CONSUMER CREDIT AND ITS HARMS AND BENEFITS FOR SOCIETY: AN INTERPRETATIVE STUDY FROM THE PERSPECTIVE OF THE ELDERLY AS CONSUMERS
Published date: 28/02/2019
Consumer credit is a topic that has interested international researchers, although there is still plenty of room for discussion about its relationships in the national context and from the perspective of Marketing and Society. This article aims to understand the consumer credit among the elderly, pointing, among other factors, the benefits and/or losses of this relationship. Methodologically, we chose a qualitative work - individual in-depth interviews with twelve elderly people (seventy-three hours of video and 1,396 pages of transcription). The data were interpreted through Content Analysis, forming three categories: financial and life independence, the elderly and their relations with financial services, and divergences in the narratives of the participants - which points to groups of elderly people according to how they consume credit. As results and contributions, and unlike most of the previous work, what is noticed is that credit assumes a particular symbolic dimension in this phase of life, while questioning the practices of some organizations that lead the elderly to consume the credit in an excessive way.