Compra de cosméticos na melhor idade: um estudo na cidade de Santana do Livramento

Abstract

Nowadays, with the increase in life expectancy, the elderly have gained space in several sectors of society, such as: labor market, universities, gyms, leisure spaces, among others. With the social changes and the rise of this population actively participating in the economy, the elderly are more concerned with health, quality of life, beauty and wellbeing. Thus, the market for cosmetics aimed at the elderly has stood out in recent years. This study sought to understand the behavior of the elderly in the consumption of cosmetic products, which was carried out in the city of Santana do Livramento. The study is characterized by a quantitative approach, of a descriptive nature, and the method chosen was the survey. The sample consisted of 60 elderly individuals, and was characterized as non-probabilistic for convenience. The data collection was based on a structured questionnaire based on the theoretical framework. Data analysis was performed through frequencies, means and sample difference tests (Student's T). The main results are: when acquiring cosmetics, the elderly are influenced mainly by medical indications, price, promotion, brand loyalty and convenience in the acquisition. Motivated to acquire such products, they have expectations of feeling younger, beautiful and attractive, improving the quality of life and health. When comparing these data in relation to the gender, we observed differences in preferences, influences and purchase expectations between men and women.