PMKT – Brazilian Journal of Marketing, Opinion, and Media Research
ISSN: 1983-9456 (Print)
ISSN: 2317-0123 (Online)
Editor: Fauze Najib Mattar
Valuation system: Triple Blind Review
Languages: Portuguese and English
Publication: ABEP – Associação Brasileira de Empresas de Pesquisa
Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Comportamento de Consumo das Mulheres de Baixa Renda: Estudo com Serviços de
Tratamento Capilar em Salões de Beleza
Submission: 23 maio 2013 - Approval: 30 nov. 2013
Sergio Ricardo Goes Oliveira
Doctor in Business Administration from the Escola de Administração de Empresas de São Paulo –
FGV. Master in Business Administration from Universidade Federal da Bahia. Graduated in
Business Administration from the Escola de Administração de Empresas de São Paulo – FGV.
Permanent Professor of the Master's program of Universidade Salvador - UNIFACS and Leader of
Research Group in Marketing from Universidade Salvador.
E-mail: [email protected].
Address: UNIFACS - Rua Dr. José Peroba, 251, 7º andar – Mestrado em Administração, sala 704 Stiep - 41770-235 - Salvador/BA – Brasil.
Edivaldo Pereira da Silva Filho
Master in Business Administration from Universidade de Salvador - UNIFACS. Graduated in
Business Administration from Universidade da Bahia - UNIBAHIA. Titular Professor of Cesmac e
Estácio de Sá - Maceió/AL.
E-mail: [email protected]
Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
ABSTRACT
This study aimed to investigate the behavior of female low-income consumers regarding hair care
services performed in beauty salons. The research used a qualitative and exploratory approach. The
research was conducted in the cities of Maceio and Salvador for its considerable concentrations of
low-income population. In-depth interviews were conducted through semi-structured guidance. The
surveyed were selected by convenience in salons located in popular neighborhoods. Data analysis
was performed using content analysis. The results of the data collected in the two cities showed
great similarity. The main findings revealed by this research were: relationship between
consumption and formation of self-esteem, existence of great influence of the family group and
friends, a joint analysis of professional service and product brands used and, hygiene and
cleanliness as component of choice service provider.
KEYWORDS:
Low income, consumer behavior, marketing services.
RESUMO
Este estudo teve como objetivo investigar o comportamento do consumidor feminino de baixa renda
quanto aos serviços de tratamentos capilares realizados em salões de beleza. A pesquisa usou uma
abordagem qualitativa e exploratória. A investigação foi realizada nas cidades de Maceió e Salvador
por suas consideráveis concentrações de população de baixa renda. Foram realizadas entrevistas em
profundidade mediante orientação de roteiro semiestruturado. As entrevistadas foram selecionadas,
por conveniência, em salões de beleza localizados em bairros populares. A análise dos dados foi
realizada por meio da análise de conteúdo. Os resultados dos dados colhidos nas duas cidades
apontaram grande similaridade. Os principais achados revelados por esta pesquisa foram:
relacionamento entre consumo e formação de autoestima, existência de grande influência do grupo
familiar e de amigos, análise conjunta do serviço do profissional e marcas de produtos usados e
cuidados de higiene e limpeza como componentes de escolha do prestador de serviço.
PALAVRAS-CHAVE:
Baixa renda, comportamento de consumo, marketing de serviços.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
1. INTRODUCTION
This study combine two current topics relevant to the field of marketing research. The first one is
the study of the behavior of the share of the population hitherto neglected by most companies, the
low-income population. The second theme involves a sector that has a significant economic growth,
the health and beauty sector.
Aiming to gain a greater focus on research, it was decided to make two cuttings. The first was the
choice of low-income female consumers for its preoccupation with beauty (DELIVERANCE;
HOR-MEYLL; PESSÔA, 2011; NAGLE; BARKI, 2012), and by their power of purchase
(FUSTAINO; YAMAMOTO, 2009; TURRI, 2009; SANTOS, 2008). The second cut was made in
the choice of the category of services/products studied, products for hair care, which ranks # 1
among categories of cleanliness and accounted for 22.8% of the sector's revenues in 2011
(ABIHPEC, 2012).
