[pt] A telefonia celular no Brasil representa um segmento de notável sucesso comercial nos últimos anos, apresentando um crescimento muito rápido e uma penetração que superou em muito as melhores expectativas das próprias operadoras. Parte importante deste sucesso é devido à adoção da telefonia celular pelas camadas de menor renda da população. Considerando este contexto, esta pesquisa tem como objetivo estudar os impactos da telefonia celular para este segmento, levantando as motivações para uso do serviço, os impactos no dia-a-dia dos usuários e o processo de aprendizado e uso dos serviços disponíveis. A pesquisa foi feita por intermédio de entrevistas em profundidade com usuários de baixa renda familiar per capita. Como resultado, notamos que a telefonia celular contribuiu para uma melhoria na qualidade de vida, pelas oportunidades de relacionamento social e inserção no mercado de trabalho. Por outro lado, nota-se uma oportunidade em potencializar o uso do telefone celular entre os usuários de baixa renda, simplificando seu uso e divulgando as vantagens dos serviços disponíveis. / [en] During the last years, mobile telecommunication has been a segment with remarkable commercial success in Brazil, presenting a fast user base growth and a market penetration that exceeded the best expectations from the own operators. A significant part of this success is due to the adoption of cell phone by lower income users. Considering this context, this research aims to study the impacts of mobile telecommunication for this specific segment, by depicting the motivations for its usage, the impacts on user´s daily life and how they learned and use available services. Based on extensive interviews with lower median family income users, the research indicates that the cell phone can help improve life quality, through social integration and greater work opportunities. On the other hand, we can note an opportunity to improve cell phone usage among lower income users, by simplifying and divulgating the benefits of existing services.

Esta pesquisa abordou o tema da Política de Ações Afirmativas, nos processos de in/exclusão dos alunos com renda inferior, a partir da análise das práticas institucionais mobilizadas pela equipe multidisciplinar da Divisão de Seleção e Acompanhamento Pedagógico, Psicológico e Social (DSS), que pertence a Pró-Reitoria de Assuntos Estudantis (PRAE), da Universidade Federal do Rio Grande do Sul (UFRGS). Por meio desta pesquisa foi possível: a) discutir os processos de in/exclusão, especialmente no que diz respeito à renda inferior e à inclusão como um imperativo de Estado; b) relatar brevemente como ocorreu o processo de democratização do Ensino Superior no Brasil, buscando identificar pontos relevantes do processo de implantação das ações afirmativas; c) construir um breve histórico do processo de implantação das Ações Afirmativas na UFRGS e algumas mudanças que ocorreram no decorrer deste percurso; d) compreender as práticas desenvolvidas pela DSS a partir do conjunto de políticas que a mobiliza, nos processos de in/exclusão dos estudantes com renda inferior; e) buscar alternativas para o seu melhor funcionamento através do levantamento de questões e f) propor reflexões que digam respeito às práticas postas em funcionamento por esta equipe no contexto institucional. Foram utilizados como procedimentos metodológicos entrevistas semiestruturadas com os servidores da DSS e ex-gestores da PRAE. As categorias de análise foram construídas a partir das recorrências dos excertos analisados. Nas análises, foi possível evidenciar a necessidade de uma gestão mais qualificada e engajada para buscar atender a esses novos compromissos assumidos pela Universidade, fortalecendo o importante trabalho realizado pela equipe multidisciplinar da DSS. Assim, esta dissertação traz pistas que podem nortear a (re) construção do setor a partir dos seguintes pressupostos: 1) retomada do histórico do setor no contexto institucional, reconstituída na dissertação; 2) reorganização da gestão do setor a partir: a) da visão da DSS como um espaço de estudo e de elaboração de propostas de trabalho conjuntas: b) da elaboração de um cronograma de trabalho que mescle momentos de estudo e de planejamento do trabalho da equipe; c) da discussão e da organização do trabalho de acompanhamento dos alunos (ingresso, permanência e sucesso acadêmico), tendo em vista as atribuições de cada uma das áreas dos profissionais que atuam no setor; d) da necessidade de avançar na discussão com outros setores da UFRGS – no caso das ações de acompanhamento, o diálogo com as COMGRAD’s e a elaboração de ações conjuntas será essencial; e) da avaliação do tipo de acompanhamento que será realizado; e) da criação de mecanismos que possibilitem a avaliação processual do trabalho desenvolvido, bem como a sistematização e o registro