The reflex of marketing actions in the Brazilian dominated consumers

Informações

Código: MKT2603
Divisão: MKT - Marketing
Tema de Interesse: Tema 09 - Marketing e Sociedade

Autores

Bibiana do Lago Warth (MPGN/UNISINOS - Universidade do Vale do Rio dos Sinos) mjfonsec@gmail.com
Marcelo Jacques Fonseca (MPGN/UNISINOS - Universidade do Vale do Rio dos Sinos) mfonseca@unisinos.br

Resumo

The importance of studying consumption at the bottom of the pyramid (BOP) has increased in the past decades. This study sought to identify consumer practices that reflect the influence of the marketing actions at the bottom of the pyramid. For this purpose, a qualitative research was conducted through 25 qualitative interviews with low income consumers. Results were analyzed in view of the different levels of Bourdieu’s cultural capital and compared to previous research made in India about that subject (JAISWAL; GUPTA, 2015). Findings suggest meanings associated with brands, influence of celebrity endorsement, susceptibility to sales, problems and risks in prioritization of expenses, and existence of domination in the way people appropriate meaning of consumption. This study provides theoretical contributions about the influence of cultural capital in perception by BOP consumers of the marketing actions. From the market’s perspective, this study helps companies to improve segmentation of marketing actions according to level of economic and cultural capital. It also contributes to better understanding of the logics that permeate perceptions of marketing.

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