Master's – Older women’s perceptions of clothing consumption

Beatriz Vital Moreira 

Master's – Older women’s perceptions of clothing consumption

Advisor: Prof. Dr. Andrés Rodriguez Veloso

Comission: Profs. Drs. Kavita Miadaira Hamza, Sofia Batista Ferraz and Rafaela Almeida Cordeiro

Link YouTube: https://youtu.be/SUEaoI4r_kI

ABSTRACT*

One of the largest global challenges is the aging of the population and in Brazil; the issue will be more significant since it is one of the countries with the most accelerated population aging in the world. Due to the longer life expectancy, women are the majority in the older population, which increases the importance the women among this public. Elderly women do not usually identify themselves with products aimed at older people and do not want to use products that do not represent them, leaving them frustrated regard the consumer experience. This happens mainly to clothing items, where research reports that elderly women do not usually find items that meet their needs and desire for comfort, fit, and size. In this sense, through a qualitative research approach, the study sought to understand the perceptions of elderly women concerning the consumption of clothes and fashion items. There were 24 in-depth interviews and 12 participant observations accompanying the elderly women at the time of shopping. As a result, the researcher created a concept map to help marketing managers to develop efficient products and strategies to meet the needs and expectations of this target group.

*Abstract provided by the author