Multivariate Statistics and Typology: Consuming Aesthetic Services in Brazil

Multivariate Statistics and Typology: Consuming Aesthetic Services in Brazil

Thelma Lucchese

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Multivariate Statistics and Typology: Consuming Aesthetic Services in Brazil

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Abstract

The main goal of this study was to understand the ways in which a particular group perceives the body and the decisions for its modification through body aesthetics services. A total of 215 undergraduate students of a Brazilian public university were interviewed (Federal University of Mato Grosso do Sul). Open-ended questions made it possible to know the main representations of the female body, the ways of perceiving the body. Definitions of ugly body and beautiful body explained the group’s relationships with the size of their own bodies, the dilemmas regarding the current beauty standards, the difficulty in feeling satisfied, and the search for aesthetic services with the aim of transforming their social identity. The adoption of multivariate statistical techniques enabled the presentation of the proposed typology. The results of this study are intended to contribute to marketing studies, attributing significant importance to the consideration of the cultural dimension in studies on consumption behavior.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Thelma Lucchese. 2014. \u201cMultivariate Statistics and Typology: Consuming Aesthetic Services in Brazil\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E6).

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GJMBR Volume 14 Issue E6

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Consumer Behavior lexical analysis Marketing multivariate statistics social representations

Submission ReceivedDecember 16, 2013
Peer Review Double Blind
Handling Editor
Accepted January 4, 2014
Published January 15, 2014

Version of record

v1.2

Issue date

November 10, 2014

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Article Matrices

Total Score: 101

Country: Brazil

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Thelma Lucchese (PhD/Dr. count: 0)

View Count (all-time): 178

Total Views (Real + Logic): 4488

Total Downloads (simulated): 2271

Publish Date: 2014 11, Mon

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Total Views: 4488

Total Downloads: 2271

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