For Prospection of primary data were selected cities of Salvador and Maceio given to representation
of low-income people in its population composition, considering as reference their economic
classification based on Criterion Brazil the Brazilian Association of Research Companies - ABEP.
Aiming to explore the entire consumption process (problem recognition, information search,
selection of alternatives, consumption and post-consumption), this research was guided by the
following central question: how features the consumption behavior of low-income women in
relation to hair care services in salons?
2. THE MARKET FOR HEALTH AND BEAUTY
In recent years, the growth of the health and beauty sector was consistently strong and far superior
to industrial growth and GDP itself - Brazilian GDP, according to data presented in Table I.
TABLE 1
Growth of health and beauty sector versus economic growth between 2010 and 2012.
YEAR
GDP
INDUSTRY
2010
2011
2012
7,5%
2,7%
0,9%
10,5%
0,4%
2,7%
HEALTH AND BEAUTY
SECTOR
10,5%
4,6%
8,9%
Source: BRAZILIAN INDUSTRY ASSOCIATION OF PERSONAL HYGIENE, PERFUMES AND COSMETICS ABIHPEC. YEARBOOK 2012. Available at: <http://www.abihpec.org.br/dadosdomercado.php?parametro=6>.
Accessed on 11 March, 2013.
Table 2 shows that, in addition to significant rates of growth of this industry, Brazil occupied the
third place in world rankings in the use of beauty products.
Brazil ranks first in the market of perfumes and deodorants, second in products: hair, male, child,
bath, depilatories and sun protection, and third in cosmetics, colors, and oral hygiene products
(ABIHPEC 2012).
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
The consumption of hair care represents 25.6% of the total share of the market of toiletries like
soaps, deodorants, disposable, among other items. Another reason for the focus on hair care is
because the use of beauty products and treatments not only appreciates the woman but also
stimulates their femininity and social acceptance (MACHADO; PEREIRA, 2010; STREHLAU;
CLARO; LADAN, 2010).
TABLE 2
Worldwide ranking of Beauty products usage.
RANKING
HYGIENE,
PERFUMES
AND
COSMETICS
2011
CONSUMER PRICE
(IN BILLIONS OF
U.S. $)
2012
CONSUMER PRICE
(IN BILLIONS OF
U.S. $)
MARKET SHARE
%
GROUWTH
RATE %
3,3
0,5
0,1
12,4
1
2
3
4
MUNDO
Estados Unidos
Japão
Brasil
China
427
67
47
42
28
433
69
47
42
32
15,9
10,9
9,6
7,4
5
Alemanha
19
18
4,1
5,8
Source: BRAZILIAN INDUSTRY ASSOCIATION OF PERSONAL HYGIENE, PERFUMES AND COSMETICS ABIHPEC. Panorama do Setor 2013. Available at: <http://www.abihpec.org.br/dadosdomercado.php?parametro=6>.
Accessed on 22 May, 2013.
Still according to the Brazilian Industry Association Of Personal Hygiene, Perfumes and Cosmetics
- ABIHPEC, Brazil has 1,659 companies in Toiletry, Perfumery and Cosmetic Market, and, of
these, 139 are located in the Northeast. Over the past 15 years there has been an increase of 222.5%
in this market segment. Although there was a financial growth from 2009 to 2011 from R$ 2.1
billion, demonstrating the potential of this market (ABIHPEC 2012).
3. LOW INCOME
Prahalad (2005) was a major contributor to highlight the potential consumer that represent lowincome populations and the lack of attention from industries and academia. Observing the behavior
of the low-income in the developing countries, it was realized that these individuals represent 70%
of people and 90% of the GDP of these nations.
