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Timestamp: 2019-04-25 10:16:40+00:00

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This work “A comparative overview of leisure time and third age people in AB and CD social classes in São Paulo: a study on habits, attitudes and psychographic profile” is the result of researches conducted by the authors with individuals over 60 years old since 2005. The details on methodology and statistics techniques used in this study are presented in the appendix. The book is organized in two chapters: “how aged people in AB and CD social classes in São Paulo define themselves and how they live” and “what they are doing in their free time”. It also presents brief theoretical references at the beginning of each chapter, which are followed by analyses of the results. This study differentiates from the others for presenting both descriptions and comparisons of habits and attitudes as well as psychographic profiles of third age people in AB and CD social-economic classes in São Paulo. When describing psychographic segments for third age people, it is offered to academic or marketing professionals interested in the subject ways of maximizing their strategies or improving their communication with this public.
I am thankful forthe encouragement of friends and colleagues and dedicate it to my family .
towards medicine purchase and popular social classes.
This book presents a comprehensive analysis of the older segment of the Brazilian population.
have as a reference guide.
result of researches conducted by the authors with individuals over 60 years old since 2005.
followed by analyses of the results.
The forecasts indicate that life expectancy of Brazilian 2009).
increase more and more, changing the Brazilian demographic data.
population in 1996 and 30.5% in 2006.
elderly people in 2006 and 23.5% ten years before that.
over 60 in 1996 and 13.2% in 2006.
Janeiro, with 2.1 million each. In Rio de Janeiro, the proportion of the elderly exceeded 14%.
(O ESTADO DE S.PAULO, 2006).
years old in 2050, basically the current level of Japan (81.6 years old), the first in rank.
between 2045 and 2050. (IBGE, 2005).
facility and for being part of the vocabulary of the media and agencies.
• self-concept maintenance and improvement constitute a self and possible self.
• Actual self. How a person really perceives himself or herself.
• Social self. How a person thinks others perceive him or her.
• Ideal social self. How a person would like others to perceive him or her.
• Expected self. A self-image situated somewhere in between the actual and the ideal selves.
• Situational self. A person´s self-concept in a specific situation.
which results are presented as follows.
Leisure Age Age of feelings actively and leisure time.
Source: Table. Factor Analysis attached.
to be perceived) at the same time.
“Situational selves” and “Social self”.
There is a common idea that it is a maturity phase during which body changes happen.
integration, active old age, new youth and leisure age.
New youth Incapacity others perceive him or her.
limitations and outcome in life.
Incapacity Time to rest one shows to others.
what old age means to others.
Resting phase and idleness Accomodation phase would like to become).
agreed the most were senior citizen (89%), body changes (88%), self-percetion.
risks in order to have new experiences.
indicator of quality of life, even though this subject is not part of this study.
because of the facility in obtaining a mortgage.
claimed to live by temselves.
classes who claim not to be married.
to be atheists (2% and 5% respectively).
Middle-West of Brazil is 39% in CD classes compared to 21% in AB classes.
Clusters are described in the following table.
(31% of sample percentage of group; the average education wisdom”.
(22% of sample percentage of between 60-65 up to 3 education and they are very dependent on their family.
(31% of sample women income in widow(er)s middle and each and every moment of my life”.
World Health Organization (WHO) as follows: not only the AB social classes.
health care insurance (PNAD SAÚDE, 2003).
regarding health care services can be identified.
once a semestre or every two months.
were also analyzed taking into consideration the precariousness of Brazil´s health care system.
compared to 36% of those in CD social classes.
health is regular, a number which is higher than the one among individuals in AB social classes.
in AB classes and 5% in CD classes.
as well as articles released in the media are more appreciated by people in lower social classes.
little is known about this phenomenom in terms of people´s behavior, desires and needs.
physiological changes at late age and incapacity to perform routine activities by themselves.
are relevant and compromise the aged people´s health status.
consumption rate of essential foods for aged people (RUGA, 2003).
that both variants weight self-classification and health self-assessement are associated.
people´s awareness on the importance of having a healthy diet.
significant difference: 14% in CD classes and 2% in AB classes. observed.
their weight is below or well below average is 8% compared to 2% of those in AB classes.
vitamins or supplements, no differences were identified.
well as the individual´s quality of life (PENTEADO, 2003).
unknown to more than half of interviewees in CD social classes (55%).
recommended by the World Health Organization for elderly people (1500 calories).
calories a day compared to 15% of those in CD.
programs for elderly people in these social classes constitutes a vast area to be explored.
contribution towards typology, which differentiates third age people´s eating habits.
because reveals an area to be explored despite aged people´s resistance to the use of cards.
associated with finances in AB and CD social classes.
who have public health insurace (SUS) only.
6. Cautious (17% of sample CD), which description is presented in the following table.
social classes in São Paulo spend their free time.
(1993); both articles focus on the economic aspect.
well as influenced and still influences many studies on the topic.
or improve general knowledge, increase social interaction or creative capacity.
The concepts of leisure, idleness and free time have been used interchangeably (2006).
volunteer work at will (BONATO, 2006).
changes in it (LEMOS, 2005).
highlight that leisure is not idleness.
similar in both social classes: 30% in AB and 29% in CD.
affinity for TV, which is considered the main source of information and entertainment.
partially, TV would be a way of meeting aged people´s psychosocial and affective needs.
study between AB and CD social classes as recommended by the authors mencioned above.
