geracao-y

Soraya Lódola Moraes

Geração Y Quem são, onde estão e o que compram.

1ª edição

2

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    

    

    

    Moraes, Soraya Lódola Geração Y: Quem são, onde estão e o que compram / Soraya Lódola de Moraes – São Paulo: Clube dos autores, 2011. 110p. ISBN 978-85-912122-0-0 1. Geração Y. 2. Comportamento de consumo. 3. Redes Sociais.

Soraya Lódola de Moraes Rua Boicininga, 163 – Vila Santa Isabel – São Paulo, SP [email protected]

  

                                                                                                      

Prefácio                                                                                                                                                                            

                                                                                                                   

                                                                                                                                                             

                            

Sumário                           

                  

I. A Geração Y: características socioculturais Soraya Lodola Moraes | Janice Natera

Geração Y: Quem são, onde estão e o que compram

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                                     

 1.1 O que é geração?                                                                                                                   

 13

Soraya Lódola Moraes

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



                                    

                                        

 14

Geração Y: Quem são, onde estão e o que compram

1.2 Baby Boomers                                                                                                                                                                     

 15

Soraya Lódola Moraes

1.3 Geração X                                                                                                                                                                         16

Geração Y: Quem são, onde estão e o que compram

                 

1.4 Geração Y                                                                                                                                    

17

Soraya Lódola Moraes

 

         

          

          

                                                                                                     18

Geração Y: Quem são, onde estão e o que compram

Tecnologia, informação e comunicação                                                                                                                                                                             19

Soraya Lódola Moraes

                                                                                                                 

Família                             20

Geração Y: Quem são, onde estão e o que compram

                                                                         

Educação e aprendizagem                                                                 21

Soraya Lódola Moraes

                                                                                                                                      

Trabalho                 22

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                           23

Soraya Lódola Moraes

               

Entretenimento                                                

                                                                           

                                   24

Geração Y: Quem são, onde estão e o que compram

     

1.5 Geração Z                                                                                                                    25

Soraya Lódola Moraes

                               

26

II. O consumidor Soraya Lodola Moraes

Soraya Lódola Moraes

P

                                                                                                                                      

2.1 O consumo                           28

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                                   29

Soraya Lódola Moraes

                                                                                                   

2.2 O consumidor Y                                                           30

Geração Y: Quem são, onde estão e o que compram

                                                                                  

2.3 Gastam onde e com o quê?                                                                                                 31

Soraya Lódola Moraes

Despesa com produtos pessoais                                                                                                                         

Despesa com entretenimento                             

 32

Geração Y: Quem são, onde estão e o que compram

Despesa com produtos eletrônicos                                      

Despesas com estudos, casa, transporte, saúde e poupança                                                                         33

Soraya Lódola Moraes

                                                 

Classificação do processo de compra                                          

Compras rotineiras                                    34

Geração Y: Quem são, onde estão e o que compram

                                     

Compras por vaidade                                              

Compra por impulso                                                        

35

Soraya Lódola Moraes

                 

Compra por sugestão                                                                                         

Compra de alto envolvimento                              

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Geração Y: Quem são, onde estão e o que compram

O consumidor Y e as Informações complexas sobre produtos e serviços                                                                                                                 37

Soraya Lódola Moraes

        

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III. A Geração Y e as mídias: Integração Soraya Lodola Moraes | Márcia Dias

Soraya Lódola Moraes

O

                                                                                                                           

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Geração Y: Quem são, onde estão e o que compram

                                                                  

3.1 Jornal                                                                            41

Soraya Lódola Moraes

                                                                                                              

3.2 Rádio                                   42

Geração Y: Quem são, onde estão e o que compram

                                                                                                     

3.3 Televisão                                                                   43

Soraya Lódola Moraes

                                                                                                                                        

3.4 Internet                44

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                                   

45

Soraya Lódola Moraes

                                                                         

3.5 Celular                                                       46

Geração Y: Quem são, onde estão e o que compram

                                                                                                              

3.6 CD e DVD                                47

Soraya Lódola Moraes

                                                                                                  

3.7 Cinema                                                                           48

Geração Y: Quem são, onde estão e o que compram

3.8 Videogame                                                                                                                                              49

Soraya Lódola Moraes

 

3.9 Marketing viral                                                                                                                                                       

50

Geração Y: Quem são, onde estão e o que compram

51

IV. Redes sociais Soraya Lodola Moraes

Geração Y: Quem são, onde estão e o que compram

O

                                    

4.1 O significado das redes sociais                                                                                                                       53

Soraya Lódola Moraes

                           

4.2 As redes sociais e a Geração Y                                                                                                                         

54

Geração Y: Quem são, onde estão e o que compram

                                                                                                                              