According to Prahalad (2005), it is wrong to believe that the low-income population does not have
the financial capacity to perform representative spent on the market. Contrary to what many think,
this segment of the population, given its size and income, can mean a lot for undertakings in the
world.
The term "base of the pyramid", coined by Prahalad (2005), refers to the poor. The definition of
poverty varies by research institutes, government agencies and academics. For purposes of this
research, we adopted the term low income due to the popularization of this term in Brazilian
academia and in the general market.
In Brazil, there are some references to characterize the purchasing power of the population,
however, the most adopted criterion in academic publications is the Critério de Classificação
Econômica Brasil (CCEB, 2012), which refers to the family unit, not just the individual.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 167-185, October, 2013 – www.revistapmkt.com.br
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
The CCEB defines economic classes as the purchasing power´s discrimination of individuals and
family units between different Brazilian regions. This criterion, adopted by the Brazilian
Association of Research Companies (ABEP) uses household characteristics to define the
population. The criterion assigns points according to each household characteristic and computes
the sum of points obtained. At the end of the process is made a comparison between the acquired
points and points of the economic classification (ABEP, 2012).
The Criterion Brazil has been used as the main reference of many researches, although several
authors identify as an alternative the classification of economic classes developed by the Brazilian
Institute of Geography and Statistics (IBGE) (RELATIVE; LIMEIRA; BARKI, 2008; BARKI
2005, RELATIVE; BARKI, 2010; FUSTAINO; YAMAMOTO, 2009; STHEHLAU; LIGHT;
LADAN, 2010; NOGAMI; PACAGNAN, 2011).
It was decided to use in this paper the Criterion Brazil as a reference to classify the low-income
population.
According to Nogami and Pacagnan (2011), there is a discussion about whether or not C class
belongs to the poor.
After analysis of the work published in Meetings of the National Association of Graduate Studies
and Research in Administration - ENANPAD and Marketing Meetings of ANPAD - EMA by
2010, it was noticed that in all the articles, the C class was classified as belonging to the low
income. Therefore, Basso et al. (2010), Fontes (2010), Nogami, Vieira and Medeiros (2012) define
the class C as belonging to the low income and this article followed a similar path. Moreover, they
still found some terms in common in articles dealing with low income as the basis of the pyramid,
popular market, poor, emerging consumers, and working class population with low purchasing
power.
Thus, this paper found that the low-income population includes the C, D and E classes. Although
agreeing with the point, some authors use only the C and D classes in their studies, since the
economy class E lives of subsistence (BARKI, 2005).
4. CONSUMER CHARACTERISTICS OF LOW-INCOME
According to Barki (2005), there are some aspects that determine the specific issues of low-income
consumers in Brazil: preference for face-to-face contact, inclusive versus exclusive, brand loyalty,
taste for affluence, low self-esteem and dignity.
The low-income population is characterized by strong brand loyalty. Moreover, others important
factors are the low price as differential, care provided with quality, service and pleasant atmosphere.
Knowing these characteristics and develop a trusting relationship with the customer is important to
understand and serve the low income (QUINTÃO; ISABELLA, 2012; PARENTE; LIMEIRA;
BARKI, 2008).
According to Castillos (2007), what determines the difference between the low-income population
and considered as rich is not the work performed by them, but rather the consumption that set as a
priority in their daily actions. The rich are not concerned with the monthly expenditure planning,
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
but with the future expectations of its assets and profits, while the base of the pyramid down plans
in the short and medium term, due to the low purchasing power.
In a study related to the use of beauty products conducted by Jordão (2008) with house cleaners of
Goiânia, it was found that the mass media and their appeals related to aesthetics and beauty
standard help low-income women to identify and follow the established models and actresses
presented by novels.
Moreover, these women are classified as belonging to the low income and observed consumption
behavior of their employer to establish their aesthetic and buying patterns, without having good
financial conditions for spending (LIVRAMENTO, 2010).
5. PURCHASE DECISION PROCESS
Just as there are various types of consumption behaviors also coexist some types of consumers:
alienated, tolerant, responsible, peaceful, demanding and reluctant.
