A segmentação de consumidores vem sendo utilizada no planejamento estratégico de empresas e instituições com objetivo de agrupar os consumidores segundo determinadas características que possam conferir homogeneidade a cada grupo. Este trabalho investigou a relação entre a segmentação por classes econômicas e a segmentação psicográfica, que agrupa os consumidores segundo suas atitudes, estilos de vida, comportamento de compra e características demográficas. A pesquisa utilizou como sujeitos um grupo de conveniência formado por 367 alunos de uma IES particular por considerar que são futuros profissionais que utilizarão técnicas de segmentação. Foi utilizado um instrumento, adaptado da proposta denominada VALS-2, do Instituto SRI, juntamente com o sistema de classificação ABIPEME. Como resultado, observou-se que, nesse grupo, as atitudes e estilos de vida se distribuíram verticalmente entre todas as classes econômicas detectadas no grupo. Conclui-se que, para o grupo testado, existe pouca relação entre esses dois tipos segmentação: a segmentação por classes econômicas oferece menores benefícios para esse mercado, a segmentação psicográfica pode ser ferramenta fundamental para a estratégia de marketing e que são necessários instrumentos de classificação psicográfica mais adaptados às particularidades do consumidor brasileiro.

Abstract

Environmental marketing tries to develop strategies to strengthen the entrepreneurial image and connect environmental appeal to products and brands. However, the companies’ reputation may be undermined if the green message uses false or inaccurate information, making it seem that theory and practice are far apart. As a consequence, the damage can be irreversible from the consumers’ viewpoint. This research aimed at raising and analyzing environmental marketing strategies that denote the practice of greenwashing from the point of view of consumers in the national furniture market. To reach the objective suggested, the research took place in two steps. The first step encompassed a qualitative approach, in which data were collected through interviews. The second step used the quantitative approach, a survey-collection method, and the application of questionnaires with consumers. As a result, it was possible to see that the variables concerning environmental marketing that can be perceived as greenwashing are mostly “preference for environmental products”, “interest in green information”, “brand-associated trust”, “green purchase incentive advertisement” and “a green guidebook generates environmental credibility”. The results led to the conclusion that consumers are aware of environmental issues and prefer green products, but greenwashing practices undermine the perception of the company’s image and its brands.

Introducción: Las plataformas de financiamiento colectivo y las innovaciones sociales son aspectos simbólicos fundamentales para el surgimiento y consolidación de una nueva economía. De esta forma, el presente artículo busca comprension de las plataformas de financiamiento colectivo, también conocidas como crowdfunding en Brasil, y su relación con proyectos que son compatibles com las definiciones de innovacion social. Objetivo: Esta investigación busca comprender la influencia y las posibles relaciones entre las plataformas de crowdfunding y los procesos de innovación social, a partir de la revisión de las principales líneas teóricas relacionadas con el crowdfunding y las matrices de innovación social. Materiales y métodos: El método utilizado fue un estudio de caso exploratorio. Para ello, se realizó un estudio en dos de las plataformas de crowdfunding más representativas de Brasil (Kickante y Vakinha) con entrevistas a sus representantes y acceso a datos secundarios. Resultados: Fue posible una percepción más clara de cómo la herramienta de crowdfunding actúan en el país y cómo pueden constituirse mecanismos fomentadores de innovación social, generando impactos positivos en la sociedad brasileña. Conclusiones: La evaluación realizada llevó a la comprensión de que las plataformas de crowdfunding, aliadas a proyectos que apuntan al bienestar social, resultan a menudo en prácticas compatibles con los conceptos de innovación social al resultar en mejoras significativas para la sociedad. Se observó que las plataformas de financiamiento colectivo, analizadas poseen el aspecto del bienestar social bastante destacado en gran parte de los proyectos vehiculados.

The objective of this research was to analyze the strategies practiced by small supermarkets in the perception of low-income consumers. The competition for low-income consumer is not limited to large supermarkets that have the resources to plan and implement various strategies, small and medium sized supermarkets try to attract these consumers adopting strategies perceived by their customers for certain attributes, that differentiate them from larger competitors. Based on the conceptual model of the Strategy as Practice presented by Whittington (2006), composed by constructs Praxis, Practice and Practitioner, a descriptive survey was undertaken in a sample of 300 subjects belonging to the segment of low-income customers from three small supermarkets. Using descriptive and multivariate statistical analysis was possible to identify three factors in the construct Praxis: 1) economic actions, 2) actions on the micro-environment, and 3) actions in the products, which explained 16 variables related to Choose Store. In the Practice construct other three factors were identified: 1) services received, 2) economic values, and 3) perceived advantage, explaining 12 variables related to the Services Offered. The conclusion was that the strategic practices that low-income consumers perceive as very important for the Selection of the Lodge are the care, home delivery, cleaning and organization, and care little for the waiting time in queues, the term of payment and quality and variety of sausages and dairy products. For strategies related to the Services Offered, these subjects attach great importance to home delivery, customer service, and cleanliness of the store, but give little importance to loyalty cards, private brands and packer.