permanente dos dados coletados. / This research addressed the topic of Affirmative Action Policy in the processes of in / exclusion of lower income students, based on the analysis of the institutional practices mobilized by the Multidisciplinary Team of the Pedagogical, Psychological and Social Selection and Monitoring Division (DSS), which Belongs to Pro-Rectory of Student Affairs (PRAE), Federal University of Rio Grande do Sul (UFRGS).Through this research it was possible to: a) discuss the processes of in / exclusion, especially with regard to lower income and inclusion as a state imperative; B) to report briefly how the process of democratization of Higher Education in Brazil occurred, seeking to identify relevant points of the process of implementation of affirmative actions; C) construct a brief history of the implementation process of Affirmative Actions in UFRGS and some changes that occurred during this course; D) understand the practices developed by the DSS from the set of policies that mobilize it, in the processes of in / exclusion of students with lower incomes; E) seek alternatives for its better functioning through the survey of issues and f) propose reflections regarding the practices put in place by this team in the institutional context. Semi-structured interviews were used as methodological procedures with the DSS servers and former PRAE managers. The categories of analysis were constructed from the recurrences of the excerpts analyzed. In the analyzes, it was possible to highlight the need for a more qualified and engaged management to seek to meet these new commitments assumed by the University, strengthening the important work carried out by the DSS multidisciplinary team. This dissertation presents clues that can guide the (re) construction of the sector from the following assumptions: 1) resumption of the history of the sector in the institutional context, reconstituted in the dissertation; 2) reorganization of the management of the sector from: a) the vision of the DSS as a space for study and preparation of joint work proposals; b) the preparation of a work schedule that combines moments of study and planning of the work of the team; C) discussion and organization of student follow-up work (admission, permanence and academic success), considering the responsibilities of each of the areas of professionals working in the sector; D) the need to advance the discussion with other sectors of UFRGS - in the case of follow-up actions, dialogue with COMGRAD's and the elaboration of joint actions will be essential; E) the evaluation of the type of follow-up to be carried out; F) the creation of mechanisms that allow the process evaluation of the work developed, as well as the systematization and permanent recording of the data collected.

Esta pesquisa abordou o tema da Política de Ações Afirmativas, nos processos de in/exclusão dos alunos com renda inferior, a partir da análise das práticas institucionais mobilizadas pela equipe multidisciplinar da Divisão de Seleção e Acompanhamento Pedagógico, Psicológico e Social (DSS), que pertence a Pró-Reitoria de Assuntos Estudantis (PRAE), da Universidade Federal do Rio Grande do Sul (UFRGS). Por meio desta pesquisa foi possível: a) discutir os processos de in/exclusão, especialmente no que diz respeito à renda inferior e à inclusão como um imperativo de Estado; b) relatar brevemente como ocorreu o processo de democratização do Ensino Superior no Brasil, buscando identificar pontos relevantes do processo de implantação das ações afirmativas; c) construir um breve histórico do processo de implantação das Ações Afirmativas na UFRGS e algumas mudanças que ocorreram no decorrer deste percurso; d) compreender as práticas desenvolvidas pela DSS a partir do conjunto de políticas que a mobiliza, nos processos de in/exclusão dos estudantes com renda inferior; e) buscar alternativas para o seu melhor funcionamento através do levantamento de questões e f) propor reflexões que digam respeito às práticas postas em funcionamento por esta equipe no contexto institucional. Foram utilizados como procedimentos metodológicos entrevistas semiestruturadas com os servidores da DSS e ex-gestores da PRAE. As categorias de análise foram construídas a partir das recorrências dos excertos analisados. Nas análises, foi possível evidenciar a necessidade de uma gestão mais qualificada e engajada para buscar atender a esses novos compromissos assumidos pela Universidade, fortalecendo o importante trabalho realizado pela equipe multidisciplinar da DSS. Assim, esta dissertação traz pistas que podem nortear a (re) construção do setor a partir dos seguintes pressupostos: 1) retomada do histórico do setor no contexto institucional, reconstituída na dissertação; 2) reorganização da gestão do setor a partir: a) da visão da DSS como um espaço de estudo e de