic growth from the last decades, was flagged by the outbreak of new commercial styles and strategies, and by an amazing process of social transformation. It’s noticeable that the so called social transformation was followed by the purchase power’s growth from the various social ranks that form the economic environment. The referred consumerism market transformation was possible through the institution of economic policies and social integration, which provided a shift at the country’s economic scene and, by it, the strengthening of consumerism in the lower income social class. The appearance of a new marketing scene constituted by individuals who belong to the low income social classes and the saturated competition of consolidated markets aroused the interest in many companies in increasing their activities at the emerging consumerism market. To consolidate their actions at a little known market, some companies saw the need of aligning their business and marketing strategies to the new profile and behavior of the related consumers. However, it is still possible to observe that many of those strategies are developed through myths that surround the will and consumer behavior of the low income social class and, because of it; it doesn’t match to the life style and cultural education of this target group. The present study intends to contribute to the improvement at the low income retail and, this way, to present the importance of planning marketing actions coordinated with marketing strategies, notably from the merchandising look, adapted to the referred target group. To reach this study’s proposal, it was adamant the comprehension of the lifestyle of the individuals who belong to low income social classes through the developing of investigative research methods, for a more detailed and assertive analysis of the respective consumer motivation and, this way, providing the identification over visual.
Description
Keywords
Baixa renda Varejo Comportamento do consumidor Visual merchandising Low income Retail Consumer behavior