Made available in DSpace on 2010-04-20T20:08:13Z (GMT). No. of bitstreams: 1 71060100722.pdf: 2295148 bytes, checksum: d1a208c2c91060bfbde228cbc626b4f1 (MD5) Previous issue date: 2010-02-22T00:00:00Z / In spite of all discussion about the crisis in family as a institution due to the widespread changes which contemporary society has been undergoing such as the increase of single-person households, single-parent families headed by the mother, the older age for marrying for the first time, the growing number of unmarried couples cohabiting, the rise in the number of women in the job market and the growth in purchasing power of households, family has become a flexible concept term, which reflects the transitions from the rigid structure of the nuclear family to an addition of family forms and lifestyles. So the challenge is to look closer at the needs of diverse family structures and arrangements to better understand their needs and desires through various life events. This present study has explored the family life cycle as an important segmentation criteria, as it establishes consumption patterns over the life span. This paper reviews the family life cycle models which have been most referred in the literature in order to validate a model adapted to the particular characteristics of Brazil environment by considering the micro data of an empirical research made by Brazilian Institute for Geography and Statistics in 2002 and 2003. This article contributes to the fact that Brazil is endeavoring to find its own way to market its goods and services, with especial attention being given to market segmentation, instead of passively using foreign models. In spite of all discussion about the crisis in family as a institution due to the widespread changes which contemporary society has been undergoing such as the increase of single-person households, single-parent families headed by the mother, the older age for marrying for the first time, the growing number of unmarried couples cohabiting, the rise in the number of women in the job market and the growth in purchasing power of households, family has become a flexible concept term, which reflects the transitions from the rigid structure of the nuclear family to an addition of family forms and lifestyles. So the challenge is to look closer at the needs of diverse family structures and arrangements to better understand their needs and desires through various life events. This present study has explored the family life cycle as an important segmentation criteria, as it establishes consumption patterns over the life span. This paper reviews the family life cycle models which have been most referred in the literature in order to validate a model adapted to the particular characteristics of Brazil environment by considering the micro data of an empirical research made by Brazilian Institute for Geography and Statistics in 2002 and 2003. This article contributes to the fact that Brazil is endeavoring to find its own way to market its goods and services, with especial attention being given to market segmentation, instead of passively using foreign models. / Apesar de toda discussão sobre a crise na instituição família em função das amplas mudanças ocorridas na sociedade contemporânea, tais como o aumento dos domicílios unipessoais, das famílias chefiadas por mulheres, da média de idade ao se casar, de casais que convivem no mesmo domicílio sem necessariamente estarem casados, da participação da mulher no mercado de trabalho e do crescente poder de compra dos domicílios, o conceito 'família' vem se flexibilizando para refletir as transições da rígida estrutura familiar nuclear para novos modelos familiares e os estilos de vida associados a eles. O desafio passa a ser um olhar minucioso para as necessidades específicas desta diversidade de arranjos familiares para uma melhor compreensão dos seus desejos e motivações, bem como as mudanças no decorrer dos vários estágios do ciclo de vida. O presente estudo apresenta o construto ciclo de vida familiar como uma importante ferramenta de segmentação, a partir da definição de padrões de consumo de acordo com os principais eventos da vida do individuo e da família. Este trabalho traz uma revisão dos principais modelos de ciclo de vida para posteriormente apresentar e validar um modelo específico para o ambiente brasileiro a partir dos microdados de uma pesquisa feita pelo Instituto Brasileiro de Geografia e Estatística em 2002 e 2003. Umas das grandes contribuições deste trabalho é o esforço em desenvolver uma teoria de Marketing, em especial na área de segmentação de mercados, adaptada à realidade brasileira, ao invés de simplesmente copiar modelos desenvolvidos em outros países.

Submitted by MARCO ANTONIO BORGES (marcoabo@yahoo.com) on 2016-12-29T23:39:46Z No. of bitstreams: 1 Monografia_Marco_Borges_final_protocolo.pdf: 1475419 bytes, checksum: 2bdf046a99b07047a77b094ecde2cb32 (MD5) / Rejected by Renata de Souza Nascimento (renata.souza@fgv.br), reason: Marco, boa tarde Por gentileza, retirar a acentuação do nome Getúlio e submeter novamente o arquivo. Att on 2016-12-30T13:51:45Z (GMT) / Submitted by MARCO ANTONIO BORGES (marcoabo@yahoo.com) on 2016-12-30T15:23:07Z No. of bitstreams: 1 Monografia_Marco_Borges_final_protocolo.pdf: 1474578 bytes, checksum: 77fc797b0e6aae88f089845229138c2d (MD5) / Approved for entry into archive by Renata de Souza Nascimento (renata.souza@fgv.br) on 2016-12-30T17:15:05Z (GMT) No. of bitstreams: 1 Monografia_Marco_Borges_final_protocolo.pdf: 1474578 bytes, checksum: 77fc797b0e6aae88f089845229138c2d (MD5) / Made available in DSpace on 2016-12-30T17:59:15Z (GMT). No. of bitstreams: 1 Monografia_Marco_Borges_final_protocolo.pdf: 1474578 bytes, checksum: 77fc797b0e6aae88f089845229138c2d (MD5) Previous issue date: 2016-12-20 / This paper investigates the determinants of household debt-service ratio, using disaggregate data from the Household Budget Surveys of 2002/2003 and 2008/2009 from IBGE. The results show strong evidence of the influence of payroll loans on the increase of debt-service ratio in Brazilian families in the period considered. It was also found that indebtedness is associated with the occurrence of financial difficulties affecting spending on housing, health and food at the household. Assessing the influence of debt on the likelihood of financial difficulties, we conclude that the existence of debt increases more strongly the vulnerability of families whose heads are female, over the age of 60, with more than 11 years of schooling or belonging to the 40% higher incomes. In households headed by women, the impact of debt on financial vulnerability can be attributed to socioeconomic factors and adds to the already high vulnerability of these families. In the other cases identified (householders over 60 years, more than 11 years of schooling and families between the 40% higher income) financial vulnerability is lower, but the impact of debt is greater than average due to the high debt-service ratio. This may indicate an inadequate volume, interest rate or term in the credit offered to this segment. / Este trabalho investiga os determinantes do comprometimento de renda familiar com o pagamento de dívidas, utilizando os dados desagregados das Pesquisas de Orçamentos Familiares de 2002/2003 e 2008/2009 do IBGE. Os resultados mostram forte evidência da influência do Crédito Consignado sobre o aumento do comprometimento de renda das famílias brasileiras no período considerado. Também verificamos que o endividamento está associado à ocorrência de dificuldades financeiras que afetam gastos com habitação, saúde e alimentação no domicílio. Avaliando a influência do endividamento sobre probabilidade de ocorrência de dificuldades financeiras, concluímos que a existência de dívidas aumenta mais fortemente a vulnerabilidade das famílias cujos chefes são do sexo feminino, com idade acima de 60 anos, com mais de 11 anos de estudo ou pertencentes às 40% maiores rendas. Nos domicílios chefiados por mulheres, o impacto do endividamento sobre a probabilidade de ocorrência de dificuldades financeiras pode ser atribuído a fatores socioeconômicos e vem se somar à já elevada vulnerabilidade destas famílias. Já os demais casos identificados (chefes de família com mais de 60 anos, mais de 11 anos de estudo e famílias entre as 40% maiores rendas) apresentam vulnerabilidade financeira mais baixa, porém nestes domicílios o impacto do endividamento é maior do que a média devido ao elevado comprometimento de renda. Isto pode indicar uma inadequação no volume, taxa ou prazo do crédito ofertado para este segmento.