Abstract
Although marketing is related to a management perspective, this field of study have suffered changes in order to provide a better balance to the exchange system. The social marketing appears in this context as an important tool capable to correct these socials imbalances, in some cases, caused by the existence of harmful products and services to the consumer, as the alcohol and tobacco. The aim of this study was to evaluate behavioral and social conditions that lead people to smoke. By doing so, it was developed a literature review about Social Marketing and about tobacco consumption, which revealed the main factors influencing people to smoke. At the empirical work, it was used the Reasons for Smoking Scale, developed by Sousa et al. (2010) at the University of São Paulo (USP). The results were achieved through quantitative approaches, with SPSS 21 support. The field research to collect data was held in three cities of the state of Ceará – Brazil (Juazeiro do Norte, Crato e Barbalha), totalizing 103 valid responses, which demonstrated a great reliability of the scale (α=0.91)
Highlights
Marketing is related to the managerial perspective
Marketing is a social activity regarding the dimensions of this field of study that have undergone changes in order to promote a better balance to the exchange system (BARBOZA, 2012)
Another point of differentiation is found in the product exchanged; while in commercial marketing prevails the sale of products and services, in social marketing predominates the sale of a desired behavior (KOTLER; LEE, 2011)
Summary
Marketing is related to the managerial perspective. marketing is a social activity regarding the dimensions of this field of study that have undergone changes in order to promote a better balance to the exchange system (BARBOZA, 2012). Social marketing appears as an important tool capable of correcting social imbalances In this sense, this paper analysis the existence of products and services harmful to the consumer, such as alcohol and tobacco. For social marketing to be effective in combating smoking, it is necessary to understand the factors that lead people to consume the product, as well as those that exert a negative influence on this behavior. This paper aims to analyze the factors that negatively influence people to smoke, contributing for implications of this perspective to Social Marketing, which can act as one of the factors to change consumption habits in relation to this type of product. The fourth section presents the results and discussion of the work and, in the fifth section the final considerations appears, with the synthesis of the results, theoretical and practical implications, and the limitations
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