Comportamento do consumidor: análise de influência da família nos hábitos de compra de artefatos gaúchos

Abstract

This work analyzes the influence that the family plays in the buying habits of products linked to gaucho culture. For this, explores concepts of consumer behavior, the influence of culture and family consumption, and traditionalism. The research is qualitative in nature, characterized as descriptive, whose study participants are the families in the municipalities of Salvador das Missões - RS and São Pedro do Butia - RS, and entrepreneurs operating in the traditionalists artifacts of Cerro Largo municipality. Data collection was made through semi-structured interviews and for the interpretation of these was used content analysis. It was deduced that companies of gauchos artifacts investigated provide access to the gaucho culture for its consumers, and that the family is a major influence in the buying process, and women are the main customers It was also found that the gauchos consumers are passionate about this tradition, and the beginning of this consumer behavior arises from the family, assisting and passing the tradition to younger generations. It also emerged that the gauchos consumers place a high value on tradition, and feel true love for all aspects connected to their culture, and this tradition has influenced the consumption of these gauchos artifacts. Similarly, the daily contact with aspects and gaucho customes help to keep alive the traditionalism. Based on the results of this work, it can be stated that the consumption of products related to the gaucho culture emerges of family and traditions bases.