Knowing both the performance characteristics and the types of potential customers is possible to
understand the buying process and how this interaction exists between the parties and their forms of
behavior (PRADO, 2008; OLIVEIRA, 2007).
For some consumers, shopping is a way to relieve loneliness, dispel boredom, and provide a sense
of escape and fantasy and even lessen depression. Some people see shopping, as a sport or game
and the others perceive them as boring or fun (MAGALHÃES, 2009; ALFINITO; TORRES, 2010).
According Francischelli (2009), quoting Rosenberg (1977), the theoretical model for the process of
purchase decision begins when the consumer is presented as an information processor, receiving
stimuli portrayed as needs, desires, motives, family and culture, generating responses related to
attitudes, perception, personality, and social class.
According to Blackwell, Miniard and Engel (2009), the purchase step is quite complex, because the
consumer performs various analyzes for decision-making, related by the authors, how to buy or not
to buy, when to buy, what to buy, where to buy and how pay.
According to Prado (2008) and Santos et al. (2008), both quoting the model of Blackwell, Miniard
and Engel (2009), the process of purchase decision lists seven stages:
 Recognition of need.
 Searching for information.
 Evaluation of alternative pre-purchase.
 Purchase.
 Consumption.
 Evaluation post-consumer.
 Dispose.
Figure 1 represents the conceptual model of Hawkins, Best and Coney (1997) to understand the
process of consumer behavior. This research focused on the purchase decision process, namely, on
the right of Figure 1.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
These processes, in practice, are not as well structured, as highlighted in Figure 1, because
consumer behavior is complex, disorganized, unconscious and not linear.
Source: HAWKINS, D. I.; BEST, R. J.; CONEY, K. A. Consumer behavior – Implications for marketing strategy.
Chicago: Irwin, 1997:27.
FIGURE 1
Consumer Behavior.
To cite only the external influences, the theme of cultural values is so comprehensive that includes
values from facing each other to oriented values to yourself (BLACKWELL; MINIARD; ENGEL,
2009).
According to Furtado and Franco (2011), the process of purchase decision is linked to consumer
behavior process. People make decisions to achieve goals and choices, although routine, are
influenced by aspects and individual characteristics. For example, reference groups and family
influence decisions in the purchase decision process.
The purchase decision undergoes influential attributes that are divided into three families: the
product characteristics, product as a means of expression and extrinsic aspects of the product. These
aspects are perceived when comparing alternatives offered by the market with consumer desires,
values, lifestyle, motivation, knowledge and experience, and may be supported by aspects like
beauty, value, appearance and performance (SANTOS et al. 2008).
According to Schroeder (2009), there are some predominant features that are used in caring for lowincome women when the services are targeted to beauty products and cosmetics. The author
highlights the brand as one of those characteristics appreciated by women from the base of the
pyramid. Another factor is the place of purchase of the service, associating that location with the
facilities in service, quick lending, little bureaucracy and discrimination of any kind.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 167-185, October, 2013 – www.revistapmkt.com.br
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
There are similar proposals of service strategies for the attendance of low-income women
(NOGAMI; VIEIRA; MEDEIROS, 2012; SCHROEDER, 2009) as:
 Product Features (cheaper products projects, family size packaging, secondary brands).
 Pricing (longer financing, renting instead of buying, and lower bureaucracy in granting credit).
 Distribution channels (door-to-door, low cost retail channels, and micro-retail).
 Communications (simple and straightforward instructions, avoiding technical language,
consumer education, pictorial presentation of product information).
The perceived value by the customer is in the benefits provided by the company, with its variety,
quality of services, good service and good communication. Therefore, the perceived value is equal
to the cost/benefit ratio more the shopping experience. Thus, as they are the best service and best
shopping experience will be the benefits. Costs will be assessed when not represent a barrier to lowincome client at the time of payment of the service consumed.
