What are the off-roaders looking for?A sociological study of Brazilian adventure car consumers

Eduardo Vicente Gonçalveshttp://about.me/cuducos

Someone arriving from abroad in Brazil might be surprised by the amount of passenger cars equipped with off-road gear. A few of them with a spare tire on the hatchback door, others with lateral step pads and with bull bars in front of the bumpers, almost all of them with a raised suspension and on/off-road tires. This foreigner would believe that the owners of these cars enjoy their weekends at places with difficult access. But we know that this is not quite the case.

Valor Online

What are the motivations behind the choice for an off-road-like car?

What are the nature of the social relations established through these choices?

New Economic Sociology

Sociology of Consumption+

beyond the use-value

high classes as a reference

status, conspicuousness

social privileges and groups

differentiation-imitation

consumption and class culture

habitus & field

social and cultural capital

given interests

social forged interests

institutions

individuals

VivianaZelizer

VivianaZelizer

three approaches:extensioncontextalternative

VivianaZelizer

common standpoint:hostile words

three approaches:extensioncontextalternative

VivianaZelizer

theoretical proposal:multiple markets

common standpoint:hostile words

three approaches:extensioncontextalternative

Practice theories comprehend

non-instrumentalist notions of

conduct, both observing the role

of routine on the one hand, and

emotion, embodiment and desire

on the other.

Alan Warde

hypothesis

hypothesis

usagesfeel closer to nature

ecological expressionstatus

bad paved roadsaggressive traffic

benefit-cost issuesvisual style

Desk research (newspaper, magazines, advertisement)

Contextual interviews with salespeople

In-depth interviews with consumers CrossFox, Palio Weekend Adventure e EcoSport (different cities, ages, occupations etc.)

“we don’t drive in bad road conditions,

only on asphalt”

comfortair conditioning, power steering

safetystreets, protection, intimidation

visualaesthetic, adventure

“it’s about feeling powerful; and I wouldn’t know how to explain this

powerful”

“and… well, because yes!”

“I’m in love with my car, my little yellow one!…”

affection & emotion

payment options, assurance, taxes…benefit-cost

oeconomicus

colors, optional devices and gearcomfort safetyself-confidence

powerful ones on the way

lifestyle perceived benefit-cost

feelings

muito obrigado

muito obrigadothank you very much

muito obrigadothank you very much

Pictures:http://www.flickr.com/photos/gilderichttp://www.flickr.com/photos/15745331@N04http://www.flickr.com/photos/takomabibelothttp://www.flickr.com/photos/carlos_seohttp://www.flickr.com/photos/nasebaerhttp://www.flickr.com/photos/BKM_BRhttp://www.flickr.com/photos/gilderichttp://www.flickr.com/photos/36423017@N07http://www.flickr.com/photos/simplerhttp://www.flickr.com/photos/riotemporadahttp://www.flickr.com/photos/brunodereggehttp://www.flickr.com/photos/calliopehttp://www.flickr.com/photos/mythotohttp://www.flickr.com/photos/bisgovukhttp://www.flickr.com/photos/_davo_http://flickr.com/photos/loreniahttp://www.flickr.com/photos/bupsweehttp://www.flickr.com/photos/helgahttp://www.flickr.com/photos/elbragon/http://www.flickr.com/photos/izfotoshttp://www.flickr.com/photos/awfulshothttp://www.flickr.com/photos/8268197@N02http://www.flickr.com/photos/amdavidsonhttp://www.flickr.com/photos/bindermichi