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ESPM Cross Cultural Research

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by

Romulo Caballero

on 13 April 2010

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Transcript of ESPM Cross Cultural Research

Leave the house Cristiane Alves
Douglas Assahi
Julio Peretti
Romulo Caballero Cross Cultural Research Going Close windows and doors Look at the cameras and see if everything is right on the street Go out with car and closes the garage They put the daughters into the car Husband returns to turn on the alarm Close the two doors that give access to the house Couple with young kids living in the city Returns to pick up their daughters in the car

Return Open the garage door Park the car Husband leaves to turn off the alarm and unlock the door Going Older couple living in suburb Leave the house Close windows and doors Go out with car and closes the garage Open the garage Park the car Get in the house Return Going Young couple without kids living in suburb Leave the house Close windows and doors Get in the house Get in the house Open the front door Return Going Young couple with kids living in suburb Leave the house Close windows and doors Get in the house Open the front door Return Take the elevator Going Young couple with teens living in suburb Leave the house Close windows and doors Get in the house Open the front door Return Get in the car parked in the garage 1. Cameras
2. Wall
3. Wall with electric fence
4. Sentry-box
5. Cancels automatic
6. Padlocks
7. Iron bars
8. Dog
9. Motion sensors
10. Intercom
11. Signaling security system
12. Key tetra
13. Two or more doors
14. Alarm psychographic analysis Grateful


Assured


Relieved


Scared


Frustrated Couple with young kids living in the city Older couple living in suburb Young couple without kids living in suburb Young couple with teens living in suburb Young couple with kids living in suburb without freedom


Unsecured


Some relief only indoors


A lot, rape, kidnapping...


Feel the lack of freedom feel free


feel safe at home or in
the neighborhood

have in the house and
the neighborhood

A Little of kidnapping


No feel free


feel unsafe in
the neighborhood

feel right at home, but not
in the neighborhood

yes very, rape, kidnapping ...


No feel free


feel unsafe in
the neighborhood

within the condominium yes


outside the home, in traffic
in general

No feel free


feel safe at home


in the neighborhood yes


No

No the more money and apparatuses invested on family protection brings more frustrated feelings products or services that may
reduce or simplify this routine can solve the frustration problems Scale ( 0 to 10) about how
much you do feel safe At home At the neighborhood At São Paulo 7,2 6,2 3,8
Full transcript