elaboração de propostas de trabalho conjuntas: b) da elaboração de um cronograma de trabalho que mescle momentos de estudo e de planejamento do trabalho da equipe; c) da discussão e da organização do trabalho de acompanhamento dos alunos (ingresso, permanência e sucesso acadêmico), tendo em vista as atribuições de cada uma das áreas dos profissionais que atuam no setor; d) da necessidade de avançar na discussão com outros setores da UFRGS – no caso das ações de acompanhamento, o diálogo com as COMGRAD’s e a elaboração de ações conjuntas será essencial; e) da avaliação do tipo de acompanhamento que será realizado; e) da criação de mecanismos que possibilitem a avaliação processual do trabalho desenvolvido, bem como a sistematização e o registro permanente dos dados coletados. / This research addressed the topic of Affirmative Action Policy in the processes of in / exclusion of lower income students, based on the analysis of the institutional practices mobilized by the Multidisciplinary Team of the Pedagogical, Psychological and Social Selection and Monitoring Division (DSS), which Belongs to Pro-Rectory of Student Affairs (PRAE), Federal University of Rio Grande do Sul (UFRGS).Through this research it was possible to: a) discuss the processes of in / exclusion, especially with regard to lower income and inclusion as a state imperative; B) to report briefly how the process of democratization of Higher Education in Brazil occurred, seeking to identify relevant points of the process of implementation of affirmative actions; C) construct a brief history of the implementation process of Affirmative Actions in UFRGS and some changes that occurred during this course; D) understand the practices developed by the DSS from the set of policies that mobilize it, in the processes of in / exclusion of students with lower incomes; E) seek alternatives for its better functioning through the survey of issues and f) propose reflections regarding the practices put in place by this team in the institutional context. Semi-structured interviews were used as methodological procedures with the DSS servers and former PRAE managers. The categories of analysis were constructed from the recurrences of the excerpts analyzed. In the analyzes, it was possible to highlight the need for a more qualified and engaged management to seek to meet these new commitments assumed by the University, strengthening the important work carried out by the DSS multidisciplinary team. This dissertation presents clues that can guide the (re) construction of the sector from the following assumptions: 1) resumption of the history of the sector in the institutional context, reconstituted in the dissertation; 2) reorganization of the management of the sector from: a) the vision of the DSS as a space for study and preparation of joint work proposals; b) the preparation of a work schedule that combines moments of study and planning of the work of the team; C) discussion and organization of student follow-up work (admission, permanence and academic success), considering the responsibilities of each of the areas of professionals working in the sector; D) the need to advance the discussion with other sectors of UFRGS - in the case of follow-up actions, dialogue with COMGRAD's and the elaboration of joint actions will be essential; E) the evaluation of the type of follow-up to be carried out; F) the creation of mechanisms that allow the process evaluation of the work developed, as well as the systematization and permanent recording of the data collected.

[pt] Famílias de baixa renda representam aproximadamente 53 por cento da população brasileira e vivenciam situações econômicas e sociais distintas às vivenciadas por classes mais abastadas. Seu comportamento de consumo vem ganhando mais atenção da academia e do meio empresarial. Para examinar como pessoas de diferentes extratos sociais percebem a atividade de compra, atribuindo-lhe maior ou menor valor hedônico, conduziu-se um survey a uma amostra não probabilística, composta por consumidores de baixa e de alta renda. Os resultados encontrados sugerem que há diferença, entre consumidores de baixa e alta renda, quanto ao valor hedônico atribuído à atividade de compra. / [en] Low income families represent approximately 53 per cent of the Brazilian population and experience different social and economic situations compared with higher social classes. The consumption behavior of this segment is gaining more attention from academia and in the business environment. In order to examine how different income people assign more or less hedonic value to the shopping activity, a survey was conducted on a non-probabilistic sample of low and high income consumers. Results suggest that there are differences in relation to the hedonic value attributed to shopping activity by low-and high-income consumers.

