Uma análise sobre o comportamento de consumidoras de maquiagem para mulheres afrodescendentes

Abstract

This course conclusion paper aims to understand the decision making process to purchase makeup for the afro-descendant female audience and what are the main sociocultural variables that influence them. To this end, we sought to analyze the stages of the decision making process of buying consumers of this type of cosmetics, who are the influencers in this buying decision process and how the socio-cultural variables (culture, family, reference groups, status and social class). ) influence your choices. This research is classified as exploratory and qualitative, developed based on bibliographic research and interviews conducted with 8 women of African descent and makeup consumers. The results indicate that during the purchase decision process, one of the main factors taken into consideration is the product characteristics, especially the suitability of the consumers skin tone, the price and the quality of the product. The Internet, mainly Youtube and Instagram, was cited as the main source of access to information about products, especially content and reviews posted by influencers are very popular. It was also verified that social class, status and reference group are the main factors of sociocultural influence, according to the analysis of the data collected with the responses of the consumers.