Limitações e recomendações para pesquisas futuras

No documento FUNDAÇÃO GETULIO VARGAS ESCOLA DE ADMINISTRAÇÃO DE EMPRESAS DE SÃO PAULO ANA CAROLINA NEVES ALVES (páginas 62-75)

4 Conclusões

4.3 Limitações e recomendações para pesquisas futuras

Conforme mencionado anteriormente, esse estudo utilizou como base uma pesquisa tipo survey com 241 respostas válidas. Os respondentes foram obtidos por conveniência:

conhecidos da autora e de assistentes de pesquisa responderam ao questionário e solicitaram que seus conhecidos respondessem também. Portanto, os resultados desse estudo possuem o viés relativo à sua amostra, que possui características específicas, como uma renda primordialmente alta, por exemplo. Nesse sentido, outros estudos com amostras de características diferentes podem produzir resultados distintos.

Adicionalmente, o estudo foi focado na categoria de cosméticos de cuidados com a pele do rosto e seus resultados não se aplicam a outras categorias de cosméticos, que podem sofrer influências diferentes dos atributos verdes e de tecnologia.

Também é importante considerar que o estudo foi conduzido durante a pandemia do COVID-19, que produziu um aumento das interações remotas, como videoconferências, por exemplo. Nesse sentido, no momento da realização desse estudo, pouco se sabia a respeito de possíveis impactos das novas rotinas associadas a pandemia sobre a relevância da aparência e o consumo de cosméticos, sendo possível que os resultados obtidos sejam influenciados por mudanças temporárias na valorização da aparência do rosto, na relação com a imagem facial e em outras variáveis desse estudo.

É interessante notar que essa pesquisa produziu resultados quantitativos, buscando relações entre algumas variáveis e o consumo de cosméticos para o rosto. Nesse sentido, foi possível determinar as relações de influência, porém, pela própria natureza desse tipo de estudo, não é possível explicar as razões de alguns resultados – que devem ser abordadas em estudos qualitativos – tais como:

1. Por que o uso de redes sociais influencia a imagem corporal de seus usuários, mas não influencia a imagem facial?

2. Quais as razões do uso de redes sociais produzir incrementos na relevância do rosto para a aparência?

3. Como o consumo mais intensivo de cosméticos para o rosto media a relação da relevância do rosto para a aparência e a disposição a pagar?

4. Quais as razões para a baixa presença de atributos verdes nos cosméticos avaliados para o rosto?

Esse estudo analisou a relação de atributos verdes e de tecnologia com a disposição a pagar, utilizando como referência os produtos já consumidos pelos participantes. Nesse sentido, há a necessidade de realizar novas pesquisas buscando entender a mesma disposição a pagar com a introdução de novos produtos na gama de produtos conhecidos pelo consumidor para

excluir a hipótese de que a baixa adesão a cosméticos verdes seja resultado de desconhecimento ou ausência de produtos verdes no mercado.

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No documento FUNDAÇÃO GETULIO VARGAS ESCOLA DE ADMINISTRAÇÃO DE EMPRESAS DE SÃO PAULO ANA CAROLINA NEVES ALVES (páginas 62-75)