A migração acentuada para áreas urbanas e o rápido crescimento da população nas últimas décadas criaram forte demanda por habitações no Brasil e, como conseqüência, o aparecimento de graves problemas urbanos, com o aumento das necessidades habitacionais da população, principalmente no segmento de baixa renda. Uma das razões do não-atendimento dessa demanda é a dificuldade de acesso da população a habitações adequadas no setor formal. O presente trabalho fará uma análise da adequação dos programas de financiamento habitacional voltados à população de baixa renda, à luz das necessidades e limitações dessa população, visando a dar subsídios à elaboração e estruturação de programas de financiamento habitacional que possam melhorar o acesso da população de baixa renda a habitações adequadas. O texto inicialmente preocupa-se em discutir as características da população de baixa renda, como suas necessidades habitacionais, orçamento familiar e capacidade de pagar o preço da menor habitação adequada. Posteriormente, apresenta e analisa os principais programas de financiamento habitacional voltados à população de baixa renda no Brasil, discutindo seus objetivos, fontes de recursos e principais características. Por fim, o trabalho discute a adequação desses financiamentos às necessidades da população de baixa renda, seja quanto à sua capacidade de pagamento, seja quanto ao volume de recursos necessários para atender à sua demanda para aquisição de habitações adequadas, mostrando onde existem desajustes que interferem no acesso dessa população a habitações adequadas no setor formal e sugerindo realinhamentos na estruturação dos programas e no volume de recursos ofertados. / The accentuated migration to urban areas and the rapid population growth in the last decades have created strong demand for housing in Brazil and, as consequence, the appearance of serious urban problems, with an increase in the number of housing necessities, mainly in the segment of the low-income population. One of the reasons for the existence of non-attended demand is the low-income population difficulty in accessing adequate housing units in the formal market. The present dissertation will analyze the adequacy of the housing finance programs directed to low-income households, in the light of their necessities and limitations, aiming to give subsidies for the development and structuration of housing finance programs that could improve the access of the low-income population to adequate housing units. The dissertation initially discusses the characteristics of the low-income population, such as their housing necessities, familiar budget and capacity to pay the price for the smallest adequate housing unit. Later, it presents and analyzes the main housing finance programs directed to the low-income population in Brazil, discussing their objectives, sources of funds and main characteristics. Finally, the dissertation discusses the adequacy of these housing finance programs to meet the necessities of the low-income population, both in relation to their payment capacity and to the volume of resources to attend their demand for purchasing adequate housing units, showing where it is disadjusted in a way that interferes in the access of this population to adequate housing units in the formal market and suggesting realignments in the structuration of these programs and in the volume of the offered resources.