6. PERSONAL SERVICES MARKETING AND NOT ONLY SERVICES
After a detailed discussion about the statistical data to highlight the importance of the service sector
in the economic, manuals attempt to conceptualize services, and generally, this discussion revolves
around issues such as value and tangibility.
The central idea of the services marketing concept of Lovelock and Wirtz (2006) is in receipt of a
desired outcome, mediated by economic activities that usually obtaining the result does not involve
the ownership of physical elements. The definition of Gronroos (2009) follows the same approach,
highlighting the character problem solving by the system (employees, assets and resources)
employed by the supplier.
The economic activities are central to the concept of marketing, the desired results depending on the
requirements, then leaving the question of ownership or presence of physical elements. That is, the
discussion about the intangibility of services and the common difficulty in classifying activities
involving services and products is also recurrent element in marketing manuals and marketing
services.
There are many examples in marketing manuals that serve to illustrate the discussion that there are
services that are offered as a supplement value to tangible products sold. However, this is a
discussion that tends to be overcome, given the increasing participation of association services to
products and vice versa.
Vargo and Lusch (2004), in a seminal article, support the idea that the emergence of services
marketing works in the 1980s was an evolution of knowledge commendable marketing. However,
the trend of fusion products and services to offer unique value ends up making such unnecessary
separation, since the authors argue that, ultimately, any product is a source of supply of services.
Despite the severe consequences of Vargo and Lusch article (2004), there is still a large publication
of scientific papers investigating the unique characteristics of services marketing. Even in the
services marketing literature there are some trends that perceive differences in the types of services.
Lovelock and Wirtz (2006) realize personal services as something with characteristics different
from ordinary services, since personal services interact with the person's body.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
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Miller and Foust (2003), in an empirical study to classify the consumer perception as to the
tangibility/intangibility of services, concluded that dental and hair care services are perceived as
highly tangible. How Turri (2009) observes, the services of beauty salons in Brazil are classified as
personal services, and much of their activity is concentrated in small establishments, despite the
emergence in recent years of some franchise chains as Jacques Janine, Jean Louis David e Werner
Coiffure. Lovelock (1983) attempts to clarify the differences between the types of services,
analyzing some important to the process of service delivery factors, as shown in Charts 1 and 2.
CHART 1
Understanding the nature of the act of service.
NATURE OF THE
ACT OF SERVICE?
Tangible actions

Intangible actions

PERSONS
THINGS
Services focused on the body
Health services
Transport of persons
Beauty salons
Restaurants
Academies
Services focused on the mind
Education
Museums
Information Services
Cinemas
Services targeted to products and
physical things
Industrial equipment
Laundry
Veterinary care
Services targeted to intangible assets
Banking
Lawyers
Accounting

Source: LOVELOCK, C. H. Classifying Services to Gain Strategic Marketing Insights. Academic Journal. Summer 83,
v. 47, Issue 3, 1983:12.
The biggest highlight of Chart 2 is the separation of actions that affect the person about their body
and mind, which is relevant when thinking about personal service. Another important issue
concerns the level of personalized service and the level of influence of personal contact
professional.
One can not ignore the academic production on services and their particular issues, but also can not
ignore the movement proposed by Vargo and Lusch (2004), given the convergence of products and
services.
CHART 2
Customization and evaluation of service delivery.
SCOPE OF CUSTOMIZATION SERVICES
LEVEL OF CUSTOMER
INFLUENCE GIVEN THE
PERSONAL CONTACT

High



Low


High
Education
Beauty Salons
Architeture
Phone Services
Banking
Restaurants
Loe


Health Insurance



Public Transportation
Cinemas
Restaurante fastfood
Source: LOVELOCK, C. H. Classifying Services to Gain Strategic Marketing Insights. Academic Journal. Summer 83,
v. 47, Issue 3, 1983:15.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
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How Turri (2009) observes, services performed in salons are personal services, but are also highly
associated with beauty products, a large part of their procedures.
