PLUS SIZE EXISTE? UMA ANÁLISE DA EXPERIÊNCIA DE CONSUMO DE INDIVÍDUOS DESCONSIDERADOS PELO MERCADO DE MODA
DOI:
https://doi.org/10.12662/2359-618xregea.v10i1.p123-142.2021Keywords:
Experiência de Consumo, Plus Size, Varejo de ModaAbstract
Considerando o aumento da população brasileira acima do peso em contraste com um mercado de moda plus size ainda em desenvolvimento, este artigo investiga o conceito de experiência de consumo de roupas sob a ótica de consumidores plus size. Trata-se de uma pesquisa qualitativa, realizada por meio de 10 entrevistas em profundidade com consumidores desse segmento. Os resultados obtidos mediante uma análise de conteúdo identificaram três categorias temáticas: Experiência com o Produto, Experiência de Compra e Aspectos Emocionais relacionados à Compra. Esses resultados revelaram a insatisfação desses consumidores com diversos aspectos da experiência de consumo, principalmente no que se refere à dificuldade de achar roupas, o alto preço, a falta de identificação e os impactos na autoestima. Este estudo contribuiu para um maior entendimento do contexto de consumo e do comportamento do consumidor neste segmento. Também traz importantes considerações para a tomada de decisão de marketing no varejo de moda.
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