THE CONSUMER BEHAVIOR OF SOCIO-ECONOMIC CLASS C CONCERNING ITS RELATIONSHIP WITH CHRONIC DISEASE MEDICINE / O COMPORTAMENTO DO CONSUMIDOR DAS CLASSES C NA SUA RELAÇÃO COM MEDICAMENTOS DE USO CONTÍNUO

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The worldwide market dynamics has been impacted by two social phenomena which challenge both the academic community and the corporate environment: the emerging populations at the base of the pyramid and the ageing population of nations. An important mass of new consumers reaches the consumption market every year, coming from different geographies. At the same time, the demographic structures of nations reflect a general gain in the quality of life, mainly due to the development of new drugs, in the form of chronic diseases medicines. These new market standards require new models in order to deliver innovative solutions. And the pharmaceutical segment needs to be prepared to face this increasing demand. Get acquainted of these consumers needs, financial limitation and desires, is mandatory. Taking into consideration that studies on these subjects are scarce the present dissertation intends to be an exploratory study on this subject. Its objective is go further on the knowledge about chronic diseases medications consumers, classified as socio-economic class C (as per the Critério de Classificação Econômica Brasil), focusing on their purchase decision process in a financial constraint scenario. The selected research method was the in depth personal interviews. The research was conducted among Great Rio de Janeiro inhabitants. Results were leading to a behavior of budget planning discipline and interviewees important contribution to their families maintenance. Consumers showed a high commitment level to their treatments and strong involvement with their medicines since they recognized the importance of medicines to their welfare and even survival.

ASSUNTO(S)

comportamento do consumidor consumer behavior bottom of the pyramid medicamento de uso continuo aging population envelhecimento da populacao base da piramide chronic diseases medicines

ACESSO AO ARTIGO

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