ELDERLY LEISURE: A STUDY WITH DIFFERENT SOCIAL-ECONOMIC CLASSES IN SÃO PAULO.

Abstract

The objective of this paper is to identify leisure activities that the elderly engage more often and compare them in relation to different socioeconomic groups. This paper begins with explanation of the socioeconomic classes AB and CD in Brazil and a literature review on leisure, followed by a description of the methodology and the major findings. The sample was chosen using non-probabilistic criteria. 1400 people in São Paulo, aged over 60 years were interviewed using a questionnaire. 700 belonged to the socio-economic classes AB and 700 to the CD. Sample size definition was arbitrary, and used as a guide the number 150, which is the minimum case number for application of multivariate statistical techniques. As data analysis techniques were used univariate and multivariate analysis such as factor and cluster analysis. The main results show heterogeneity of the group behavior. There is need for caution in segmenting the elderly, avoiding treating it as homogeneous. Five groups of respondents were identified: active ladies, cloistered ladies, everyday elderly, Mister social and Mister Calm. Considering the characterization of the groups found in this work, it provides indications that allow the establishment of a more direct dialogue with these groups. In addition it provides support to guide leisure policy development, both public and private.