Quais os motivos que levam a Geração Y a participar das redes sociais?                                       55

Soraya Lódola Moraes

                                                                                                                                                                                                               56

Geração Y: Quem são, onde estão e o que compram

                                                                                                                               

4.3 Comunicação da Geração Y através das redes sociais            57

Soraya Lódola Moraes

                                                                                                         

4.4 A Geração Y e a criação de memes                                        58

Geração Y: Quem são, onde estão e o que compram

                                                                                       

Fidelidade da cópia                                               59

Soraya Lódola Moraes

                             

Longevidade                 

Fecundidade             

As redes mais utilizadas para comunicação                      60

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                  

61

Soraya Lódola Moraes

                                                                                                                                                               

62

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                       

63

Soraya Lódola Moraes

                                          

Redes sociais criadas especificamente para a Geração Y                                                                                                         64

Geração Y: Quem são, onde estão e o que compram

                              

4.5 As redes sociais e as empresas                                                                                              65

Soraya Lódola Moraes

                                                                                                                      

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Geração Y: Quem são, onde estão e o que compram

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V. Compras pela Internet Soraya Lodola Moraes

  

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Geração Y: Quem são, onde estão e o que compram

A

                                                                                                                                       

5.1 Tipos de compradores                                   69

Soraya Lódola Moraes

                                                                                                                                          

5.2 O que compram?            70

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                       71

Soraya Lódola Moraes

                            

5.3 O processo de compra pela Internet                                                                                                                          72

Geração Y: Quem são, onde estão e o que compram

          

Facilidade e utilidade                                                                                                                                                                      73

Soraya Lódola Moraes

                                                                                                  

Confiança                                        

74

Geração Y: Quem são, onde estão e o que compram

                                                 

Interatividade                                                                        75

Soraya Lódola Moraes

  

5.4 Por que a Geração Y compra pela Internet?                    

Facilidade de informações                                                                                          

Variedade de informações         76

Geração Y: Quem são, onde estão e o que compram

                                            

Filtro de informações                 

Tempo                               

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Soraya Lódola Moraes

Distância geográfica                                              

5.5 Por que os membros da Geração Y ainda não compram pela Internet?                                                                                                            78

Geração Y: Quem são, onde estão e o que compram

Loja familiar                                                 

Segurança                                                                                      

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Soraya Lódola Moraes

Produto físico                                                                       

5.6 Loja física X Loja virtual                                                                                       80

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                        

81

Soraya Lódola Moraes

                                                                                    

5.7 O que esperam das lojas virtuais                                                          82

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                    83

Soraya Lódola Moraes

       

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VI. Hábitos alimentares: A preocupação por uma alimentação saudável Soraya Lodola Moraes

Soraya Lódola Moraes

H

                                                                                                                                                           

 86

Geração Y: Quem são, onde estão e o que compram

                        

6.1 Comportamento alimentar                                                                                                                                                 87

Soraya Lódola Moraes

             

A influência da família                                                                                                                                       88

Geração Y: Quem são, onde estão e o que compram

                        

A Influência dos amigos                                                                                                                                           89

Soraya Lódola Moraes

A influência da TV                                                                                                                     

6.2 Os hábitos alimentares da Geração Y               90

Geração Y: Quem são, onde estão e o que compram

                                                                                                                           

91

Soraya Lódola Moraes

                                                                                                     

6.3 Qualidade de vida                                             92

Geração Y: Quem são, onde estão e o que compram

                                                                                                        

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Soraya Lódola Moraes

                                                                                   

 94

Geração Y: Quem são, onde estão e o que compram



                                   

6.4 As dificuldades da alimentação saudável                        95

Soraya Lódola Moraes

                                                                                                          





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                                      

6.5 A preocupação na busca de alimentos mais saudáveis                 96

Geração Y: Quem são, onde estão e o que compram

                                                  

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97

Soraya Lódola Moraes

Referências bibliográficas                                                                                                                                     

98

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                                                  

99

Soraya Lódola Moraes

                                                                                                            

100

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                    101

Soraya Lódola Moraes

      

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                                                                                                   

102

Geração Y: Quem são, onde estão e o que compram

                                                                                                                  103

Soraya Lódola Moraes

                                                                                                                                              104

Geração Y: Quem são, onde estão e o que compram

                                                                                                                          

105

Soraya Lódola Moraes

                                                                                                                                    106

Geração Y: Quem são, onde estão e o que compram

                                                                                                                                            107

Soraya Lódola Moraes

                                                                                                                                          108

Geração Y: Quem são, onde estão e o que compram

                                                                

                                                                                            109

Soraya Lódola Moraes

                                                                                          

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