Emulação de consumo no Brasil

Abstract

This dissertation aimed to construct the concept of consumption emulation, explaining the concept of classes as opposed to that of income strata, emphasizing the class perspective. It was found out which countries have strong characteristics of "consumer culture" and "lifestyle" and their influences on Brazilian consumer behavior regarding emulation. Subsequently, it was verified which are the mechanisms that spread the idea of a certain lifestyle and consumption. The theoretical basis was constructed from Veblen (consumption emulation), Nietzsche (objectivity and subjectivity, inseparable impulses), Bauman (Postmodernity and consumption), Baudrillard (Signs and consumption), Celso Furtado (dependency roots), between others. We sought a method that would provide complex analyzes of consumer choices. Starting from the hypothesis that there is no duality in the decision process (rationality and emotional impulses), both are imbricated, that is, they occur concomitantly. The most opportune method was the semi-structured interview, which favors the understanding of social phenomena. After applying the method, it was verified that the factors that most influence the analysis of the consumers interviewed are quality, price, need and some subjective factors. In relation to foreign cultural influence, the countries most cited according to those who feel influenced by the "lifestyle and consumption" of the outside were United States, England and France. The ways that disseminate the lifestyle and consumption of other countries to the Brazilian consumer are associated with the media and the arts. Of the consumers surveyed, 86% stated that products that are more consumed by richer classes provide status, a kind of trophy, victory, success and admiration of others, and that when they wish to consume even with limited income, only 37% choose Form savings to acquire the good in the future and 67% opt for the use of credit, financing or loan to make the purchase.