Consumo da beleza pelo público tween e seus influenciadores

Abstract

The understanding of the influencers in consumption of products and beauty services in tweens`market can offer subsidies to marketers and society better understand children consumer`s behavior. The characteristics of children's market and children as consumers, the beauty-related consumption as well the reference groups are addressed in this dissertation. Thus, this qualitative study aimed to identify the influencers of tweens for consumption of products and beauty services, identifying which products and services that tweens consume, understanding which motivations that lead tweens to use such products and services as well as identifying which groups that influence these tweens to consume these products and also identifying what kind of influence individuals / social groups engage these tweens as regards the above consumption. In this dissertation 30 subjects were selected, such as psychologists, teachers, mothers of tweens and tweens between ten and 12 years, all residents in the city of Maringá, Paraná. Data were obtained through interviews with semi-structured script and projective techniques using photos. The interviews were recorded and transcribed. Using the content analysis made possible to find that the participation of influencers` consumption of tweens for products and beauty services occurs through some groups, such as relatives - mostly mothers - school friends, ballet friends, church friends who attend, and especially through famous people who they identify with in programs, sitcoms and soap operas on TV and following their "idols" in social networks. What motivates this consumption is that tweens have the need to express subjectively, to insert themselves into groups, build their identity, adding up the fact that they are susceptible because of the need to gain acceptance, wishing to be well regarded by their peers. Therefore, they use these products and beauty services as a form to develop such aspects.