Descobrindo padrões de consumo dos jovens no Vale do Mamanguape: uma proposta para o uso inteligente e responsável do cartão de crédito

Abstract

This article analyzes the credit card market that has been expanding and obtaining large profits in Brazil in the last 10 years and has presented a large potential market when considering the number of inhabitants of the country and the number of credit card holders, as well as the diverse and new opportunities to have it not only as a creditor, but also as an investment factor. The objective is to understand the reality of this market in Brazil, raising indicators regarding the consumer profile and behavior, with theoretical support regarding the external influences of the environment and the determinants of consumer behavior, as well as investigating the knowledge of its consumers or future consumers, in using it as a form of investment. Therefore, in-depth interviews were also carried out to identify the advantages and disadvantages of using the card by cardholders and acceptance in commercial establishments. Through a case study applied at the Federal University of Paraiba, with young adult students from different courses taught there, in which the majority of respondents were students of the mathematics degree course, through a quantitative, objective questionnaire, with closed and semi-open questions, of an exploratory nature, aged between 21 and 23 years old, with a level of financial education that is mostly null or regular, with access to a credit card for the most part, however not for investment directly, but rather as power of purchase, mainly in access to credit to purchase products and services that they might not be able to purchase outright.