Materialismo, compra por impulso e endividamento: um estudo com consumidores na base da pirâmide

Abstract

Excessive consumption can impact the lives of consumers with more restricted incomes. Therefore, in order to analyze the relationship between materialism, impulse buying and indebtedness in consumers at the base of the pyramid, a different type of descriptive research was carried out, using the survey method. The survey with 202 respondents from the base of the pyramid, residing in the city of Santana do Livramento. Among the main findings, the results show that materialism and impulse buying have a positive evaluation, reinforcing the understanding that the level of materialism can be evidenced by individuals at the base of the pyramid. However, when these variables are vital, they do not have values that indicate the presence of evidence. The results also show that consumers buy this study in general, have a low and intermediate degree of materialism, do not tend to be on impulse and are not prone to indebtedness. And as sociodemographic characteristics, an average profile of respondents is composed of women aged between 9 and 48 children, with schooling up to three years of complete education, their family income in three years, and their monthly family income of up to R$ 1.100,00. It is worth mentioning that this research brought academic, managerial and social contributions by covering a more vulnerable part of the population and highlighting the behavior of these consumers, in times of pandemic and changes in their consumption.