Ethnomarketing: The challenges of Changana culture and consumption in the face of globalization and globalization of consumption (Atena Editora)

Abstract

The purpose of this article is to discuss the challenges of ethnomarketing (culture and consumption) of the Changanas, a people from the southern region of Mozambique, in the face of globalization and globalization of consumption, taking into account the socio-historical context lived by this people and its elements. fundamentals such as tradition, family and spiritual values. It answers the question, “How can the culture and consumption (ethnomarketing) of the Changanas best fit into the global village, taking into account the lived socio-historical context and its fundamental elements: tradition, family and spiritual values?” The question arises: “how can the institutions of Communication and Marketing, Education and other sectors influence or allow themselves to be influenced in the process”? We opted for a descriptive, empirical research and a qualitative approach. Data collection was facilitated by an interview carried out with four focus groups of eight participants each, chosen for convenience, in the generations corresponding to the Americans, Baby Boomers, X and Y. The 12 respondents in the fourth group were randomly selected from the three initial groups. Data analysis was performed using content analysis and triangulation. The article reveals that the inhabitants of southern Mozambique fall into the schools of skeptics and anti-globalizers. They recognize that their culture could be reoriented. However, they tend to perpetuate their cultural values ​​that in the past were moments of exaltation. Education, communication, marketing and other sectors of activity will make the offer of the globalizers a “glocal” offer, encapsulating culturally constituted elements from the south of Mozambique, facilitating its construction, sale and consumption.