SIGNIFICADOS DE PLANOS DE SAÚDE PARA CONSUMIDORES DE BAIXA RENDA

Abstract

Since the 2000s, the number of low-income consumers with health plans has grown. For this public, beside the access to private hospitals, clinics and doctors, health plans present consumption meaning that go beyond its functional benefits. However, the understanding of such meanings is still unexplored in marketing. The present study analyzes the meanings associated by low income consumers to health plans. For this, 18 in-depth interviews were conducted with these consumers that have or have had such plans. It is possible to notice that health plans are perceived as causing improvements in the quality of life of low-income consumers, despite the fragility in the possession of such service, since it is offered as a benefit to workers, by companies. Also, health plans offer a feeling of dignity to these consumers. In conclusion, for low income consumers, health plans represent meaning of social inclusion and better learning of how to be a consumer. (English) [ABSTRACT FROM AUTHOR]