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Previous issue date: 2015-05-14 / The several changes that have occurred in family structure, for example, increase in
separation, fathers and mothers working outside home, children being educated by others,
family households, among others, have occasioned new interactions and some behaviors that
have resulted in changes in consumption behavior of all its members. Within these changes,
one of them is the importance given to the children who are considered not just as a family
member but in many cases as the family center. In this way, the children have won a great
participation within the family dynamic, because of this, the interest in researching the
influence of the children in decision making processes in family purchases has appeared. It
has been identified a theoretical gap in studies like this in consumer behavior area. Among
the priorities of Marketing Science Institute to 2014-2016, one of them points to a better
comprehension of the cultural, geographical and demographic differences in consumer
behavior , as well as, understanding the new age group and different phases of life. For this,
it has been sought to identify how to happen the making decision process to purchases within
the families, their influences, strategies, motives and conflicts. The research method used was
the qualitative exploratory conducting in depth interviews with eight families divided in
traditional and mono parental besides two focus groups with children between 07 to 11 years
old. Data were collected and analyzed from the technical content analysis. The research
results show that currently children have great and direct influence in the process, being
greater in the beginning and evaluation of alternatives; this influence happens in products
that they consume as in products directed for the family. The strategies they use are various:
bargaining, persuasion, question, good behavior, emotion and lure, showing the negotiation
as the most used. Among the reasons that lead parents to let children to have so much
influence, the main ones are: guilt, lack of time, difficulty in imposing limits and educate.
Conflicts occur in all the surveyed families and children and parents reactions are diverse. As
academic contribution the research has collaborated on a current and needy topic in the
consumer behavior field and enabled a better understanding of family consumption behavior.
Also pointed out how are thinking and acting children between 7 to 11 years old some in
liminal zone, phase which has been recently the subject of studies by some marketing
researchers. As a managerial contribution the study brought out two phenomena taking place
in the consumer society: early adultization of children and joviality issues in adults that
deserve attention of companies and their way of acting in this unusual market. Considering
the academic and managerial contributions have revealed too interesting topics for future
researches within the field of study. / As diversas mudan?as que t?m ocorrido na composi??o das fam?lias, entre elas, aumento das
separa??es dos casais, pai e m?e trabalhando fora, crian?as sendo educadas por terceiros,
fam?lias com agregados entre outras, ocasionaram novas intera??es e comportamentos que
resultaram em altera??es no comportamento de consumo de todos seus membros. Dentro
dessas mudan?as uma que se salienta ? a import?ncia dada ?s crian?as considerando-as n?o
apenas como membros das fam?lias, mas em muitos casos, como centro da fam?lia. Dessa
forma, as crian?as ganharam uma grande participa??o dentro da din?mica familiar, por conta
disso, surgiu o interesse em pesquisar a influ?ncia das crian?as nos processos decis?rios de
compras das fam?lias. Identificou-se uma lacuna te?rica em estudos dessa natureza na ?rea do
comportamento do consumidor. Dentro das prioridades do Marketing Science Institute para
2014-2016, uma delas aponta para uma melhor compreens?o das diferen?as culturais,
geogr?ficas e demogr?ficas no comportamento do consumidor, bem como, entender as novas
faixas et?rias e diferentes fases da vida. Para tanto, buscou-se identificar como acontece o
processo de decis?o de compras dentro das fam?lias, suas influ?ncias, estrat?gias, motivos e
conflitos. O m?todo de pesquisa utilizado foi o explorat?rio qualitativo realizando entrevistas
em profundidade com oito fam?lias, divididas em tradicionais e mono parentais, al?m de dois
grupos focais com crian?as que compreendiam a faixa et?ria de 07 a 11 anos, todos residentes
em Porto Alegre. Os dados foram coletados e analisados sob a t?cnica de an?lise de conte?do.
Os resultados ? quest?o da pesquisa mostram que atualmente as crian?as t?m influ?ncia
grande e direta dentro do processo, sendo maior no in?cio e avalia??o de alternativas; essa
influ?ncia acontece tanto em produtos que elas consomem como em produtos direcionados
para a fam?lia. As estrat?gias que utilizam s?o v?rias: barganha, persuas?o, pergunta, bom
comportamento, emo??o e engodo, evidenciando a negocia??o como a mais utilizada. Dentre
os motivos que levam os pais a deixarem as crian?as influenciarem tanto, os principais s?o: a
culpa, falta de tempo, dificuldade em impor limites e educar. Os conflitos ocorrem em todas
as fam?lias pesquisadas e as rea??es das crian?as e pais s?o diversas. Como contribui??o
acad?mica a pesquisa colaborou a respeito de um tema atual e carente no campo do
comportamento do consumidor e possibilitou um melhor conhecimento do comportamento de
consumo das fam?lias. Tamb?m apontou como est?o pensando e agindo as crian?as da faixa
et?ria de 7 a 11 anos, algumas na faixa liminar, fase que tem sido recente alvo de estudos por
alguns pesquisadores de marketing. Como contribui??o gerencial o estudo trouxe ? tona dois
fen?menos que est?o ocorrendo na sociedade de consumo: a adultiza??o precoce das crian?as
e o jovialismo dos adultos, quest?es que merecem aten??o das empresas e sobre sua forma de
atuar nesse mercado inusitado. Considerando as contribui??es acad?micas e gerencias
revelaram-se tamb?m temas interessantes para futuras pesquisas dentro do campo de estudo.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6300 |
| Date | 14 May 2015 |
| Creators | Bertol, Katia Eloisa |
| Contributors | Espartel, L?lis Balestrin |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 600, 4410494103952189146, 8024035432632778221 |
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