Os reflexos das ações de marketing no comportamento de consumo de classes populares no Brasil

Abstract

The importance of studying the consumer behaviour at the bottom of the pyramid has increased in the past decades because of the growth of the population with surplus resources in the world. In order to be able to do business and achieve success, it is relevant to know more about the logics and meanings of consumption for these people, and the influence of marketing in their perception. With the objective of enlarge the knowledge about this subject, the following study sought to identify the consumer practices of the bottom of the pyramid that reflect the influence of the marketing actions. The results were analyzed through the view of the different levels of Bourdieu’s cultural capital and compared to another research made in India about this subject. The evidences showed the meanings associated with brands, the influence of celebrity endorsement, the susceptibility to sales, the problems and risks in the prioritization of expenses and the existence of domination in the way they appropriate the meanings of consumption.