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You searched for subject:(Marcas regionais). Showing records 1 – 2 of 2 total matches.

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1. Juliana Flávia Palazzo da Costa Macedo. Marcas regionais de alimentos: a relação de valor do consumidor como determinante de compra.

Degree: 2009, Federal University of Uberlândia

The present dissertation is the result of research that investigated, using the means to ends (MEC) theoretical orientation, consumer behavior regarding food products. Specifically, various brands of coffee and milk, produced in the region of Uberlândia, Minas Gerais, were examined. The principal objective was to identify the cognitive structure of consumers within the established values and their personal attitudes in terms of consumption. Theoretical reference included published research on consumer behavior, values regarding purchasing decisions, the means to ends theory, food habits and the cultural influence of the region. The perceived importance of brands and the acceptance of the examined brands in the local market were also investigated. The methodology applied was qualitative and descriptive in nature with the use of in depth respondent interviews. Since the aim of the research was to understand the cognitive perception of consumers and their buying preferences, the use of MEC, together with the laddering technique, were determined most appropriate. This technique has, as its objective, a specific analysis of the respondents discourse in relation to the topic and provides a description of the cognitive structure used in their purchasing behavior. The results demonstrated that the respondents were conscious of the fact that the products examined were produced locally. The relevance of the study was in the fact that buying preferences were identified. Local production and processing generated confidence and positive attitudes in relation to effects of the products on health and general well being. Among the coffee consumers, the ladder technique identified the significance of a strong taste as the result of a delicious aroma, the satisfaction and the stimulation to go to work and, lastly, the impression of well being provided by the product. Among the milk consumers, flavor, consideration of the product as natural, confidence, health and well being were the attitudes given priority. For professionals in the area of Marketing the present research was instrumental since it provided ideas as to how to best serve local consumers.

Esta dissertação é o resultado de pesquisa que investigou, sob a ótica da teoria da cadeia de meios-fim (MEC), o comportamento dos consumidores de produtos alimentares com relação a marcas regionais de café torrado e moído e de laticínios da cidade de Uberlândia, Minas Gerais. O objetivo central foi identificar a estrutura cognitiva desses consumidores, de forma a compreender as relações de valores com as suas atitudes de compra e consumo. As bases teóricas desta pesquisa são o comportamento do consumidor, os valores como decisão de compra, a cadeia meios-fim, o comportamento alimentar e a influência cultural e regional. Buscou-se também o conceito de marca, a tipologia existente e, dentre essas teorias, o conceito de marcas regionais. A metodologia utilizada foi a pesquisa qualitativa-descritiva, a técnica para a coleta de dados foi a entrevista em profundidade. Como a proposta da…

Advisors/Committee Members: Stella Naomi Moriguchi, Luiz Henrique de Barros Vilas Boas, Ricardo de Souza Sette.

Subjects/Keywords: Marcas regionais; Valores; Cadeia meios-fim; ADMINISTRACAO; Comportamento do consumidor; Marca de produtos; Regional marks; Behavior of the consumer; Values; Means to ends; Laddering

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Macedo, J. F. P. d. C. (2009). Marcas regionais de alimentos: a relação de valor do consumidor como determinante de compra. (Thesis). Federal University of Uberlândia. Retrieved from http://www.bdtd.ufu.br//tde_busca/arquivo.php?codArquivo=2447

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Macedo, Juliana Flávia Palazzo da Costa. “Marcas regionais de alimentos: a relação de valor do consumidor como determinante de compra.” 2009. Thesis, Federal University of Uberlândia. Accessed September 15, 2019. http://www.bdtd.ufu.br//tde_busca/arquivo.php?codArquivo=2447.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Macedo, Juliana Flávia Palazzo da Costa. “Marcas regionais de alimentos: a relação de valor do consumidor como determinante de compra.” 2009. Web. 15 Sep 2019.