O aumento do poder aquisitivo das famílias de baixa renda no Brasil transformou esse público em um mercado atraente para as empresas de vários segmentos. Percebeu-se, contudo, que não está ainda refletida em conhecimento, na área de marketing, a relevância tanto econômica como social dessa parcela da população brasileira, uma vez que se verificou que há escassez de informações e de estudos sobre o tema. Nesse contexto, o objetivo nesta tese é investigar a preferência pela marca no processo de decisão de compra de mães de famílias de baixa renda no segmento alimentar. Para sua consecução, na fundamentação teórica, foram abordadas especificamente as teorias sobre o comportamento do consumidor, a marca e o valor. Além disso, apresentaram-se as características do consumidor de baixa renda brasileiro. A pesquisa de campo foi realizada em duas fases. Na primeira, que constitui um estudo qualitativo e exploratório, foram realizadas entrevistas em profundidade com as mães, a fim de se verificarem os fatores que elas levam em consideração na hora da compra dos produtos achocolatado em pó; bebida láctea; biscoito recheado; cereal de milho açucarado; petit suisse e snacks (salgadinho de milho e batatinha frita ondulada). Os fatores encontrados nas entrevistas em profundidade com as mães de famílias de baixa renda foram: para achocolatado em pó: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e embalagem (tampa de rosquear ou tampa de puxar); para bebida láctea: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de ilustração ou não; para biscoito recheado: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de figurinha ou não; para cereal de milho açucarado: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de brinde ou não; para petit suisse: marca, preço, nutrição (com vitaminas e minerais ou sem vitaminas e minerais) e presença de ilustração ou não; para batatinha frita ondulada: marca, preço, nutrição (com gordura trans ou sem gordura trans) e sabor (natural, churrasco e cebola e salsa) e, por fim, para salgadinho de milho: marca, preço, nutrição (com gordura trans ou sem gordura trans) e presença de brinde ou não. O processo analítico foi baseado na análise textual interpretativa e na técnica de templates. Na segunda fase da pesquisa de campo, um estudo quantitativo e exploratório, foram realizadas entrevistas cujo roteiro foi elaborado com base nos resultados da primeira fase. Buscou-se investigar a importância da marca durante o processo de decisão de compra, verificando-se se a preferência pela marca ocorria para todos os produtos ou apenas para alguns específicos. Utilizou-se sobre essas avaliações o método da análise conjunta separadamente para cada produto. As análises obtidas mostraram que as mães de famílias de baixa renda compram todos os produtos investigados pela marca. Realizada a análise conjunta, procedeu-se à análise de agrupamentos com o objetivo de reunir em grupos as mães com preferências semelhantes e de analisar a composição de tais grupos quanto às variáveis auxiliares inseridas no questionário. Para alguns dos produtos, foram construídos três clusters, enquanto, para outros, quatro. Com isso, verificou-se que as mães de família de baixa renda não são todas iguais, ou seja, as empresas devem elaborar estratégias de marketing específicas para cada tipo de mãe. No entanto, em razão de a amostra ser nãoprobabilística e das técnicas adotadas, não foram realizadas inferências para toda a população brasileira. / The growing purchasing power of low-income families in Brazil has made this segment an attractive market for companies in a range of areas. The economic and social relevance of this section of Brazils population still doesnt appear to be reflected in marketing knowledge, however, since there is little information available and few studies on the subject. As such, the aim of this thesis is to investigate brand preference among mothers of low-income families when deciding what food products to buy. To this end, our theoretical foundation involved the specific examination of consumer behavior, brand and price theories. We also considered the characteristics of low-income Brazilian consumers. Our field research was conducted in two phases. In the first a qualitative, exploratory study we conducted in-depth interviews with mothers to establish which factors came into play when purchasing powered-chocolate drinks; milk-based drinks; filled cookies; sugar-coated corn flakes; processed cheese, and snack foods (corn chips and potato chips). The factors identified in the in-depth interviews were: for powered-chocolate drinks: brand, price, nutrition (with or without vitamins and minerals), and packaging (screw-on or pull-off lids); for milk-based drinks: brand, price, nutrition (with or without vitamins and minerals), and illustrations; for filled cookies: brand, price, nutrition (with or without vitamins and minerals), and collectors cards; for sugarcoated corn flakes: brand, price, nutrition (with or without vitamins and minerals), and surprise at the bottom of the box; for processed cheese: brand, price, nutrition (with or without vitamins and minerals), and illustrations; for corn chips: brand, price, nutrition (with or without trans fatty acids), and surprise at the bottom of the packet; and, finally, for potato chips: brand, price, nutrition (with or without trans fatty acids), and flavor (natural, barbecue, and parsley and onion). The interviews were then given interpretative textual and template analyses. In the second phase of field research a quantitative, exploratory study we conducted interviews following a script developed from the results of the first phase. We sought to investigate brand importance when deciding which product to buy in order to determine if brand preference influenced the purchase of all products or only specific items. To assess these interviews a conjoint analysis was carried out for each individual product. The results obtained showed that mothers of low-income families bought all of the products studied according to brand. After the conjoint analysis, we conducted a cluster analysis in order to group mothers with similar preferences and analyze the composition of these groups with respect to the auxiliary variables included in the questionnaire. For some products, three clusters were established, while for others there were four. This revealed that the mothers of low-income families are not all alike; in other words, companies need to develop specific marketing strategies for each type of mother. However, because the sample was not probabilistic and the techniques were adopted, inferences were not made for the entire Brazilian population.

This study explored the use of location-based marketing to minimize the effect of poverty penalty often experienced by the low-income consumers. Poverty penalty is a phenomenon that explains why the low-income consumer pay relatively more than middle- an upper-income consumers. The low-income consumer is normally situated in areas that are far from retailers, thus has to incur a considerable amount on transport costs, which in effect leads to an increased cost to acquire goods and services, and means that this consumer is restricted by location. Location-based marketing is the use of location to broadcast marketing information to the consumer relevant to their location and preferences. Low-income consumers can use this location-specific information to optimize their location by taking advantage of the goods and services around them to save on further travel costs. The study was a quantitative survey that asked low-income consumers about their perceptions on what location-based marketing could offer them. The key findings of the study were that consumers value personalisation of the content, access to information would lead to access to more goods and services, and finally that access to information optimise the location of the consumer and lead to reduced transport costs. The study contributed academically by establishing that for the low-income consumer, mobile marketing needs to be focused at optimising the current location, and not transacting anywhere and anytime as the existing literature suggests. / Dissertation (MBA)--University of Pretoria, 2013. / lmgibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