Table 28: Comparative study according to Formiga, Ayrosa, Dias´s adaptation (2005).
having an abstraction of daily life, especially in CD social classes.
alternatives, money and intelectual resources (LEMOS, 2005).
industry of culture, consumption, etc; they are possibilities of satisfying people´s desires.
each individual differently (LEMOS, 2005).
regarding level of leisure activities done in each group.
consequence, one must be careful when using the general term.
9% in AB classes listen to the radio in the afternoon compared to 34% of those in CD classes.
watching religious programs, variety shows and country music shows.
CD classes, but it is worth mentioning the importance of neighborhood newspapers.
and palliative behavior such as watching TV (ACOSTA-ORZUELA, 2001).
second sector (aiming at profit).
be really thin and the study of volunteering may be conducted in a multidisciplinary approach.
they benefit from it. Altruism is usually the main reason along with willingness to help others.
view into account, the main reason seems to be associated with image promotion.
interviewees in AB social classes and 6% in CD social classes).
compared to 55% in CD) and making use of free time itself (2% in AB against 12% in CD).
all the topics related to voluntary work.
dreams and mainly promote local sustainable development.
achievement is based on new discoveries (CAVALCANTI, 2006).
amount of discretionary money (PETERSON, 2007).
(1998), Araújo (2001), Garcia (2001), Beni (2002) , Felice (2002).
78% of those who rarely or never travel.
and CD social classes are social (see relatives/friends again, meet people, make friends).
Reasons associated with leisure itself are secondary.
AB social classes compared to 4 in CD social classes.
AB classes appreciate third age group tours more.
and their favorite destination is the countryside.
(newspapers and magazines) and TV are the most important sources of information.
AB classes and bus for those in CD classes.
CD classes (especially the assertations in which the percentage is equal to or over 20).
Third age tourists don´t have work schedules 31 53 surrounded by strangers.
places with good facilities (e.g. escalator).
Internet use, frequency of Internet use and attitude towards technology in general.
(163.3 million) and Japan (60 million).
spend three times more time on-line than watching TV (DELOITTE, 2009).
according to Ibope Nielsen (2009).
tendency; in the United States alone 90% of the elderly access the Internet on regular basis.
have been playing an important role in the life of these potentially attractive people.
and another one of individuals uninterested in the Internet.
have been playing an important role in the life of these “cybersenior” (FARIAS, 2004).
words such as old age, old, elderly, third age are being used in many studies interchangeably.
TEIXEIRA, 2004; SANTOS, M, 1999; PINTO, 1997).
prevent being dependent and increase their chances for subsistence and social inclusion.
and accessing services related to price research, classifieds and auctions.
which comprises cognitive, biological and affective variants among others.
able of using the computer.
future determination to use the computer.
things they might be interested in.
automation of tasks, which affects the elderly population due to changes in work routines.
results are presented as follows.
classes) and use own computer (21% of people in AB and 7% in CD respectively).
surf the Internet up to one hour a day.
claim to never use the Internet compared to more than 70% in CD classes.
difficulties with or fear of computers.
social classes have more difficulties in dealing with technological advances.
computer (21% in AB and 7% in CD respectively).
access time is 3.4 hours in AB classes and 1.5 hours in CD classes.
gadgets yet do not use the Internet.
present the lowest average regarding caution.
according to people´s attitudes may be associated with future aged people´s behavior patterns.
and meet the needs of this diverse public.
Managing all variants envolved in a study of the third age is a very complex process.
mention the chance to offer products and services more appropriate to this public.
and for this reason one must be careful when using this generical term.
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to be used as an instrument to classify the population according to people´s purchasing power.
necessary to perform the multivariate analysis which is 150 cases (MALHORTA, 2001).
81.6 aged men (IBGE, 2005).
female population, whose percentage went from 9.3% to 9.8% (IBGE, 2005).
portrayal of the elderly population, including a brief socioeconomic profile.
words, the percentage of aged people has increased 2.7 times more than the total population.
of women and 3.37% of men. For each 100 men over 60 years old there are 140 aged women.
were selected: Jardins, Vila Mariana, Moema, Tatuapé, Paraíso, Pinheiros and Vila Madalena.
and attitudes regarding leisure time and third age people.
obtained from the application of multivariate analysis techniques previously mentioned.
AB social classes and 700 interviews carried out with aged people in CD classes.
loadings are used according to Varimax method (HAIR Jr. et al, 2006).
(HAIR JR. et al, 2006).
According to MALHOTRA (2001), cluster analysis is an interdependency technique.
grouped through a process that is repeated until a dendogram is established.
differences in the descriptive analysis.
behavior may become obsolete very fast.
played an important role when defining the number of conglomerates (MALHOTRA, 2001).
found was 0.877, indicating that factor analysis is appropriate.
(how a person would like to perceive himself or herself).
aware of themselves, their incapacity and uselessness and fell abandoned or isolated.
entitled to a deserved rest or with “possible self” (what a person would like to become).
process of interiorization among people over 60 years old.
third age people in AB social classes.
refers to the Self showed to others.
perception of own body is an important attribute.
Alfa coeficient (0.626); Go to churches (0.833), Pray (0.668).
comprises different segments regarding leisure activities.
leisure activities was performed and five third age groups were identified.

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