Demarketing seletivo e "velado" na visão de consumidoras negras

Submitted by Ana Moura (ana@coppead.ufrj.br) on 2018-10-29T19:17:47Z No. of bitstreams: 1 Leticia Casotti - Selective and veiled demarketing from the....pdf: 173668 bytes, checksum: 3eb0157d27988c03cc6105fbc31bfc98 (MD5)Approved for entry into archive by Samantha Eunice de Miranda M. Pontes (samantha@sibi.ufrj.br) on 2018-12-04T16:05:53Z (GMT) No. of bitstreams: 1 Leticia Casotti - Selective and veiled demarketing from the....pdf: 173668 bytes, checksum: 3eb0157d27988c03cc6105fbc31bfc98 (MD5)Made available in DSpace on 2018-12-04T16:05:53Z (GMT). No. of bitstreams: 1 Leticia Casotti - Selective and veiled demarketing from the....pdf: 173668 bytes, checksum: 3eb0157d27988c03cc6105fbc31bfc98 (MD5) Previous issue date: 2018-10-01Este trabalho traz a visão da consumidora negra sobre efeitos de ações de marketing, apoiando-se na literatura sobre demarketing. O contexto investigado é sua experiência no mercado de tratamento e beleza dos cabelos. Informações originadas de diferentes manifestações midiáticas se somam às entrevistas narrativas para a interpretação do fenômeno. Os achados revelam um padrão estrutural dominante, que perpetua a condição marginal dos traços naturais dessas mulheres; aspectos emergentes do mercado, que apontam movimentos rumo à visibilidade dessa consumidora, e que essas mulheres se mostram ávidas por consumir, mas se sentem desencorajadas em sua demanda. Isso sugere que percebem o demarketing seletivo e velado, como um dos efeitos das ações de marketing. A análise dá origem a reflexões teóricas sobre demarketing e racismo velado no Brasil.This study sheds light on the perspective of Black female consumers in regard to certain effects of marketing initiatives adopting the literature on demarketing as a framework. The context examined is their experience with the market of hair beauty and care. Media actions are analyzed along with narrative interviews in order to understand the phenomenon. The findings reveal a dominant structural pattern which perpetuates the marginalized status of Black women’s natural traits. Emerging market initiatives point to movements concerning the visibility of these female consumers, who despite being eager to consume, have their demand discouraged. This suggests that they perceive selective and veiled demarketing as one of the results of marketing actions. The analysis invites for theoretical reflections on demarketing and veiled racism in Brazil