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[pt] Este trabalho investiga a formação de atitudes dos clientes do Instituto Beleza Natural, um salão especializado em cabelos crespos. Estuda, particularmente, o desenvolvimento de atitudes positivas em relação aos serviços oferecidos pelo Instituto de Beleza Natural, procurando explicar o sucesso da empresa. Foram realizadas várias entrevistas com clientes do Instituto para identificar temas associados tanto às restrições como aos estímulos associados à utilização dos serviços oferecidos. Os resultados indicam um conjunto significativo de temas relacionados à atitude como: desejo de modificar o cabelo, cabelo não cresce, preconceito na escola, cabelo arrumado ajuda a conseguir um emprego, melhora a autoestima, atrai o olhar dos rapazes etc. Todas as temáticas foram analisadas e associadas às problemáticas de acordo com método sugerido por Guerra (2006). As principais problemáticas, como por exemplo, os sacrifícios financeiros para fazer o tratamento no Beleza Natural, as excluídas do Beleza, as que desprezam o Beleza Natural, são analisadas na perspectiva das implicações gerenciais. Algumas dessas implicações podem ajudar empresas que focam em problemas semelhantes. Podem ajudar também as que buscam atender necessidades de consumo nas camadas de baixa renda. / [en] This work aims to understand how the attitudes of the clients of Instituto de Beleza Natural (a beauty salon that specializes in afro textured hair) have been fostered. It focuses particularly on the development of positive attitudes regarding the services offered by the Instituto Beleza Natural in order to explain the Instituto’s commercial success. It was decided that the best method to adopt for this research was to undertake several in depth interviews with clients of the Instituto. This approach enabled the researcher to identify themes related not only to the stimuli for using the services offered, but also to pin point the restrictions to them. The results show a significant amount of themes related to attitude, such as the wish for a different sort of hair, hair that won’t grow longer, prejudice at school, neat hair helps to find a job, it helps self-esteem, it attracts the boys’ eyes, and so on. All the themes were analyzed and associated to the problems according to the method suggested by Guerra (2006). The main problems (such as financial difficulties to undergo the treatment at the Beleza Natural, the people who were excluded from it and the ones who scorn it ) are analyzed in the perspective of managerial implications. Some of these implications may be of value for other businesses with similar problems. They may also help those that target catering for the needs of low income clients.

Masters in Public Administration - MPA / The ANC government came to power in 1994 and has had to come to grips with many economic, social and political challenges it inherited from the apartheid regime. A majority of the people were marginalized and subjected to poor standards of living in areas that were inadequately provided for in terms of basic services. One of the biggest challenges the new government is facing is the delivery of services especially housing. Poor policy implementation continues to complicate the existing problems. The study critically examined the extent to which poor policy implementation has affected the provision of housing in Khayelitsha with focus on the respective stakeholders. / South Africa

Magister Artium - MA / An extensive literature review on child well-being has signified a dearth in relevant South African research on the current topic. It has been established that the interplay of hope, life satisfaction and income level exerts a great impact on the well-being of children. Hence, this study aims to investigate the relationship between hope and life satisfaction among children in low and middle income communities in Cape Town. More specifically, the study aims to ascertain the moderating effect of income level on the relationship between hope and life satisfaction. The 3P Model of Subjective Well-Being (SWB) was used as a theoretical position conceptualising this study. The model categorizes the components of subjective well-being under temporal states of the Past, the Present and the Prospect (future), and therefore proposes that we evaluate our lives across these temporal states. The study used secondary data from the Children’s Worlds: International Survey on Children’s Well Being (2012). Data was collected across all 12 year old participants, within each participating school, by means of purposive sampling, with a total of 1004 participants. The questionnaire administered, incorporated Huebner’s (1991) Student Life Satisfaction Scale (SLSS) and Snyder’s et al. (1997) Children’s Hope Scale. Data was analysed by means of correlational analysis and results revealed that there is a significant relationship between hope and life satisfaction for both low and middle income communities. The Process Tool for Moderation Analysis revealed that income level moderates the relationship between hope and life satisfaction. Moreover, this relationship appeared to be stronger for the low income group than for the middle income group. Hence, this finding suggests that hope has a more pronounced impact on life satisfaction for the low income group than for the middle income group.