7. METHODOLOGY
Recent studies highlight that the exploratory qualitative research, are still the most common,
because there is little information on this topic - low income - in academia (BASSO et al. 2010;
FONTES; BORELLI; CASOTTI, 2010). Pacagnan and Nogami (2011), in bibliometric study of all
articles published in the National Association of Graduate Administration Meeting (ENANPAD)
and Marketing Association Meeting (EMA) by 2010, found that the majority of the 40 articles on
low income used a qualitative approach.
This study used a qualitative approach and used as a means of primary data collection, in-depth
interviews with a semi-structured script.
This is the appropriate tool, because respondents are free to answer open questions. One can study
topics and broader contexts and discover details of the dialogue participants (FLICK, 2009).
The orientation for the construction and use of the script followed the guidance of Flick (2009) and
considered as a reference for structuring the questions the model of Hawkins, Best and Coney
(1997):
 Recognition of the problem.
 Search for information.
 Evaluation and selection of alternatives.
 Consumption.
 Post-purchase processes.
Thus, the script considered each item of the model and created a block of questions that covered
each of these items.
Beauty salons, where interviews were conducted, were located in areas of predominantly lowincome population and were chosen by convenience. The people surveyed were selected by
convenience, on visits to the salon and were interviewed in the waiting room of the establishment.
The interviews were conducted by one of the authors of this article (Maceió), as part of research for
making his dissertation and a research assistant (Salvador). We opted for this procedure as quality
control of the qualitative research, is the locus of triangulation of research and different interviewers
as guides Flick (2009).
The interviews were conducted between the months of December 2012 and January 2013, in the
cities of Salvador and Maceio. The age of the interviewees ranged from 19 to 55. The participants
completed the questionnaire Criterion Brazil previously and confirmed that belonged to classes C or
D (class E was excluded from the study because their small amount of income to allow only their
livelihood), and answered interviews. After acceptance of the conditions of research, all interviews
were recorded and later transcribed and analyzed.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
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The researches conducted 12 interviews in Maceio and 14 in Salvador. The number of interviews
were oriented according to the concept of saturation. That is, the sample size is set when the
information obtained does not add new information.
According to Bauer and Gaskell (2002), the amount is not the main point for determining the
sample size within an exploratory/qualitative but access to new information or deepening of the
same research. A number around of 15 interviews have been satisfactory (DUARTE, 2002;
FONTES; BORELLI; CASOTTI, 2010).
The results of the interviews were analyzed using content analysis method with the aid of Atlas ti
software, 6.2 version.
According to Flick (2009), content analysis is one of the classical procedures for the analysis of
text, written or image material, using categories that are derived from theoretical models.
In this case, a procedure was used for analyzing the content according to Bardin (2011), which is
divided into four steps:
1. Material definition and interviews selection or parts thereof, which are important in the solution
of the research, question.
2. Analysis of how the collection happened.
3. Formal Categorization of the material, i.e., the material was recorded, writing or both.
4. Data analysis, which are also divided into three techniques:
 Synthesis of content analysis.
 Explanatory content analysis.
 Structured Content Analysis.
The categories of data analysis followed the reference model of decision making of Hawkins, Best e
Coney (1997).
8. ANALYSIS OF FINDINGS
A matrix of implication was produced after the transcripts of the conducted interviews. This matrix
was composed from the analysis of the interviewees talks. The definition of a cutoff is necessary to
set a minimum amount of times that direct relations are present in the implication matrix. The
decision of the optimum cutoff passes through the calculation if at least two thirds of all consider
the relationships represented in the implication matrix (LIVRAMENTO, 2010).
For Maceio were identified 16 terms most frequently cited in the interviews, and 175 direct links,
and of those, the cutoff was 8, as shown in Figure 2.
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
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Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
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Source: Research data (software Atlas ti. 6.2).
FIGURE 2
Most cited categories – Maceió/AL.
