The influence of the involvement with products on consumer practices of empty nest couples

Autores

  • Iara Silva da Silva ESPM - Sul
  • Liliane Antunes Rohde ESPM/Sul

DOI:

https://doi.org/10.5585/remark.v18i3.16369

Palavras-chave:

Involvement with products, Consumption, Empty nest couples.

Resumo

Goal: to analyze the influence of involvement with products focused on leisure and gastronomy - books, trips and wines - on the consumption practices of empty nest couples.

Method: a triangulation of methods through exploratory (qualitative) and descriptive (quantitative) research, through in-depth interviewing techniques and questionnaires. For data analysis of the qualitative (content analysis) and the quantitative (descriptive statistics) research. At the time of analysis, the data is triangulated to arrive at the results.

Originality / Relevance: is present in the application of the New Involvement Profile (NIP) scale, tested and adapted to the Brazilian reality by Fonseca (1999).

Results: it is important to highlight that couples presented situational involvement with the investigated products; therefore, products have no relevant meaning and/or define couples’ lifestyle and self-concept. In addition, the consumer practices of empty nest couples reinforced their concern with keeping close bonds with their children.

Theoretical and Methodological Implications: the application of the New Involvement Profile (NIP) scale is a contribution in this field, being adapted to the Brazilian context and to a specific segment - the empty nest couples.

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Biografia do Autor

Iara Silva da Silva, ESPM - Sul

Doutora em comunicação social, mestre em administração de empresas, ambos pela PUCRS. Professora dos cursos de graduação e pós-graduação da ESPM/Sul e pesquisadora nos campos do marketing e da comunicação.

Liliane Antunes Rohde, ESPM/Sul

Mestre em administração de empresas pela Universidade Federal do Rio Grande do Sul (UFRGS). Professora dos cursos de graduação da ESPM/Sul. Consultora de Empresas na área de pesquisa de mercado.

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Publicado

27.12.2019

Como Citar

da Silva, I. S., & Rohde, L. A. (2019). The influence of the involvement with products on consumer practices of empty nest couples. ReMark - Revista Brasileira De Marketing, 18(3), 127–147. https://doi.org/10.5585/remark.v18i3.16369

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