Obsolescência programada: o comportamento do consumidor frente à nova geração de dispositivos de telefonia móvel
This study is an analysis of the phenomenon known as planned obsolescence and its relations with the mobile smartphone market, looking for features it from the perspective of business students who consume them. The consumption of smartphones has grown by leaps and bounds in recent years, a fact that is explained by the combination of several factors such as social pressure, need for interaction, status and more. Every day more ingrained in the culture of communication, with its numerous applications and intuitive usability, smartphones have not only become best sellers and desired, but also increasingly obsolete quickly, due to the succession that come to new market and therefore discarded. Widely used as part of the current marketing system, planned obsolescence is the limited life products to boost sales, which is limited by possible manufacturing techniques or marketing misrepresentations. Although such methods are known and discussed since the early twentieth century, this is an issue that remains current in view of the tendency of the phenomenon to generate minimally controversial effects, whereas in profit by search companies they risk becoming frowned front of consumers who feel harmed by the practice. The research method used, which consisted in conducting two focus groups that were used as the subject of discussion, the two brands with the highest penetration in the Brazilian market, Apple and Samsung and are in luxury and popular categories. Was subsequently performed a content analysis of the results obtained in both, allowing the achievement of certain goals. Given the responses of the participants was possible to establish for what reasons the choices of certain appliances, and even the disposal of so many is, taking into account its characteristics as whether or not luxury devices, durable, affordable or not. The study shows the use of obsolescence as a fundamental part for the mobile phone industry as it is proving today, focusing directly and indirectly on the devices, to force new purchases.
COMPORTAMENTO DO CONSUMIDOR, CONSUMISMO, OBSOLESCÊNCIA PROGRAMADA
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