Comportamento do consumidor de streaming musical e a estratégia de oceano azul da empresa XYZ

Abstract

This work analyzed, through musical streaming consumers, how the strategy employed by XYZ takes place and if she could be considered as a blue ocean of your market. For this purpose, aspects of musical consumption before and after XYZ were investigated through in-depth interviews with consumers of this service. The methodology with regards to the approach characterizes this research as qualitative, exploratory and descriptive. For the intended results, a question guide was elaborated and answered through the aforementioned interviews. The analyzed results brought to the light the informations that the sample consumes music essentially through illegal downloads; and citing as a major motivation the convenience that the format brings; in a consumption scale slightly big; and, obviously, without paying for the usage. The results concerning the consumption after the XYZ brought a consumer satisfaction regards the service due to the worthwhile costs-benefits the company delivers, like an easy access to the catalogue and convenience. The sample also declared that they started to listen more content after the XYZ and they relationship with piracy has completely changed, since they have abolished this practice of their lives. The sample also started to pay for the music consumption, something that they didn’t usually do in the past. Finally, the only segment who did not see any progress was the flexibility, since in the previous periods the consumers used to listen to music in more formats and devices than today.