[pt] A população de baixa renda representa atualmente mais da metade da população brasileira, proporção tal que representa mais de 100 milhões de consumidores em todo país. Esses consumidores vêm aumentando seu potencial de consumo ao longo dos anos e começaram a atrair o interesse de pequenas e grandes empresas a partir de meados da década de 1990. Prahalad (2005) destaca a relevância desse vasto segmento de consumidores e também a necessidade de abordá-los com uma visão inovadora. Dessa forma, as empresas devem aproveitar as oportunidades advindas de um posicionamento estratégico adequado para um enorme número de consumidores de baixa renda, ávidos por adquirir produtos de qualidade e com preços compatíveis com seu poder aquisitivo. Todavia, no Brasil, ainda se sabe muito pouco sobre esses consumidores, que foram, por décadas, praticamente ignorados pelas pesquisas acadêmicas e de mercado. Em especial, o tema do lazer para esses grupos foi muito pouco estudado e, até recentemente, as possibilidades de acesso ao lazer por parte da população de baixa renda no Brasil eram restritas, seja por falta de espaço ou por falta de recursos. Este estudo, de caráter exploratório, investigou o comportamento desse grupo de consumidores no que diz respeito ao lazer: as opções a que têm acesso, suas preferências, as razões de suas escolhas, assim como o significado das atividades de lazer. Para isso, selecionou-se uma comunidade de baixa renda da região sul da cidade do Rio de Janeiro. As entrevistas foram divididas em duas partes, primeiramente foram realizadas entrevistas semi-estruturadas com os líderes da comunidade. Na segunda etapa, optou-se por utilizar um questionário, aplicados a jovens e adolescentes entre 15 e 25 anos da comunidade. A amostra contou com um total de 86 (oitenta e seis) respondentes. As informações obtidas na segunda etapa da pesquisa foram analisadas, buscando-se compreender e descrever o nível de importância concedido pelas jovens e adolescentes ao lazer e analisar as percepções desse grupo de consumidores em relação a sua prática. Verificou-se que esses consumidores entendem e reconhecem o lazer como algo importante para suas vidas. De acordo com os resultados encontrados nesta pesquisa, o lazer se relaciona com questões muito importantes para o bem-estar social das pessoas, tais como qualidade de vida, incentivo à atividade física e valorização da cultura, mas não é reconhecido necessariamente como um produto a ser consumido. / [en] The low-income population represent over than a half of the population, a proportion that represents more than 100 million consumers around the country. These consumers, who are increasing their potential consumption over the years, began to attract the attention of smalls and larges companies from the mid-1990s. Prahalad (2005) highlights the relevance of this large segment of consumers and the necessity to approach them with an innovative vision. In this way, companies must take opportunities resulting from suitable strategic positions for a huge number of low-income consumers eager to buy products with good quality and compatible prices with their purchasing power. In particular, the theme of leisure for these groups has been little studied. In general, until recently, the access possibility of leisure by the low income population in Brazil was restricted by lack of space and resources. This study, with an exploratory character, investigated the behavior of this group of consumers related to the leisure theme: the choices that they have access, their preferences, the reasons for their choices, as well as the meaning of leisure activities. For this, there was a selection of a low income community in the south zone in the city of Rio de Janeiro. The interviews were divided in two parts, first carried out semi-structured interviews with community leaders. In the second step, was chose a semi-structured questionnaire for youths and teenagers of the community between 15 to 25. The sample had a total of 86 (eighty six) respondents. The information obtained in the second stage of the study were analyzed, seeking to understand and describe the level of importance given by the youth and teenagers to leisure and analyze the perceptions of this group of consumers in relation to the practice of leisure. It was found that these consumers understand and recognize the leisure as something important in their lives. According to the findings of this study, leisure approaches itself from very important questions for the social welfare, such as quality of life, incentives to practice physical activities, and culture appreciation, but is not necessarily recognized as a product to be consumed.

[pt] As alterações no cenário econômico dos países emergentes causaram reflexos positivos na base da pirâmide através do aumento de seu poder aquisitivo. No Brasil, esta realidade é percebida pelo ritmo acelerado de mudanças na última década que impactaram o setor varejista, trazendo uma grande quantidade de marcas para os diferentes setores da economia. Estas novas ofertas para o consumidor de baixa renda foram fundamentadas, muitas vezes, em preços mais acessíveis a sua capacidade de consumo. Este movimento de fortalecimento de marcas populares suscitou a reação das marcas premium. Para direcionar a estratégia das grandes empresas, nesta busca por se re- conectarem aos consumidores pobres, é importante entender mais profundamente a relação deles com as marcas. A presente dissertação teve então como objetivo obter um melhor entendimento do papel e do significado da marca no processo de decisão de compra de produtos, dos segmentos de refrigerante e sabão em pó, para consumidores da classe baixa. Para tanto foram realizadas dez (10) entrevistas em profundidade com mulheres pertencentes às classes C e D, residentes no estado do Rio de Janeiro e responsáveis pela compra de supermercado de suas