Vancouver:

Macedo JFPdC. Marcas regionais de alimentos: a relação de valor do consumidor como determinante de compra. [Internet] [Thesis]. Federal University of Uberlândia; 2009. [cited 2019 Sep 15]. Available from: http://www.bdtd.ufu.br//tde_busca/arquivo.php?codArquivo=2447.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Macedo JFPdC. Marcas regionais de alimentos: a relação de valor do consumidor como determinante de compra. [Thesis]. Federal University of Uberlândia; 2009. Available from: http://www.bdtd.ufu.br//tde_busca/arquivo.php?codArquivo=2447

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

2. Alves, Ricardo Michael Konstantinou. Has mainstream Vinho Verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?.

Degree: 2017, RCAAP

Perhaps the greatest challenge of the regional brand is its endeavour to mutually benefit the individual brands under its own. For regional brands to succeed in the wine industry, they must seek to maintain a consistent brand image, and a positioning in the market that does not conflicting with that of its individual brands. The case of Vinho Verde epitomizes the struggle of a wine regional brand to grow in its quality-driven segment, due to the strong international image and reputation which it has in the lower segments of the market. Consequently, this study discovers that the Vinho Verde wine region is generalised by its low cost style of wine to the extent that the region itself is misperceived as a wine style, rather than a region. Further, this study attempts to draw the link between this low-cost image and the implications which it could have on the positioning of the region’s recently emerged value-driven producers. The research finds that these producers are in fact limited by the mainstream-style image of the region. This is proven not only by the prices of the value-driven segment – that are perceived to be lower than their potential – but by the tendency of these producers to avoid using the regional name (Vinho Verde) on the front of their bottles.

Talvez o maior desafio da marca regional é o seu esforço para beneficiar mutuamente as marcas individuais sob a sua própria. Para que as marcas regionais tenham sucesso na indústria vitivinícola, elas devem buscar manter uma imagem de marca consistente e um posicionamento no mercado que não entre em conflito com o posicionamento das suas marcas individuais. O caso do Vinho Verde simboliza a dificuldade que uma marca regional de vinho tem em aumentar o seu segmento de qualidade, devido à forte imagem e reputação internacional que tem nos segmentos mais baixos do mercado. Consequentemente, este estudo descobre que a região vinícola do Vinho Verde é generalizada pelo seu estilo de vinho genérico e de baixo custo, ao ponto que a própria região é mal interpretada como um estilo de vinho, em vez de uma região. Este estudo tenta traçar o elo entre a imagem de baixo custo e as consequências que ela pode vir a ter no posicionamento dos produtores de maior valor da região. A pesquisa conclui que estes produtores estão de fato limitados pela imagem do estilo genérico da região. Isto é comprovado não apenas pelos preços do segmento dos produtores de mairo valor - que estão inferiores ao seu potencial - mas pela tendência destes produtores de evitar o uso do nome regional (Vinho Verde) no rótulo das suas garrafas.

Advisors/Committee Members: Reis, Ricardo.

Subjects/Keywords: Regional brands; Vinho Verde; International image; Mainstream style; Low-cost; Value-driven; Marcas regionais; Imagem internacional; Estilo genérico; Baixo custo; Marcas de valor; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Alves, R. M. K. (2017). Has mainstream Vinho Verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?. (Thesis). RCAAP. Retrieved from http://www.rcaap.pt/detail.jsp?id=oai:repositorio.ucp.pt:10400.14/22008

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Alves, Ricardo Michael Konstantinou. “Has mainstream Vinho Verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?.” 2017. Thesis, RCAAP. Accessed September 15, 2019. http://www.rcaap.pt/detail.jsp?id=oai:repositorio.ucp.pt:10400.14/22008.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Alves, Ricardo Michael Konstantinou. “Has mainstream Vinho Verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?.” 2017. Web. 15 Sep 2019.

Vancouver:

Alves RMK. Has mainstream Vinho Verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?. [Internet] [Thesis]. RCAAP; 2017. [cited 2019 Sep 15]. Available from: http://www.rcaap.pt/detail.jsp?id=oai:repositorio.ucp.pt:10400.14/22008.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Alves RMK. Has mainstream Vinho Verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?. [Thesis]. RCAAP; 2017. Available from: http://www.rcaap.pt/detail.jsp?id=oai:repositorio.ucp.pt:10400.14/22008

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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