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Authors
Advisor(s)
Abstract(s)
O luxo é um conceito de difícil compreensão, uma vez que seu significado possui várias interpretações
ao longo da história, mas é de comum acordo entre os autores sobre o tema que este sempre esteve
associado com o raro, belo, inacessível e diferenciador. Desde a revolução industrial, que levou ao
aumento do poder econômico e a ascensão da burguesia, o consumo de bens de luxo não é restrito a
apenas uma parcela privilegiada da população. Por razão do crescimento econômico, a concorrência
dentro do setor cresceu, e com ela veio a necessidade de estudar cada vez mais o comportamento
destes consumidores, a fim de não perder espaço neste mercado. Este estudo tem como objetivo
analisar o comportamento de compra dos consumidores de produtos e serviços de luxo no Paraná, em
termos de atitudes, motivações e comportamento de consumo. Para atingir tal objetivo, em uma primeira
fase foi feito o levantamento da literatura existente sobre o assunto, a fim de criar uma base teórica para
o presente estudo. Em uma segunda fase, foi realizada uma pesquisa descritiva quantitativa com 289
consumidores do Paraná de produtos e serviços de luxo. O estudo de campo revelou a existência de
três grupos com perfis diferentes em relação a atitudes, motivações e comportamento de compra em
relação do luxo. Buscou-se com esse trabalho auxiliar no gerenciamento estratégico de empresas que
queiram ou já atuam neste segmento e que possam agir de forma mais regionalizada em suas
estratégias de vendas e aproximação com o cliente dentro desse mercado.
Luxury is a concept of difficult understanding, since its meaning has several interpretations throughout history, but it is by common agreement among authors on the theme that luxury has always been associated with the rare, beautiful, inaccessible and differentiating. Since the industrial revolution, which has led to the rise of economic power, consumption of luxury goods is not restricted to only a privileged portion of the population. Because of that economic growth, competition within the industry has grown, and with it came the need to study more and more the consumer behavior. This study aims to analyze the purchasing behavior of luxury products and services by consumers from Paraná, in terms of attitudes, motivations and consumer behavior. To reach this objective, the first part of this study is focused on summarizing the existing literature on the subject, in order to create a theoretical basis for the present study. In the second part, a quantitative descriptive research was conducted with 289 consumers of luxury products and services from Paraná. The field study revealed the existence of three groups with different profiles according to their attitudes, motivations and consumer behavior towards luxury. This research seeks to assist in the strategic management of companies that want to act in that market in a more regionalized way, and help with their marketing strategies within that segment.
Luxury is a concept of difficult understanding, since its meaning has several interpretations throughout history, but it is by common agreement among authors on the theme that luxury has always been associated with the rare, beautiful, inaccessible and differentiating. Since the industrial revolution, which has led to the rise of economic power, consumption of luxury goods is not restricted to only a privileged portion of the population. Because of that economic growth, competition within the industry has grown, and with it came the need to study more and more the consumer behavior. This study aims to analyze the purchasing behavior of luxury products and services by consumers from Paraná, in terms of attitudes, motivations and consumer behavior. To reach this objective, the first part of this study is focused on summarizing the existing literature on the subject, in order to create a theoretical basis for the present study. In the second part, a quantitative descriptive research was conducted with 289 consumers of luxury products and services from Paraná. The field study revealed the existence of three groups with different profiles according to their attitudes, motivations and consumer behavior towards luxury. This research seeks to assist in the strategic management of companies that want to act in that market in a more regionalized way, and help with their marketing strategies within that segment.
Description
Mestrado APNOR e Mestrado de dupla diplomação com a UTFPR - Universidade Tecnológica Federal do Paraná
Keywords
Luxo Atitudes Motivações Comportamento do consumidor Marketing