famílias. Apesar da pesquisa não se propor a explorar o peso das variáveis utilizadas por estas mulheres na decisão de compra, pôde-se observar que existe certa hierarquização. No caso de refrigerante, as mulheres entrevistadas avaliam, em geral, (1) os refrigerantes não reprovados pela família, (2) o preço, (3) o orçamento disponível e (4) as marcas preferidas (premium). No caso de sabão em pó, a escolha parece ser feita levando-se em consideração (1) a marca (verbalizada como sendo a opção pela qualidade), (2) o preço e (3) o orçamento disponível. Avaliando os elementos subjetivos da compra e indo além do discurso das mulheres entrevistadas, a compra do refrigerante (das marcas aprovadas pela família) traz a recompensa pelo elogio dos filhos e marido; enquanto a compra do sabão em pó das marcas premium (percebida por elas como as marcas de melhor qualidade) traz um sentimento de realização do cuidado com a família, a certeza de ter feito a compra certa, mais inteligente, de melhor custo/benefício. Percebe-se então que a equação de valor que rege a decisão de compra destas mulheres de baixa renda não é simples e não é única. Parecem existir modelos diferentes para a tomada de decisão de compra de produtos distintos (refrigerante e sabão em pó). / [en] Changes in the economic scene of emerging countries had caused positive consequences in the base of the pyramid through the increase of its purchasing power. In Brazil, this scenario is perceived by the sped up rhythm of changes in the last decade that impacted the retail business, bringing a great number of brands for different sectors of the economy. These new offers for the low income consumer had been often based in more affordable prices for the consumption capacity of this tier. This movement of popular brands empowerment awaked the reaction of premium brands. To guide the strategy of great companies, in this pursue for reconnecting with poor consumers, is important to deeply understand their relation with brands. The present dissertation had then the objective to get a better understanding of the role and meaning of brands in the purchase decision process of products, within the segments of soft drink and powdered soap, for low income consumers. To reach that goal, ten (10) in depth interviews with women pertaining to C and D tiers, residents in the state of Rio de Janeiro and responsible for the supermarket purchase of their families, had been carried through. Despite the research does not consider to explore the utility of the variables used for these women in the purchase decision, it could be observed that a hierarchy exists. In soft drink purchase, the interviewed women mostly evaluate (1) soft drinks not disapproved by their family, (2) price, (3) available budget and (4) preferred brands (premium brands). In the powdered soap purchase, the choice seems to be made taking in consideration (1) brand (expressed as being the option for quality), (2) price and (3) available budget. Evaluating the subjective elements of the purchase and going beyond the speech of the interviewed women, the purchase of soft drink (of brands approved by their family) brings rewards through compliment of kids and husband; while the purchase of powdered soap of premium brand (perceived for them as better quality brands) brings a feeling of accomplishment in taking care of their families, the certainty to have done the precise purchase, more intelligent, of better cost/benefit. Is perceived then that the value equation that drives the purchase decision of these low income women is not simple and is not unique. They seem to exist different models in purchase decision taking of distinct products (soft drink and powdered soap).

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2017-08-02T12:02:02Z No. of bitstreams: 1 Liciê Helena Ribeiro Nardi_.pdf: 1188279 bytes, checksum: 137f5fe70a0a2e1ffb8bc408416ed655 (MD5) / Made available in DSpace on 2017-08-02T12:02:03Z (GMT). No. of bitstreams: 1 Liciê Helena Ribeiro Nardi_.pdf: 1188279 bytes, checksum: 137f5fe70a0a2e1ffb8bc408416ed655 (MD5) Previous issue date: 2017-04-25 / Nenhuma / Esta pesquisa abordou o tema da Política de Ações Afirmativas, nos processos de in/exclusão dos alunos com renda inferior, a partir da análise das práticas institucionais mobilizadas pela equipe multidisciplinar da Divisão de Seleção e Acompanhamento Pedagógico, Psicológico e Social (DSS), que pertence a Pró-Reitoria de Assuntos Estudantis (PRAE), da Universidade Federal do Rio Grande do Sul (UFRGS). Por meio desta pesquisa foi possível: a) discutir os processos de in/exclusão, especialmente no que diz respeito à renda inferior e à inclusão como um imperativo de Estado; b) relatar brevemente como ocorreu o processo de democratização do Ensino Superior no Brasil, buscando identificar pontos relevantes do processo de implantação das ações afirmativas; c) construir um breve histórico do processo de implantação das Ações Afirmativas na UFRGS e algumas mudanças que ocorreram no decorrer deste percurso; d) compreender as práticas desenvolvidas pela DSS a partir do conjunto de políticas que a mobiliza, nos processos de in/exclusão dos estudantes com renda inferior; e) buscar alternativas para o seu melhor funcionamento através do levantamento de questões e f) propor reflexões que digam respeito às práticas postas em funcionamento por esta equipe no contexto institucional. Foram utilizados como procedimentos metodológicos entrevistas semiestruturadas com os servidores da DSS e ex-gestores da PRAE. As categorias de análise foram construídas a partir das recorrências dos excertos analisados. Nas análises, foi possível evidenciar a necessidade de uma gestão mais qualificada e engajada para buscar atender a esses novos compromissos assumidos pela Universidade, fortalecendo o importante trabalho realizado pela equipe multidisciplinar da DSS. Assim, esta dissertação