Made available in DSpace on 2016-04-25T16:44:23Z (GMT). No. of bitstreams: 1 Stela Maris Milanez.pdf: 3406700 bytes, checksum: a814c62e48c7c67b6ceb11d9ec18b3ae (MD5) Previous issue date: 2011-10-11 / This dissertation aimed to increase awareness of the cultural meaning of consumer goods, centering the analysis on a research subject whose rituals of consumption and the emotional bond established with the marks are not unconventional. Supported by a method of ethnographic research, this study sought to understand the meaning of brands, particularly the Condensed Milk Girl in the life of the subject analyzed. In relation to the structure theory, first presented and explained the dynamics of consumer society so that they can understand consumer behavior derived by it. Then perform a theoretical review of the issue of cultural meanings of consumer goods, the movement model of meanings, making the connection between this theory and the research subject. In the second chapter was discussed on the brand concept, its expressiveness and its link with the senses. In the third chapter there was a need to study the Nestlé company, its history and rescued by analyzing the expression of the brand Miss, so exalted by the subject of this research. The last chapter was responsible for bringing the whole discussion of the results of research and analysis of the subject, were described and analyzed the rituals of consumption according to McCracken (2010) and how these were incorporated into the life of the study subject. The discussion about the materialization and fetishistic manifestation of emotional ties researched the subject with the brand were also found in this chapter. As a contribution to marketing, this work brings an addition to the research of cultural meanings of consumer goods and also about the rituals of consumption, because this issue needs further research and a theory. Finally, the study of this subject was an interesting example of ritual in our society, is also presented as an interesting area of study of Social Sciences / A presente dissertação teve como objetivo ampliar o conhecimento sobre o significado cultural dos bens de consumo, centralizando a análise em um sujeito de pesquisa cujos rituais de consumo e o vínculo emocional estabelecido com as marcas não são nada convencionais. Amparado por um método etnográfico de pesquisa, este trabalho buscou compreender a significação das marcas, em especial o Leite Condensado Moça na vida do sujeito analisado. Em relação à estrutura teórica, primeiramente apresento e explico a dinâmica da sociedade de consumo para que se possa compreender o comportamento consumista por ela derivado. Depois, realizo uma revisão teórica da temática dos significados culturais dos bens de consumo, do modelo de movimentação destes significados, realizando a ligação entre esta teoria com o sujeito da pesquisa. No segundo capítulo discutiu-se sobre o conceito de marca, suas expressividades e seu vínculo com os sentidos. Já no terceiro capítulo houve a necessidade estudar a empresa Nestlé, resgatando sua história e analisando as expressividades da marca Moça, tão exaltada pelo sujeito desta pesquisa. O último capítulo foi responsável por trazer toda a discussão dos resultados da pesquisa e análise do sujeito, foram descritos e analisados os rituais de consumo segundo McCracken (2010) e como estes foram incorporados na vida do sujeito do estudo. A discussão sobre a manifestação fetichista e a materialização dos vínculos emocionais do sujeito pesquisado com a marca também foram evidenciados nesse capítulo. Como contribuição para o marketing, esta dissertação traz um acréscimo às pesquisas de significados culturais dos bens de consumo e também acerca dos rituais de consumo, pois esta temática carece de pesquisas e de um aprofundamento teórico. Por fim, o estudo de tal sujeito foi um interessante exemplo de ritual na nossa sociedade, se apresentando também como um interessante espaço de estudo das Ciências Sociais

Cette thèse aborde l’entrée dans l’espace de vente d’un point de vue spatial et expérientiel. En mettant en perspective les champs de la psychosociologie de l’espace et du marketing expérientiel nous étudions l’entrée dans l’espace marchand et dans la consommation suivant des pratiques d’appropriation de l’espace et un processus de liminarité qui se traduit par des rites de passage. Nous mobilisons des méthodologies qualitatives pour répondre à notre problématique: Comment les clôtures commerciales d’un espace de vente participent-elles à la création d’une expérience de magasinage ? À la suite d’une étude exploratoire, notre seconde étude réalisée en collaboration avec Guerlain nous permet d’analyser l’expérience de magasinage dans le contexte d’une enseigne dont les points de vente aux designs d’espace différents sont implantés dans divers environnements commerciaux. Nos résultats mettent en évidence que la création de l’expérience de magasinage est une co-production résultant de l’interaction entre les types d’espaces intermédiaires délimitant le magasin, la ritualisation de l’expérience et les pratiques d’appropriation des visiteurs. / This thesis studies the store entrance in a spatial and experiential way. Using both the conceptual framework of environmental psychological sociology and experiential marketing, we study the entrance into the market place and consumption through space appropriation strategies and a process of liminality which results in rites of passage. Combining qualitative methodologies we answer to our research issue: How retail space fences are involved in creating a shopping experience? After an exploratory study, our second study made with Guerlain allows us to analyze the shopping experience in the context of many stores designs located in various commercial environments. Our results show that the creation of the shopping experience is a co-production resulting from the interaction between the types of intermediate spaces delimiting the store, the ritualization of experience and the appropriation process of consumers.