Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN

The challenges faced by the pubs’ and nightclubs’ market, and also the lack of knowledge about the consumption habits of the LGBT community raise the questioning on how is the costumer behavior on this segment and what leads them consume on that way. In face of and emergent public, who is increasing...

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Autor principal: Silva Filho, Lívio Christian de Melo
Outros Autores: Araújo, Maria Valeria de
Formato: bachelorThesis
Idioma:pt_BR
Publicado em: Universidade Federal do Rio Grande do Norte
Assuntos:
Comportamento do consumidor
Consumidor LGBT
Consumo de bares e boates
Costumer behavior
LGBT Costumer
Consumption on pubs and nightclubs
Endereço do item:https://repositorio.ufrn.br/handle/123456789/35215
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spelling ri-123456789-352152021-09-20T15:01:28Z Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN Silva Filho, Lívio Christian de Melo Araújo, Maria Valeria de Comportamento do consumidor Consumidor LGBT Consumo de bares e boates Costumer behavior LGBT Costumer Consumption on pubs and nightclubs The challenges faced by the pubs’ and nightclubs’ market, and also the lack of knowledge about the consumption habits of the LGBT community raise the questioning on how is the costumer behavior on this segment and what leads them consume on that way. In face of and emergent public, who is increasingly coming out, have a high purchasing power and seek for services that are costumed according to their needs, the goal of the present research is to comprehend the factors that contribute to the consumption and buying decisions on pubs and nightclubs market in the city of Natal/RN. This research was produced through and exploratory study, consulting the costumers of pubs and nightclubs directed for the LGBT community. The chosen data analysis approach was qualitative, being supported by the NVivo Pro 11 version software. The presented results show that, in a general way, the LGBT pubs’ and nightclubs’ costumers consider three reasons as main to motivate the consumption, which are: sociability, music and prices. It is also possible to realize that the interviewed criticized the services of those establishment, and especially, the ambience. Despite of that, they present a certain level of satisfaction and show loyalty to the pubs and nightclubs they like the most. Lastly, it is possible to realize that this public is willing to consume pubs’ and nightclubs’ services that they think differ from others, even if they were more expensive, however, only if they consider this place would aggregate to their consumption experience. Com os desafios presentes no mercado de bares e boates, e ainda, diante da falta de conhecimento diante do consumo de mercado voltado ao público LGBT, surge a questão de como se dá o comportamento de consumo deste segmento e quais motivações os levam a consumir tais serviços. Diante de um público emergente que, cada vez mais, se assume, possui poder aquisitivo para o consumo e procura serviços que sejam personalizados para as suas necessidades, a presente pesquisa visou contribuir com a compreensão dos fatores que contribuem para o consumo e decisão de compra em bares e boates destinadas ao público LGBT em Natal/RN. A pesquisa representa um estudo de caráter exploratório com consumidores dos bares e boates voltadas ao público LGBT. A abordagem de análise de dados escolhida foi a qualitativa adotando-se a análise de conteúdo suportada pelo software NVivoPro versão 11. Os resultados apresentados mostram que, de maneira geral, os consumidores de bares e boates destinados ao segmento LGBT enxergam três fatores como os principais motivadores do consumo, são eles: sociabilidade; música e preços. Também foi possível perceber que os entrevistados possuem queixas sobre o serviço, e sobretudo, sobre os ambientes, mas que apresentam um certo nível de satisfação, além de serem fidelizados às casas que mais gostam. Por fim, se pode perceber que este público estaria disposto a consumir bares e boates que tivessem diferenciais, mesmo que fossem mas caros, no entanto, somente se estes agregassem à sua experiência de consumo. 2019-07-05T17:17:23Z 2021-09-20T15:01:28Z 2019-07-05T17:17:23Z 2021-09-20T15:01:28Z 2019-06-19 bachelorThesis 2015036540 SILVA FILHO, Lívio Christian de Melo. Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN. 101f. 2019. Monografia (Graduação em Administração), Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2019. https://repositorio.ufrn.br/handle/123456789/35215 pt_BR Attribution-NonCommercial-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nc-nd/3.0/br/ application/octet-stream Universidade Federal do Rio Grande do Norte Brasil UFRN Administração
institution Repositório Institucional
collection RI - UFRN
language pt_BR
topic Comportamento do consumidor
Consumidor LGBT
Consumo de bares e boates
Costumer behavior
LGBT Costumer
Consumption on pubs and nightclubs
spellingShingle Comportamento do consumidor
Consumidor LGBT
Consumo de bares e boates
Costumer behavior
LGBT Costumer
Consumption on pubs and nightclubs
Silva Filho, Lívio Christian de Melo
Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN
description The challenges faced by the pubs’ and nightclubs’ market, and also the lack of knowledge about the consumption habits of the LGBT community raise the questioning on how is the costumer behavior on this segment and what leads them consume on that way. In face of and emergent public, who is increasingly coming out, have a high purchasing power and seek for services that are costumed according to their needs, the goal of the present research is to comprehend the factors that contribute to the consumption and buying decisions on pubs and nightclubs market in the city of Natal/RN. This research was produced through and exploratory study, consulting the costumers of pubs and nightclubs directed for the LGBT community. The chosen data analysis approach was qualitative, being supported by the NVivo Pro 11 version software. The presented results show that, in a general way, the LGBT pubs’ and nightclubs’ costumers consider three reasons as main to motivate the consumption, which are: sociability, music and prices. It is also possible to realize that the interviewed criticized the services of those establishment, and especially, the ambience. Despite of that, they present a certain level of satisfaction and show loyalty to the pubs and nightclubs they like the most. Lastly, it is possible to realize that this public is willing to consume pubs’ and nightclubs’ services that they think differ from others, even if they were more expensive, however, only if they consider this place would aggregate to their consumption experience.
author2 Araújo, Maria Valeria de
author_facet Araújo, Maria Valeria de
Silva Filho, Lívio Christian de Melo
format bachelorThesis
author Silva Filho, Lívio Christian de Melo
author_sort Silva Filho, Lívio Christian de Melo
title Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN
title_short Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN
title_full Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN
title_fullStr Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN
title_full_unstemmed Comportamento e decisão de consumo de bares e boates no segmento LGBT na cidade de Natal/RN
title_sort comportamento e decisão de consumo de bares e boates no segmento lgbt na cidade de natal/rn
publisher Universidade Federal do Rio Grande do Norte
publishDate 2019
url https://repositorio.ufrn.br/handle/123456789/35215
work_keys_str_mv AT silvafilholiviochristiandemelo comportamentoedecisaodeconsumodebareseboatesnosegmentolgbtnacidadedenatalrn
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