This study sought to identify individual motives and values that could explain the purchase of beauty products (which would, under a first glimpse, to be considered as superfluous) by women who, in each consumer decision, experience intense pressure by the limited family budget. Some may even prefer to feed themselves poorly rather than forgo those items, which they consider very important for their daily lives. The means-end chain (GUTMAN, 1982), and Rokeach's (1973) and Floch's (1990) types of values constituted the conceptual basis for the study. Seventeen in-depth interviews were conducted with low-income women living in the city of Rio de Janeiro. Besides the laddering technique (REYNOLD; GUTMAN, 1988), the interviews were also interpreted by means of content and discourse analyses. Results provide evidence that, when buying beauty products, low-income women are primarily seeking to raise their self-esteem. Gaining the respect of higher social classes was the second most important value revealed: appearance seems to be a tool that low-income women use to reduce their perception of inferiority due to socio-economic disadvantage, also serving to diminish their perception of discrimination based on the fact of being poor. The interviewees displayed a high degree of conscientiousness with spending on beauty products, and declared to buy only what they could afford. Price seems to be a decisive factor, since the purchase of expensive products would unbalance the family budget, jeopardizing the satisfaction of basic needs. Perceived quality, however, also seems to be crucial, since once the product has been purchased, be it cheap or expensive, it must be fully utilized, given that repurchase would be prohibitive. Brand may be important, but only as a guarantee of quality, not as a guarantee of obtaining status. Results shed more light on some aspects related to consumer behaviors of social groups at the base of the pyramid, as values and motivations. It also offers contribution to the marketing mix planning for companies that intend to compete in the low-income market in Brazil.
Values and consumption; Low-income women; Beauty products; BOP consumption; Disadvantaged consumers
