The Clothing Consumer Profile in Paraná Coast (Brazil) in the Economy Resumption: The Post-Pandemic (Covid-19) ‘New Normal’

Authors

  • Adilson Anacleto Administration Department, Associate Professor, Professor from the Interdisciplinary Postgraduate Program - Society and Development – PPGSeD, Professor from Postgraduate Program in Coastal and Insular Environments - PALI. State University of Paraná, Paranaguá Campus, Paraná, Brazil
  • Allan Santos Greim dos Prazeres Administration Department, Scientific Initiation Researcher, State University of Paraná, Paranaguá, Brazil
  • Celine Mendes de Jesus Administration Department, Scientific Initiation Researcher, State University of Paraná, Paranaguá, Brazil
  • Luciane Scheuer Administration Department, Associate Professor
  • Silas Hallel Camilo Mendes Silas Hallel Camilo Mendes
  • Wendrews Vinicius Hassui Takassaki Administration Department, Scientific Initiation Researcher, State University of Paraná, Paranaguá, Brazil

Keywords:

Clothing, Commerce, quarantine, retail trade, social isolation, ; consumption in quarantine

Abstract

Aiming to support a better understanding of the clothing retail trade scenario after the crisis of the new coronavirus (SARS-CoV-2: COVID-19) and the recovery of the Brazilian economy, it is presented the result of a descriptive exploratory research applied from June to September 2021 with 118 consumers located in Paraná Coast, in the Southern region of Brazil. The results showed that consumers were on average 29.06 years old with an average household income of USD 798.12, with women having a small greater margin in relation to the purchase of clothes when compared to men. The purchase preference among the interviewees was still for physical stores (n=51.95%), and among the factors that had greater relevance, the purchase of bespoke products was highlighted, eliminating the time-consuming exchanges of online shopping, the convenience of proximity to their homes and the possibility of trying on the desired pieces. The factors that hindered purchases were the small diversity of models and sizes of clothing, and in particular the issue of the price, which is considered high and constitutes a restrictive factor to retail trade in the region, and in a general context, the retail trade in Paraná Coast cannot satisfactorily meet the customers’ wishes. Especially in this period of the economic recovery and the return to face-to-face work, after so many deaths of the Brazilian population, it is necessary to consider other influences, not only those originating from the marketing process, such as relationship marketing.

References

. J. H. R. Croda and L. P. Garcia, “Resposta imediata da Vigilância em Saúde à epidemia da COVID-19”.

Epidemiologia e Serviço de Saúde, vol. 29, no. 1, pp. eletrônica. 2020

. Who. Coronavirus disease (COVID-19) Pandemic. Available at: https://covid19.who.int/region/amro/country/br. Accessed august 30, 2021.

. S. Schneider, A. Cassol, A. Leonardi and M. D. M. Marinho, “Os efeitos da pandemia da Covid-19 sobre o agronegócio e a alimentação”. Estudos Avançados, vol. 34, pp. 167-188, 2020.

. A. Anacleto and A. S. G. Prazeres, “Novo coronavírus (covid-19) e a crise econômica: impactos nas pequenas empresas”. Revista Tecnologia e Sociedade, vol. 16, no. 43, pp. 169-175, 2020.

. A. Anacleto, L. Scheuer, A. K. Cury and L. R. D. A. D. Oliveira, “Flowers retail trade market: an application of Porter’s Strategic Taxonomy”. Ornamental Horticulture, vol. 26, pp. 236-243, 2020.

. O. Linovski, “Beyond aesthetics: assessing the value of strip mall retail”. Toronto Journal of Urban Design, vol. 17, no. 1, pp. 81-99, 2012.

. B. O. M. Júnior, “Produção e comércio de vestuário do Brasil, Nordeste e Ceará frente à Pandemia”. Caderno Setorial Etene. vol. 5, no.118, pp.1-9, 2021.

. Ibge. Rendimento familiar per capita: séries históricas e estatísticas. Available at: http://seriesestatisticas.ibge.gov.br/series.aspx?vcodigo=IU30&t=rendimento-familiar-capita. Accessed august 30, 2021

. Abit, “Associação Brasileira da Indústria Têxtil e de Confecção”. Revista IntegrAbit, vol. 1, no. 1, pp. 6-24, 2020.

. Abvtex. Relatório anual Associação do Varejo Têxtil Brasileiro. 2019 Available at: https://www.abvtex.org.br/relatorio2019/RelatorioABVTEX2019.php. Accessed august 30, 2021.

. R. M. L. Fujita and M. J. Jorente, “A Indústria Têxtil no Brasil: uma perspectiva histórica e cultural”. ModaPalavra e-periódico, vol. 15, pp. 153-174, 2015.