By the comparative analysis of the data from the two cities surveyed, It is possible to realize the
importance of issues such as feeling good, personal achievement and socialization for decisions
related to the consumption of hair care services. That is, the motivation goes beyond being
"beautiful" and progresses within the very concept of identity.
It also became evident that low-income women consider issues such as price, an important
component of decision-making, however, still weigh other attributes such as quick service, site
appearance, cleanliness and safety. For Salvador were identified 16 terms most frequently cited in
the interviews, with 199 direct connections and of those, the cutoff was 7, as shown in Figure 3.
Source: Research data (software Atlas ti. 6.2).
FIGURE 3
Most cited categories – Salvador/BA.
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Chart 3 presents the main commonalities of research findings related to the phases of the decision
process and has been developed through a synthesis of the most mentioned terms and categories
with the highest number of occurrences.
CHART 3
Mapping of the decision process.
DECISION PROCESS
Recognition of the problem
POINTS IN COMMON
Need for social recognition (recognition, self-esteem and tenure)
Information search
Own experiences
Information from relatives and friends
Indication of professionals (hairdressers)
Known brands
Price
Quality customer service
Training of professionals
Internal structure of the physical facilities
Results achieved
Quality of services
Results achieved
Improved physical appearance
Reviews of alternatives and selection
Consumption
Post-consumer processes

Source: Research data.
Can be observed by analyzing some interviewees talks, the need for social recognition is central to
the recognition of the problem.
Look nice for myself and others. In women the hair gives life. You become more beautiful. More woman.
Beautiful. Pleased. Marvelous and beautiful. Like the artists of the novel. (INTERVIEW 1).
To feel better. (INTERVIEW 3).
To feel more beautiful, more desirable, younger. (INTERVIEW 12).
Importantly, the findings of this research are highly aligned to the findings obtained in other recent
research efforts primarily on the observations that low-income consumers are concerned to maintain
high self-esteem at the expense of prejudice that the lower classes suffer as the findings of Nagle
and Barki (2012).
The findings of Fustaino and Yamamoto (2009) are also related, when portray that low-income
consumers have a low self-esteem and, therefore, seek in hair treatment results that will directly
affect their self-esteem and personal and professional fulfillment. This statement follows the same
direction of Deliverance (2010), reports that when the self-esteem of women is related to the
feelings of feeling good, beautiful and desired and having social recognition of her friends, relatives
and coworkers.
Regarding the search for information, the interviewees prioritize information from friends, family,
but also professionals and previous experiences.
I go as a nominee. (INTERVIEW 2).
First, who has already been treated in that hall. Products that can be used. (INTERVIEW 6).
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Relatives also, but mainly professional. (INTERVIEW 7).
Always with acquaintances, friends and girlfriends. Usually in the neighborhood where I live.
(INTERVIEW 11).
The interviewees when they seek hair care services take its decision based on information from
relatives, friends, neighbors and the experience gained over time.
That information is aligned with the findings of Issa Jr. (2004) which highlights the influence of
relatives and friends in obtaining information and decision.
The following item, evaluation and selection of alternatives, has a larger set of variables mentioned.
The quality of the used products, services and brands are among the main factors cited.
Work with good products. The care. The appearance of the site. (INTERVIEW 1).
I do not buy a product just because it was released on television. It is the care (INTERVIEW 2).
Customer/variety/different forms of payment. Differentiated service and speed. Do not wait.
(INTERVIEW 5).
Good condition for payment. Trained professionals. (INTERVIEW 10).
Products and brands that the hairdresser uses, since I know some brands of cosmetics. (INTERVIEW 11).
Regarding the evaluation and selection of alternatives, the women interviewed, they consume the
services, also consume products, preferably of known brands. This happens for two reasons: first
because they are motivated by little purchasing power, and second, to prevent financial loss and
error. These findings follow the direction of Livramento, Hor-Meyll and Pessoa (2011), when they
relate to buying branded products with the need for women to avoid wasting money and the feeling
of being socially valued.