traz pistas que podem nortear a (re) construção do setor a partir dos seguintes pressupostos: 1) retomada do histórico do setor no contexto institucional, reconstituída na dissertação; 2) reorganização da gestão do setor a partir: a) da visão da DSS como um espaço de estudo e de elaboração de propostas de trabalho conjuntas: b) da elaboração de um cronograma de trabalho que mescle momentos de estudo e de planejamento do trabalho da equipe; c) da discussão e da organização do trabalho de acompanhamento dos alunos (ingresso, permanência e sucesso acadêmico), tendo em vista as atribuições de cada uma das áreas dos profissionais que atuam no setor; d) da necessidade de avançar na discussão com outros setores da UFRGS – no caso das ações de acompanhamento, o diálogo com as COMGRAD’s e a elaboração de ações conjuntas será essencial; e) da avaliação do tipo de acompanhamento que será realizado; e) da criação de mecanismos que possibilitem a avaliação processual do trabalho desenvolvido, bem como a sistematização e o registro permanente dos dados coletados. / This research addressed the topic of Affirmative Action Policy in the processes of in / exclusion of lower income students, based on the analysis of the institutional practices mobilized by the Multidisciplinary Team of the Pedagogical, Psychological and Social Selection and Monitoring Division (DSS), which Belongs to Pro-Rectory of Student Affairs (PRAE), Federal University of Rio Grande do Sul (UFRGS).Through this research it was possible to: a) discuss the processes of in / exclusion, especially with regard to lower income and inclusion as a state imperative; B) to report briefly how the process of democratization of Higher Education in Brazil occurred, seeking to identify relevant points of the process of implementation of affirmative actions; C) construct a brief history of the implementation process of Affirmative Actions in UFRGS and some changes that occurred during this course; D) understand the practices developed by the DSS from the set of policies that mobilize it, in the processes of in / exclusion of students with lower incomes; E) seek alternatives for its better functioning through the survey of issues and f) propose reflections regarding the practices put in place by this team in the institutional context. Semi-structured interviews were used as methodological procedures with the DSS servers and former PRAE managers. The categories of analysis were constructed from the recurrences of the excerpts analyzed. In the analyzes, it was possible to highlight the need for a more qualified and engaged management to seek to meet these new commitments assumed by the University, strengthening the important work carried out by the DSS multidisciplinary team. This dissertation presents clues that can guide the (re) construction of the sector from the following assumptions: 1) resumption of the history of the sector in the institutional context, reconstituted in the dissertation; 2) reorganization of the management of the sector from: a) the vision of the DSS as a space for study and preparation of joint work proposals; b) the preparation of a work schedule that combines moments of study and planning of the work of the team; C) discussion and organization of student follow-up work (admission, permanence and academic success), considering the responsibilities of each of the areas of professionals working in the sector; D) the need to advance the discussion with other sectors of UFRGS - in the case of follow-up actions, dialogue with COMGRAD's and the elaboration of joint actions will be essential; E) the evaluation of the type of follow-up to be carried out; F) the creation of mechanisms that allow the process evaluation of the work developed, as well as the systematization and permanent recording of the data collected.

Through the Smart Metering Initiative in the Canadian province of Ontario, all residential electricity customers will be converted from a tiered rate regime to a time-of-use (TOU) rate regime by the year 2010. Although TOU rates are designed to be cost-neutral for the average consumer, research suggests that TOU rates may affect consumers differently depending on their socioeconomic characteristics. In an effort to better understand the effects of TOU rates on lower-income and senior-headed households, a case-study in Milton was conducted between June and December of 2007. The overarching thesis question is: What are the behavioural responses to, and financial impacts of, TOU electricity rates on lower-income and senior-headed households? Nine expert interviews were conducted with Ontario professionals working in government, environmental non-profit groups, citizen advocacy organizations and affordable housing associations in order to provide context for the study. Time-differentiated electricity consumption data were then collected from 199 households from two senior housing complexes and two affordable housing complexes in Milton, Ontario between June and December 2007. A questionnaire was also sent to each household to determine some socio-economic and structural characteristics of the households. The electricity consumption data collected from the four sites suggest that the households would not benefit financially from TOU rates given electricity consumption behaviour during the period prior to the implementation of TOU rates in June 2007. Thus, they would have to change their behaviour in order to benefit financially from TOU rates. During this pre-TOU period, Site A, Site B and Site C would have paid more, on average, for their electricity under TOU rates than on tiered rates ($0.34, $0.61 and $0.15 per week, respectively). While Site D, on average, would have seen no change under TOU rates. A conservation effect was detected by comparing the electricity consumption from billing periods in 2006 to corresponding billing periods in 