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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.
| Identifer | oai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/4480 |
| Date | 22 February 2010 |
| Creators | Saraiva Junior, Francisco Ilson |
| Contributors | Pereira, Luís Henrique, Cobra, Marcos, Ayrosa, Eduardo André Teixeira, Rossi, George Bedinelli, Escolas::EAESP, Taschner, Gisela |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/doctoralThesis |
| Source | reponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV |
| Rights | info:eu-repo/semantics/openAccess |
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