Comportamento de compra de jovens de baixa renda no varejo de vestuário
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2009
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The objective of this research was to investigate the purchase behavior of low income young women related to fashion clothing in three peripheric areas of the city of São Paulo. The methodology was based on deep interviews with 30 young women aged 18-24, with 3-7 minimum wages of family income, as well as a buying simulation to observe their in-store purchase behavior. The analysis was based on the symbolic interactionist perspective, which is focused on the meanings attached to consumer choices and actions. The results indicated that there is a rich set of symbolic meanings related to fashion brands and purchase of clothing. They also show that, besides brand preference, the young women choose the clothing retail stores based on localization, product assortment, price and selling practices.