Specialized consumers: consumer trends and the sale of cosmetics
Name: LUANA PAULA PEIXOTO AGLIO DOS PASSOS
Publication date: 25/04/2012
Advisor:
Name |
Role |
|---|---|
| TERESA CRISTINA JANES CARNEIRO | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| TERESA CRISTINA JANES CARNEIRO | Advisor * |
Summary: The research, begun in 2009, is characterized as qualitative, with ethnographic bias. From participant observation (made at regular meetings of cosmetics dealers of Nauras brand or the sale of such products), and data from interviews conducted with four consultants (as the dealers are called) and other works on the company, some "types" of consultants were identified and the research focus is one of these categories, called "Expert Consuming", which, among other features, start your contact with the Natura mainly by consumption. In this sense, the research objectives are to interpret as this hybrid experience of consumption and sale of cosmetics is experienced by expert consumers and the possible consequences of these experiences in their life trajectories. These developments relate to the symbolic aspects of consumption of Naturas cosmetics, for significant moments in their life stories (related to sales and consumption of these products), as well as subjective perceptions or representations about the links of this type of work. The analyzes had as the theoretical concepts the Urban Sociology and Anthropology (Hughes, Dumont, Gilberto Velho and Goffman), Anthropology of Consumption (Mary Douglas, among others) Research the company and some of the contemporary changes in the workplace. Among the results, it was noted that the consultants performance is closely related to her experience as a consumer, in as much as use the product is a way to become a window of own effectiveness. The image of himself as a "Naturas consultant" and future projects of these women are also influenced by significant moments in their careers, for more or less adherence to the holistic and individualistic contemporary ideologies, by socialization processes in adulthood and by the sociability.
