Comportamento de consumo dos jovens evangélicos no segmento da música: um estudo no interior do Estado do Rio de Janeiro

Abstract

The influence of the group of reference on the behavior of the evangelic consumer in the segment of music is the central subject of this dissertation, whose main objective is to know as the religious subculture and more specifically the groups of reference influence the behavior of the evangelic consumer. This work was carried through with 22 young, members of the Methodist church, the city of Três Rios and was structuralized from the analysis of the speech of the interviewed ones that they had evaluated as if they relate with the consumption of Cds. For accomplishment of this study, qualitative research was used, applying it technique of groups of focus. The stages had been followed of the following form: delimitation of the objectives, the preparation of the script of questions, the formation of the groups and the meetings with the interviewed ones, the organization of the data for proximity of ideas and the writing of the report. In general way, one perceives that the young evangelic consumers directly assume an only standard of consumption influenced for the subculture where they are inserted. The carried through research demonstrates the importance of the group of reference on the behavior of consumption of the interviewed young. The influence of the group reference does not only happen in the musical preference of the young, but in other areas interest and mainly in its style of life.