As dimensões do consumo da nova classe média e a influência do capital cultural

Abstract

With so many changes in the economic scenario, emerges a New Class, denominated the New Middle Class. A very peculiar and heterogeneous class, it is composed of individuals already belonging to the middle class, as well as new entrants, who emerge from the lower classes. For being so heterogeneous, it is important to understand what the objective is of this new class, which detains an enormous purchasing power and is, consequently, capable of intensifying national economy. Many factors influence peoples’ purchase decisions and motivations. In this sense, this study aims at characterizing the consumption of the New Middle Class in the municipality of Lavras, Minas Gerais, Brazil, in the utilitarian, hedonic and symbolic dimensions, and analyzing the influence of cultural capital in each dimension. To develop this study, we performed 25 in-depth interviews which were transcribed and analyzed. The results allowed us to observe how the new middle class consumption takes place in each dimension and also how the level of cultural capital influences each dimension. It was possible to confirm the heterogeneity of this class and suggest several studies on this subject. This class showed peculiar characteristics such as fear regarding the future, which implies in the need to save money and believe that capacitation is a way to differentiate and keep them in this social position, thus becoming a sustainability measure. It was possible to observe a number of managerial implications as it became essential to understand this class that is so representative, and also create measures and strategies to serve this market niche. Implications for the academy can also be observed since the present study analyzed three levels of cultural capital (high, medium and low), which is an innovation in the academy, and we adapted the cultural capital measuring model of the measurement model used by Holt, including one more innovation.