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Custom cars: meanings associated with consumption in the emerging medium class

Author: 
Tonny Kerley de Alencar Rodrigues and Raniele Cimara da Conceição Gomes
Subject Area: 
Social Sciences and Humanities
Abstract: 

Consumption is a phenomenon that allows people a symbolic experience replete with meanings. The understanding of this practice is not only related to the utilitarian value that the product can offer, on the contrary, there is a cultural dimension that governs consumption actions and the way consumers internalize the meanings of the products. In this research, the automobile assumes the role of study object because it is a product capable of receiving social and cultural projections that increase its symbolic value, in addition when it becomes personalized becomes synonymous with greater benefits. Therefore, this research aims to analyze the meanings associated with the practices of low-income consumers in the purchase of personalized cars. The interest in researching the people of the emerging middle class comes from the active participation that has been demonstrating in the consumption of goods and services in recent years. The results provide information relevant to the process of technological innovation in the production of custom cars, adapting the product to the customer's preferences for affordable prices and design. Finally in conclusion, the information provided may be relevant to the process of technological innovation in the production of customized cars, adapting the product according to customer preferences at an affordable cost. In this way, organizations must develop strategies in relation to the potential for redirection at affordable prices for the low-income consumers.

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