CONSUMPTION OF BEAUTY CHARACTERISTICS IN THE BOTTOM OF PYRAMID: PERCEPTION ANALYSIS OF THE MARKET PARTICIPANTS
This article analyzes the dermacosmetics consumption by the bottom of pyramid consumers, through a qualitative exploratory study investigating the perceptions of dermatologists, consumers and industry representatives. Data collection was carried out through interviews, followed by content analysis,...
| Autores: | , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Recursos: | Universidade do Sul de Santa Catarina (UNISUL) |
| Repositorio: | Revista Eletrônica de Estratégia e Negócios |
| Idioma: | portugués |
| OAI Identifier: | oai:portaldeperiodicos.animaeducacao.com.br:article/2753 |
| Acesso em linha: | https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/2753 |
| Access Level: | acceso abierto |
| Palavra-chave: | Bottom of Pyramid Marketing Consumption Beauty. Base de la Pirámide Consumo Belleza. Base da Pirâmide Beleza. |
| Resumo: | This article analyzes the dermacosmetics consumption by the bottom of pyramid consumers, through a qualitative exploratory study investigating the perceptions of dermatologists, consumers and industry representatives. Data collection was carried out through interviews, followed by content analysis, and the results demonstrate the growth of consumption, showing that beauty promotes social fulfillment and facilitates professional rise, showing a predisposition of women to consumer dermocosmetics. However, the main perception is that companies need to create ways to leverage this consumption, approaching the dermatologists, intensely publicizing the dermocosmetics, adjusting prices and local production. |
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