2007 after the implementation of TOU rates. Site A saw a conservation effect during the first corresponding billing period (35%); while Site B saw a conservation effect for three corresponding billing periods (21%, 24% and 9%). Site C saw a conservation effect for the first five corresponding billing periods (ranging from 8% to 21%), while Site D saw a conservation effect for all corresponding billing periods (ranging from 10% to 34%). The presence of a conservation effect at Site D was unexpected, particularly because households at Site D are not responsible for paying their own electricity bills. Although a conservation effect was observed after the implementation of TOU rates, the extent to which it could be attributed to the implementation of TOU rates is unclear, and should be investigated further. There was no considerable shift in the proportion of electricity consumed during each of the peak periods during the summer TOU period for Site A and Site D after the introduction of TOU rates. There was, however, a slight reduction in the portion of electricity consumed during the summer TOU period for Site B and Site C (0.2% and 0.1% per week, respectively). Due to the change in the on-, mid- and off-peak schedule from the summer TOU period to the winter TOU period, the households consume more electricity during the off-peak periods in the winter than they do during the off-peak periods in the summer (even though their patterns of consumption do not change). Similar to the pre-TOU period, during the summer post-TOU period, Site A and Site B, and Site C, on average, paid more for electricity (commodity) under TOU rates than they would have paid if they had continued on tiered rates ($0.38, $0.51 and $0.16 more per week, respectively), while Site D would have seen no change in their electricity costs. In contrast, during the winter post-TOU period several sites paid less for electricity on TOU rates than they would have if they had continued on tiered rates. Site B, Site C and Site D paid, on average, $0.78, $0.16 and $1.76 less per week, respectively. Although Site A paid more under on TOU rates during the winter post-TOU (on average $0.18 more per week), the cost was less than during the summer post-TOU period. The change in costs expressed here does not reflect any reduced costs that may have resulted from conservation. For example, if the households were shown to have a conservation effect, they might have lower electricity costs. Additionally, the changes in costs do not reflect any additional fees or charges that might be attributed to the smart meter installation and the Smart Metering Initiative (e.g., additional fees from Milton Hydro). In conclusion, TOU rates appear to be ineffective at motivating these lower-income and senior-headed households in Milton, Ontario to shift electricity from on-peak periods to off-peak periods, however, a reduction in electricity usage may be attributed to TOU rates. Further research is required to confirm these effects. It is important to note that some of the lower-income and senior-headed households in this study appeared to see an increase in their electricity bill, particularly during the summer TOU period. Lower-income and senior-headed households are thought to be less able to shift electricity consumption, therefore it is important to develop mechanisms to identify households that are at risk of bill increases.

Through the Smart Metering Initiative in the Canadian province of Ontario, all residential electricity customers will be converted from a tiered rate regime to a time-of-use (TOU) rate regime by the year 2010. Although TOU rates are designed to be cost-neutral for the average consumer, research suggests that TOU rates may affect consumers differently depending on their socioeconomic characteristics. In an effort to better understand the effects of TOU rates on lower-income and senior-headed households, a case-study in Milton was conducted between June and December of 2007. The overarching thesis question is: What are the behavioural responses to, and financial impacts of, TOU electricity rates on lower-income and senior-headed households? Nine expert interviews were conducted with Ontario professionals working in government, environmental non-profit groups, citizen advocacy organizations and affordable housing associations in order to provide context for the study. Time-differentiated electricity consumption data were then collected from 199 households from two senior housing complexes and two affordable housing complexes in Milton, Ontario between June and December 2007. A questionnaire was also sent to each household to determine some socio-economic and structural characteristics of the households. The electricity consumption data collected from the four sites suggest that the households would not benefit financially from TOU rates given electricity consumption behaviour during the period prior to the implementation of TOU rates in June 2007. Thus, they would have to change their behaviour in order to benefit financially from TOU rates. During this pre-TOU period, Site A, Site B and Site C would have paid more, on average, for their electricity under TOU rates than on tiered rates ($0.34, $0.61 and $0.15 per week, respectively). While Site D, on average, would have seen no change under TOU rates. A conservation effect was detected by comparing the electricity consumption from billing periods in 2006 to corresponding billing periods in 2007 after the implementation of TOU rates. Site A saw a conservation effect during the first corresponding billing period (35%); while Site B saw a conservation effect for three corresponding billing periods (21%, 24% and 9%). Site C saw a conservation effect for the first five corresponding billing periods (ranging from 8% to 21%), while Site D saw a conservation effect for all corresponding billing periods (ranging