Avaliação identitária de produtos com atributos locais, a partir de um modelo multicritério.

Abstract

In the face of socioeconomic transformations presented in the last decades, more precisely post-Cold War, the role of the designer has been debated. Globalizationrelated phenomena, such as de-globalization and glocalization, have pushed the designer's approach to a more responsible approach that meets contemporary social concerns, especially respect for cultural diversity (BONFIM, 1990). Therefore, in the midst of these new demands, in the face of the design process of new products, this study aims to qualify and promote the debate related to the decision-making process focused on the development of objects that will meet these new identity and symbolic prerogatives. Considering the benefit of how to impose and expose locality to them in their development process, that is, to establish parameters for the analysis of the identity appeal by their designer, in the choice of prototypes that best fit the preestablished identity attributes. Counting on the plausible means of aid, since it translates into a set of enduring methods and techniques for grant decision making with greater support, the area of Multicriteria Support to Decision. As for the methodology used, a research was exploratory, descriptive and quali-quantitative (mixed), using a single and decisive case, with multiple units of analysis, as the main means of validation of the multicriteria model of identity analysis, established. The results obtained evidenced the positive operation of the multicriteria model of identity analysis of products with local attributes, made possible by the bibliographic exploration referring to the triad "design x culture x local identity", linked to the multicriteria approach to decision support.