. A. C. R.; Costa, and E. R. P. Rocha, “Panorama da cadeia produtiva têxtil e de confecções e a questão da inovação”. BNDES Setorial, Relatório Técnico. vol. 29, pp. 159-202, 2009.

. Governo do Paraná. A força da indústria têxtil paranaense. Available at: https://g1.globo.com/pr/parana/especial-publicitario/governo-do-parana/feito-no-parana/noticia/2020/10/30/a-forca-da-industria-textil-paranaense.ghtml. Accessed august 30, 2021.

. Jucepar. Número de empresas abertas no Paraná cresce 9,8% no primeiro trimestre. Junta Comercial do Paraná. 2021. Available at: https://www.juntacomercial.pr.gov.br/Noticia/Numero-de-empresas-abertas-no-Parana-cresce-98-no-primeiro-trimestre#. Accessed august 30, 2021

. R. D. B. M. Soares, “Responsabilidade civil e COVID-19 no âmbito da cadeia produtiva: o exemplo da indústria têxtil e de confecção e os fashion contracts”. Revista IBERC, vol. 3, no. 2, pp. 61-70, 2020.

. IPEA - Instituto de Pesquisa Econômica Aplicada. 2021. Available at: https://www.ipea.gov.br/portal/. Accessed august 30, 2021

. G. A. Churchill Jr. and J. P. Peter, Marketing: Criando valor para os clientes. São Paulo: Saraiva, 2000.

. M. Cobra, Marketing essencial: conceitos, estratégias e controle. São Paulo: Atlas, 1986.

. L. N. P. C Oliveira, T. B. Reis, L. A. R. Manhães and M. A. D. C. S. Neto, “Modelo para investigação do novo normal do consumo provocado pela pandemia da covid-19: uma perspectiva do mercado de campos dos Goytacazes”. Perspectivas Online: Humanas & Sociais Aplicadas, vol. 11, n.o 32, pp. 17-18, 2021.

. Abep, Critério de Classificação Econômica Brasil. Available at:www.abep.org. Accessed august 30, 2021.

. A. Anacleto, R. R. B. Negrelle, F. L. Cuquel and D. Muraro, “Profile and behavior of flower consumer: subsidies for marketing actions”. Revista Ceres, vol. 64, pp. 557-566, 2017.

. O. Fachin, Fundamentos de metodologias. São Paulo: Saraiva Educação, 2006.

. N K. Malhotra, Marketing research: An applied orientation. Upper Saddle River, New Jersey: Pearson, 2010.

. G. Albaum, “The Likert scale revisited”. Market Research Society Journal. vol. 39, no. 2, pp. 1-21, 1997. [25]. A. P. F. Gorini, “Panorama do setor têxtil no Brasil e no mundo: reestruturação e perspectivas”. Relatório Técnico, BNDES, pp. 50, 2000.

. L. E. Boone and D. L. Kurtz, Marketing contemporâneo. 8 ed. São Paulo: LTC, 1995.

. J. F. Engel, R. D. Blackwell, and P. W. Miniard, Comportamento do consumidor. 8 ed. Rio de Janeiro: LTC 2000.

. A. L. Queiroz, Brasileiros estão entre os que mais gastam com roupas no mundo. O Estado de Minas – Economia. Available at: https://www.em.com.br/app/noticia/economia/2021/08/19/internas_economia,1297571/voce-sabia-brasileiros-estao-entre-os-que-mais-gastam-com-roupas-no-mundo.shtml. Accessed august 30, 2021.

. P. Kotler and K. Keller, K Marketing Management, Upper Saddle River, New Jersey: Prentice-Hall, 2012. 816p.

. C. Lovelock and L. Wright, Serviços: marketing e gestão. São Paulo: Saraiva, 2003.

. R. B. Alves and A. Anacleto, “Estudo comparativo, Arranjo produtivo de Palmáceas”. Revista Brasileira de Produtos Agroindustriais, vol. 20, pp. 39-48, 2018.

Downloads

Published

2022-01-08

How to Cite

Anacleto, A. ., Allan Santos Greim dos Prazeres, Celine Mendes de Jesus, Luciane Scheuer, Silas Hallel Camilo Mendes, & Wendrews Vinicius Hassui Takassaki. (2022). The Clothing Consumer Profile in Paraná Coast (Brazil) in the Economy Resumption: The Post-Pandemic (Covid-19) ‘New Normal’ . American Scientific Research Journal for Engineering, Technology, and Sciences, 85(1), 189–201. Retrieved from https://www.asrjetsjournal.org/index.php/American_Scientific_Journal/article/view/7211

Issue

Vol. 85 No. 1 (2022)

Section

Articles

License

Authors who submit papers with this journal agree to the following terms.