It was evident in many reports that the physical environment of beauty shop, cleanliness and
hygiene are important aspects for consumption decision. These findings are aligned to Barki (2005),
which states that low-income customers perceive the quality of a product or service because of the
good physical appearance of the facility.
The statements related to the following elements of the process (consumer and post-consumer)
really emphasize the issue the result achieved which is related to the impact caused by the social
circle.
The care, quality and desired result. The idea to get out of there pretty. Look nice for myself and others.
(INTERVIEW 1).
I follow all the steps. Will put formalin? How many percent...? (INTERVIEW 2).
A nicely done hair. (INTERVIEW 3).
The quality of service offered. (INTERVIEW 6).
When treatment is durable. (INTERVIEW 10).
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If it was not the way I wanted I'm not going back. I do not usually give a second chance. (INTERVIEW
12).
Finally, satisfaction is directly linked to results. In interviews, women perceive these results in two
ways, first when evaluating the results by previous experiences, and second, for the duration of the
effects promised by hairdresser after service performed. This view finds a parallel with the findings
of Oliveira (2007).
9. FINAL CONSIDERATIONS
The study of the consume behavior of low-income can be still considered an emerging research
topic for academia. There is a great need to increase knowledge of consumer behavior and needs of
the extracts of the population considered low income, especially given the growth of this population
in terms of participation in the consumption of products and services.
This study aimed to explore the decision-making process and consumption of hair care services for
low-income women. The collected data reveal issues already identified in numerous studies as the
issue of self-esteem. Although the effects of hair care services are not only limited to affect the selfesteem of the low-income population, apparently its effect seems to be of greater relevance.
There are issues related to the predominant type of hair in the population, which is the curly hair,
and the standards of beauty in vogue. Although not directly addressed in speeches, much of
capillaries services focus on straightening the hair, including the use of banned chemicals like
formaldehyde highlighted by one of the interviewees. They are issues of great sensitivity, but lack
of deeper investigation, as developed by Bouzon (2004; 2010) that, through ethnographic studies in
salons, highlights the codes of behavior and rules of aesthetic presentation. Such rules coerce,
constrain, and disqualify some aesthetic representations, but otherwise value others.
Among the elements highlighted in studies of Bouzon (2004; 2010) there is the approach to the
perception of what hair is good and what hair is bad. Although controversial and sensitive issues
such can be better investigated in new research efforts.
All other elements of the decision process brought some information that are aligned with other
studies. However, there is an emphasis on joint evaluation of professional and products used in the
evaluation and selection of alternatives. Apparently, some professionals are able, for their
recognition, to use products not as recognized by the consumer as well as the use of recognized
brands influences the choice of professionals.
Regarding the limitations of this study, they are mainly focused on the possibility of extrapolating
the results, since this was an exploratory and qualitative research, using non-representative samples.
Another important limitation resides in the decision-making model. The model chosen was the
rational model present in most manuals of consumer behavior and used in studies of general
services marketing. Turri (2009), in his research work, studies suggest for personal service
marketing, the use of progression-choice model proposed originally by Howard and Sheth (1969).
A final limitation concerns the comparison to other services consumed by low income who are not
classified as a personal service. In other words, observations produced here refer to a category of
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personal services, whose action in the body is considered high, as Lovelock (1983) model and also
discussed by Turri (2009).
Although the research objectives have been achieved, the restriction hair to treatment left out many
other services performed in salons, such as manicure, pedicure, waxing, body massage, progressive
brush, applying hair extensions among others that can be investigated in new research efforts.
It is suggested for future studies, the use of quantitative research using the survey (survey) method,
with the objective of verifying the results of subjective and complex nature of qualitative research
raised here.
Another line of work is to explore the rest of the items proposed by Hawkins, Best and Coney
(1997) model. It was also suggested studies in salons related to marks used to know to what extent
low-income women know the products they use and their actual usefulness as well as the use of
ethnographic methods to investigate this relationship and product use.
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