Compra de Lingerie por Mulheres: Uma Proposta de Segmentação Baseada em Arquétipos

Abstract

O principal objetivo foi o de analisar as atitudes na compra e consumo de lingerie considerando atitudes, consumo simblico e arqutipos para desenvolvimento de proposta de segmentao. O trabalho principia com uma breve reviso terica e a seguir so apresentados resultados de pesquisa emprica quantitativa do tipo survey, cuja amostra no probabilstica por convenincia foi composta por 150 mulheres entre 18 e 51 anos. O instrumento de pesquisa foi um questionrio estruturado, aplicado em So Paulo, atravs de entrevista pessoal. Os dados foram analisados empregando-se estatstica uni e multivariada com anlise fatorial e de agrupamentos (cluster). Dentre os principais achados podem-se considerar a influncia de variveis demogrficas como faixa etria, renda e estado civil na freqncia de compra e tipo de lingerie, como tambm dos atributos conforme sejam para uso dirio (conforto e preo) ou ocasio especial (cor e modelo). As mulheres apresentam atitudes bastante favorveis quando s lingeries. A anlise fatorial indicou a existncia de trs fatores subjacentes que foram denominados de acordo com os arqutipos, a saber: Afrodite, rtemis e Demter e os trs agrupamentos identificados acompanham esses arqutipos como a feminista do sculo XXI (53% da amostra); a mezona (11% da amostra) e, por fim, a sedutora (36% da amostra). DOI: 10.5585/remark.v9i3.2182

Customer value creation in an omnichannel environment: a study in the intimate apparel industry

“…These needs, however, seemed to change throughout time, or rather, the bearer of these needs seems to change as humanity evolved and women went from being treated as objects to be regarded as human beings with conscience and needs of their own (Bacha et al, 2010;Gellacic, 2013;Greggianin, 2016;Ticianel, 2007).…”

“…Some authors have raised the lack of academic investigation in women's intimate apparel retailing in comparison to more conspicuous fashion items throughout the years (Ashworth et al, 2006b;Bacha et al, 2010;Hart & Dewsnap, 2001;Hume & Mills, 2013;Tsarenko & Lo, 2017;Yip et al, 2011). Indeed, a Scopus Database research with the keywords "lingerie" and "retail" returned only 42 articles.…”

“…In a product which needs to accompany women's ever-changing sizes due to childbearing, health issues and aging (Dewsnap & Hart, 2004;Hart & Dewsnap, 2001;Hume & Mills, 2013;Tsarenko & Lo, 2017;Yip et al, 2011), but that also fulfills hedonic needs such as self-indulgence and pleasing significant others (Bacha et al, 2010;Dewsnap & Hart, 2004;Hart & Dewsnap, 2001;Hume & Mills, 2013;Tsarenko & Lo, 2017;Yip et al, 2011), is it enough to limit segmentation to customer characteristics only (Dewsnap & Hart, 2004) as if they were static over time and all the time for every intimate apparel item? Alternatively, is it possible to imagine that one single customer may have different needs and purchasing behaviors according to the occasion or reason that triggered their shopping journey?…”

“…Thus, they have the means to purchase personal products freely even if they still receive financial aid from their parents for rent and other living costs. Furthermore, Bacha et al (2010) also considered women from ages 18 above for their research on lingerie customer segmentation and even observed ages 18 through 24 constituted a segment with different characteristics from ages 25 and above.…”

“…From a theoretical point of view, even though the literature on gendered consumption has rapidly evolved, academic production concentrated in exploring differences within the same gender is still scant (Bacha, Strehlau, & Vieira, 2010;Hume & Mills, 2013;Tsarenko & Lo, 2017).…”