THE COHORTS INFLUENCE`S IN THE FORMATION OF PREFERENCE FOR CULTURAL PRODUCTS: A STUDY APPLIED TO IDOLS OF BRAZILIAN TV DRAMATIC ART / A INFLUÊNCIA DE COORTES NA FORMAÇÃO DA PREFERÊNCIA POR PRODUTOS CULTURAIS: UM ESTUDO APLICADO AOS ÍDOLOS DA TELEDRAMATURGIA BRASILEIRA

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

Studies about cohort effects on the preferences of many cultural products reveled evidences for the existence of more sensitive period on the consumer`s life, when tastes are developed and carried for the whole life. These conclusions show the alternative of cohort segmentation, give more information about consumer behavior, help in forecast demands and guide marketing actions. In brazilian context, there isn`t cultural product with the same size, presence and relevance that idols of tv dramatic art on the general population. In a country with huge social-economical differences between classes, the distribution cultural vehicle stronger and more democratical, because there are in every social class, is the television, which has like its principal product the soap operas. Nothing is more popular on the brazilian TV then dramatic art. The role that it plays through its artists on the social life of brazilian consumers is undeniable, by invade with permition million of houses every day the TV dramatic art idols have enormous appeal on their target. It can be proved by the big number of publicity indorsement they realize. So, this research shows an empirical investigation, in which men and woman express their preferences for male and female idols of brazilian TV dramatic art, to verify if cohort effects affects these preferences. In this way, not only contributes to enlarger the scopes of works already did in this area but too through the conclusions presented, which corroborate the theory, can give subsidies for marketing professionals to increase the efficacy of publicity stimulus.

ASSUNTO(S)

tv dramatic art consumer behavior preference periodo marketing marketing age teledramaturgia comportamento do consumidor preferencia period coorte cohort idade

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