from 10% to 34%). The presence of a conservation effect at Site D was unexpected, particularly because households at Site D are not responsible for paying their own electricity bills. Although a conservation effect was observed after the implementation of TOU rates, the extent to which it could be attributed to the implementation of TOU rates is unclear, and should be investigated further. There was no considerable shift in the proportion of electricity consumed during each of the peak periods during the summer TOU period for Site A and Site D after the introduction of TOU rates. There was, however, a slight reduction in the portion of electricity consumed during the summer TOU period for Site B and Site C (0.2% and 0.1% per week, respectively). Due to the change in the on-, mid- and off-peak schedule from the summer TOU period to the winter TOU period, the households consume more electricity during the off-peak periods in the winter than they do during the off-peak periods in the summer (even though their patterns of consumption do not change). Similar to the pre-TOU period, during the summer post-TOU period, Site A and Site B, and Site C, on average, paid more for electricity (commodity) under TOU rates than they would have paid if they had continued on tiered rates ($0.38, $0.51 and $0.16 more per week, respectively), while Site D would have seen no change in their electricity costs. In contrast, during the winter post-TOU period several sites paid less for electricity on TOU rates than they would have if they had continued on tiered rates. Site B, Site C and Site D paid, on average, $0.78, $0.16 and $1.76 less per week, respectively. Although Site A paid more under on TOU rates during the winter post-TOU (on average $0.18 more per week), the cost was less than during the summer post-TOU period. The change in costs expressed here does not reflect any reduced costs that may have resulted from conservation. For example, if the households were shown to have a conservation effect, they might have lower electricity costs. Additionally, the changes in costs do not reflect any additional fees or charges that might be attributed to the smart meter installation and the Smart Metering Initiative (e.g., additional fees from Milton Hydro). In conclusion, TOU rates appear to be ineffective at motivating these lower-income and senior-headed households in Milton, Ontario to shift electricity from on-peak periods to off-peak periods, however, a reduction in electricity usage may be attributed to TOU rates. Further research is required to confirm these effects. It is important to note that some of the lower-income and senior-headed households in this study appeared to see an increase in their electricity bill, particularly during the summer TOU period. Lower-income and senior-headed households are thought to be less able to shift electricity consumption, therefore it is important to develop mechanisms to identify households that are at risk of bill increases.

[pt] O setor de telecomunicações no Brasil apresentou elevados índices de crescimento nos últimos anos, o que pode ser atribuído, em parte, pela criação dos planos de telefonia móvel pré-pago, uma modalidade de serviço de telecomunicação que possibilitou o ingresso das classes de baixa renda nesse mercado, alcançando a marca de 160 milhões de linhas pré-pago. O sucesso comercial do segmento pré-pago com consumidores de baixa renda ajudou a contribuir com as vendas do canal de pequeno varejo, que incluem bancas de jornal, farmácias, padarias, papelarias, armarinhos, entre outros. As bancas de jornal destacam-se nas vendas, em especial no município do Rio de Janeiro, por representarem um volume considerável do total de vendas do segmento pré-pago na região. Apesar de ser um importante canal de vendas para operadoras telefônicas, poucos estudos em marketing se dedicam a pesquisar melhor bancas de jornal como pontos de vendas para consumidores de baixa renda. O presente estudo, portanto, analisa os significados associados por classes menos favorecidas a bancas de jornal no município do Rio de Janeiro para a compra de chips prépago. Para isso, foram feitas entrevistas em profundidade com consumidores de baixa renda que utilizavam bancas de jornal para comprar chips pré-pagos de celular. A partir dos dados coletados, foi possível entender como esses indivíduos se relacionam com bancas, a importância do jornaleiro nessa relação e os motivos que os levam a consumir produtos telefônicos nesse ponto de vendas. / [en] The telecommunications sector in Brazil has shown high growth rates in recent years, which can be attributed in part to the creation of prepaid mobile telephony plans, a modality of telecommunication service that allowed the entry of low-income classes in this market, reaching the mark of 160 million prepaid lines. The commercial success of the prepaid segment with low-income consumers has helped to contribute to small retail sales, which include newsstands, pharmacies, bakeries, stationery, among others. Newsstands stand out in sales, especially in the city of Rio de Janeiro, since they represent a considerable volume of total sales of the prepaid segment in the region. Despite being an important sales channel for telephone operators, few marketing studies are dedicated to better researching newsstands as sales points for low-income consumers. The present study, therefore, analyzes the meanings associated by less favored classes to newsstands in the city of Rio de Janeiro for the purchase of prepaid chips. To do this, in-depth interviews were conducted with low-income consumers who used newsstands to buy prepaid cellphone chips. From the data collected, it was possible to understand how these individuals relate to newsstands, the importance of the journeyman in this relationship and the reasons that lead them to consume telephone products at this point of sale.