Hábitos de consumo : um olhar sobre o público geek

Abstract

The pop culture has gained prominence in the world of entertainment, mainly through the cinema. The concept of nerd, a pejorative term used to describe antisocial young, has been replaced by the term geek, much more comprehensive and less stereotyped, which was made with several people identifies with this lifestyle. Thus, the main objective of this investigation is to identify the consumption habits of the geek public in relation to the products most acquired by those who identify with a pop culture, in addition to perceiving how companies that operate or wish to enter in this niche market, developed its strategies to attract and serve customers. The chosen methods were field research and case study, with a quanti-quali approach, achieved through the application of a questionnaire among consumers of pop culture in Aracaju and region, having reached a total of 165 participants; and an interview with the managers of the companies Magic Land Brasil and Oxente Nerd Store, who worked in that segment in the same city. The treatment of the data took place through the interpretation of the obtained responses, confronting or affirming several theoretical scholars of the phenomenon that surrounds the public geek, the fields of marketing and business strategy. According to a questionnaire, the age group that covers most participants is 21 to 25 years old (36.4%) and the majority of the answers receiving monthly income up to 1 minimum wage (30.3%). The most popular items in the list of geek products are clothes/shoes (64.4%), followed by accessories with 59.5% of the responses applied. The most used information search engines by consumers are the Internet (YouTube®) (86.7%), followed by the Instagram social network (81.2%) and referrals from friends (49.7%). The surveyed companies prefer to advertise through Instagram, in addition to having the promotion promoted by person to person strategy.