Vestuário feminino: a importância e o valor percebido para universitárias de Governador Valadares/MG

Abstract

Clothes are essential to represent participation in groups or differentiation and imitation, through them it is possible to demonstrate personal style, belonging to certain groups or even the type of activity carried out in society. In this way, in addition to protecting the body, clothing helps in the composition of personal style. Through fashion, consumption mainly influences the female audience, which follows trends and is strongly influenced by changes in fashion, thus supporting the movement of the economy, generating income and jobs through the consumption of new pieces and trends. Furthermore, the value perceived by the customer is considered a determining factor in the purchase process, so that the benefits and sacrifices that the customer is willing to make to acquire a good or product are analyzed. Therefore, the objective was to describe the values that influence the purchase and consumption behavior of students for clothing. The research was limited to university students from the city of Governador Valadares/Minas Gerais due to convenience and investigated factors such as values: functional/instrumental, experiential/hedonic, symbolic/expressive and cost/sacrifice. The methodology was applied through a cross-sectional research with a quantitative-descriptive approach, which addressed university women from the city of Governador Valadares/Minas Gerais through a structured online questionnaire via Google Forms. As a result, the research highlighted aspects related to fashion that are important for consumers when purchasing a piece of clothing. In order to contribute to the management of new marketing strategies, in order to establish a satisfactory trade-offs, both for managers and for customers.