Magister Public Health - MPH / Many poor households in South Africa find themselves living in informal housing and only become proprietors of formal housing via the government subsidy scheme for core low-cost housing, thereby also realizing their constitutional right to housing. The subsidy is however limited and it largely determines materials, and construction methods used. Obtaining a formal low-cost dwelling means that basic services such as electricity, sanitation, water and waste collection, is available to the home owner. Formal low-cost housing settlements are commonly located in poor areas and recipients of the housing subsidy are commonly unemployed or have low-income jobs, and frequently originate from informal settlements where services, albeit limited and often communal, were provided at no cost. This study sought to assess the combined effect of relocating from an informal dwelling to a formal low-cost dwelling and receiving individual house-based basic services of electricity, water, sanitation and waste collection, on environmental- and household health. An ecological study design was used whereby data was collected at "baseline" while households were living in the informal settlement, and again at "2 years relocated" i.e. 2 years after moving in to the formal low-cost dwelling. The study population included all households residing in the Phumlani- and Pelican Park- Zeekoevlei Informal area in the year 2000, who were on the waiting list to receive low-cost core housing units in Phumlani Village and were due to be relocated there. Due to the rapid pace at which construction of new homes occurred not all households could be captured whilst living in the informal settlement, i.e. at "baseline". The actual sample subsequently consisted of 53 households at "baseline", and all, i.e. 124 households at "2 years relocated". Data was collected via a structured interview, whereby one respondent per household was interviewed by a trained fieldworker. Positive health improvements were reported by households in terms of personal and household health. Significant (p<0.05) positive improvements were found for households in formal lowcost housing at "2 years relocated" for exposures to: overcrowded living conditions (PR=1.159, 95%CI=1.153 – 3.328); indoor air pollution due to cooking and heating (PR=2.185, 95%CI=1.655 – 2.885); improper household waste management (PR=7.381, 95%CI=4.313 – 12.633 and inadequate sanitation (PR=0.365, 95%CI=0.255 – 0.523). The incidence of childhood diarrhoea episodes decreased significantly (PR=5.588, 95%CI=1.284 – 24.315) at "2 years relocated". Water access, availability and use also increased significantly (PR=0.212, 95%CI=0.125 – 0.358) 2 years after relocation. Factors that did not improve include levels of employment for which households were found to be worse off, with 16% of households having no person employed at "2 years relocated" as opposed to only 2% at ‘baseline”. Other factors remaining unchanged included incidences of respiratory, skin and eye infections amongst children ≤ 6 years old. Although exposure levels to indoor air pollution decreased for some households, this remained present for others as electricity in combination with bio-mass fuels are still being used for heating and cooking. Environmental health conditions for a variety of factors remained unchanged and there was a reversion back to living conditions and habits of the informal settlement. Littering, dumping of waste within the neighbourhood and a high pest presence, remained unchanged. Subsidised formal housing and associated basic services does have a positive impact on health. However, the amount of free basic services, specifically electricity, provided, in lieu of household energy requirements, does not satisfactorily cover all household needs. Factors such as unemployment and low-incomes hamper the household’s ability to maintain the electricity supply as is needed and for this reason alternatives to reliance on electricity should be included in the design and construction of the low-cost house. The manifestation of poor environmental health conditions indicates that provision of low-cost housing by itself is not sufficient to ensure good environmental health. Therefore hygiene promotion should be included as part of the total beneficiary package.

This research project investigates the requirements or factors that will influence mcommerce adoption in low-income markets. The framework incorporated awareness, availability, convenience, affordability and acceptability as variables for m-commerce adoption in low-income markets. Mobile commerce is the next step in the evolution of networked computing and is the utilisation of mobile communication for financial gain. In South Africa, the fast rate of mobile technology adoption has created an access footprint for mcommerce across the country. Businesses are adopting m-commerce into their business strategies to tap into these new markets. Recently the potential commercial benefit in low-income markets is being explored by business. In South Africa the low-income market has been characterised by the foundation tier of the economic pyramid. Although this market is seen as extremely price sensitive and has little to no disposable income, the collective potential of it is considerable. The research found that certain aspects of the framework were applicable. Awareness, knowledge and acceptability were seen to have the highest association with m-commerce adoption in the low-income market. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

The objective of the study was to evaluate the impact of shopping mall developments on consumer behaviour in township areas. Local and international research indicated that shopping mall developments in low-income communities result in several benefits for consumers, such as convenient location; a larger variety of goods offered, lower prices than small retailers in the area and better quality of goods, amongst others. Studies also indicated that the choice of the preferred supermarket/shopping mall is not a rational decision based only on pricing, but on a compromise of satisfying economic, social and psychological needs. A two part mixed methodology, which employed both qualitative and quantitative methods, was adopted. This included semi-structured interviews with retail experts and interview-administered questionnaires with the primary retail shopper in the household. The sample population was Alexandra Township in Gauteng, South Africa. Findings revealed that low-income consumers prefer to shop from the closest shopping mall instead of small retailers/Spaza Shops because of the lower prices and a larger variety of goods offered. However, evidence suggested that consumers prefer to shop at a shopping mall that represents their desired lifestyle, therefore shopping mall developments in township areas, do not fulfil the social and aspirational needs of low-income consumers. For this reason, low-income consumers continue to purchase from malls in urban areas.</pCopyright / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / MBA / unrestricted