Vulnerabilidade da Criança no Varejo: Um Estudo Sob a Perspectiva da Pesquisa Transformativa do Consumidor

Abstract

Among the themes studied under the 'lens' of Transformative Consumer Research (TCR), we have the vulnerability, which represents a state of impotence due to an imbalance in market interactions or the consumption of products and marketing messages. In this study, the focus is on the child consumer. With regard to the vulnerability of this market, this subject has not been widely studied and the field needs research. In this sense, the objective of this article is to identify the vulnerabilities of child consumers experienced in retail. For that, we carried out an exploratory research of a qualitative nature, in which the data collection took place through essays conducted with children aged eight to nine years, students of a school in the interior of the state of São Paulo. The data analysis was done through information categorization and content analysis. From data, it was possible to perceive that the vulnerability of the child in the retail is more associated with the presence of external factors, for example, absence of the desired products in the store, difficulty to find them, possibility of not identifying the product due to the Packaging with drawings, among others, than with the individual characteristics of children. (English) [ABSTRACT FROM AUTHOR]