Fatores determinantes na escolha do consumidor

Dissertação de Mestrado apresentada ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação da professora Mestre Anabela Ribeiro

Does online information drive offline revenues? Only for specific products and consumer segments!

While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store shopping. The current paper draws on the information search literature to specify and test hypotheses regarding the offline revenue impact of adding an informational website. Explicitly considering marketing efforts, a latent class model distinguishes consumer segments with different short-term revenue effects, while a Vector Autoregressive model on these segments reveals different long-term marketing response. We find that the offline revenue impact of the informational website critically depends on the product category and customer segment. The lower online search costs are especially beneficial for sensory products and for customers distant from the store. Moreover, offline revenues increase most for customers with high web visit frequency. We find that customers in some segments buy more and more expensive products, suggesting that online search and offline purchases are complements. In contrast, customers in a particular segment reduce their shopping trips, suggesting their online activities partially substitute for experiential shopping in the physical store. Hence, offline retailers should use specific online activities to target specific product categories and customer segments.

E-handel- Konkurrent eller komplement för mikroföretag? : En studie om lokala mikroföretag

I dagens samhälle har det skett en strukturomvandling på marknaden gällande detaljhandeln.Strukturomvandlingen har inneburit utveckling av bland annat omnikanaler och e-handelvilket har förändrat företagens affärsmodellsval för att kunna överleva på marknaden. Ehandelnhar i många år setts som en konkurrent för mikroföretag, men det börjar även blimöjligt för mikroföretag att införa ett integrerat system som innebär att den fysiska butikensamverkar med e-handeln. Resultatet av de ökade möjligheterna för mikroföretag är att de kanvälja mellan tre olika affärsmodellsval gällande sin marknadsplats och tillgänglighet avföretaget och sedan utifrån omnikanaler kan företagen välja hur de vill nå ut tillkonsumenterna.I denna studie vill vi få en ökad förståelse för hur lokala mikroföretag arbetar med att behållasin marknadsplats i den ökade konkurrensen som blir i och med e-handelns tillväxt. För attkunna undersöka mikroföretagen har vi tillämpat en kvalitativ metod med djupgåendehalvstrukturerade intervjuer. För att få reda på hur lokala handlare uppfattar marknaden,konkurrensen och handelsutvecklingen, intervjuades fem stycken strategiskt valdadetaljhandelsföretag.Av undersökningen framgick det att en gemensam syn kring marknaden föreligger vilketinnebar att oavsett företagens val så har företagen sitt fokus på konsumenten. Det framgickäven att en av de viktigaste framgångsfaktorerna är att tillgodose konsumenten med högservicegrad och på så sätt skapa en relation. Relationer bidrar till återkommande och lojalakonsumenter vilket i sin tur bidrar till lönsamhet för företaget. Samtliga informanter var enigaom att relationer upprättas i den fysiska butiken och har således valt att fokusera på denenskilda butiken i internets ständiga utveckling. För att attrahera konsumenter till butiken harde valt att tillhandahålla ett unikt sortiment. Sammanfattningsvis har internet och handelnsutveckling och den konkurrens det medför på lokala handlarna blivit tvungna ta ställning tilldet och anpassa en affärsmodell utefter sin egen verksamhet.

Exploring the link between In-store physical shopping behavior and purchases

Only little research investigates the relationship between consumer purchases and in-store physical shopping behavior, largely because of the difficulty involved with reconciling a precise observation of in-store behavior with a robust statistical analyses of the data. Using an innovative data collection method, this article determines that physical shopping behavior manifests itself along two main dimensions: shopping width (behavioral scope throughout the store) and shopping depth (specific store elements). Both dimensions have strong impacts on purchases: the former tends to influence the number of items bought, and the latter affects the price of purchased items, depending on the product category.

Early Growth and Later Health, Focus on Metabolic Syndrome, Obesity and Physical Activity

The Developmental Origins of Health and Disease Hypothesis proposes that adverse health outcomes in adult life are in part programmed during fetal life and infancy. This means that e.g. restricted nutrition during pregnancy programmes the offspring to store fat more effectively, to develop faster and to reach puberty earlier. These adaptations are beneficial in terms of short term survival. However, in developed countries these adaptations often lead to an increased risk of obesity and metabolic disturbances in later life, due to a mismatch between the prenatal and postnatal environment. This thesis aimed to study the role of early growth in people who are obese as adults, but metabolically healthy as well as in those who are normal in weight but metabolically obese. Other study aims were to assess whether physical activity and cardiorespiratory fitness are programmed early in life. The role of socioeconomic status in the development of obesity from a life course setting was also studied. These studies included 2003 men and women born in Helsinki between 1934 and 1944 with detailed information of their prenatal and childhood growth as well as living conditions. They participated in the detailed clinical examination during the years 2001-2004. A sub-group of the subjects participated in the UKK Institute 2-kilometre walk test. Metabolic syndrome was defined according to the 2005 criteria of the International Diabetes Federation. Among the obese men and women 20 % were metabolically healthy. Those with metabolic syndrome did not differ in birth size compared to the healthy ones, but by two years of age, they were lighter and thinner, and remained so up to 11 years. The period when changes in BMIs were predictive of the metabolic syndrome was from birth to 7 years. Of the normal weight individuals 17 % were metabolically obese. Again, there were no differences in birth size. However, by the age 7 years, those men who later developed metabolic syndrome were thinner. Gains in BMI during the first two years of life were protective of the syndrome. Children who were heavier, and especially taller, were more physically active, exercised with higher intensity and had higher cardiorespiratory fitness in their adult life than those who were shorter and thinner as children. Lower educational attainment and lower adult social class were associated with obesity in both men and women. Childhood social class was inversely associated with body mass index only in men while lower household income was associated with higher BMI in women. These results support the role of early life factors in the development of metabolic syndrome and adult life style. Early detection of risk factors predisposing to these conditions is highly relevant from a public health point of view.

Suppression of protein aggregation by gold nanoparticles: a new way to store and transport proteins

Suppression of the aggregation of proteins has tremendous implications in biology and medicine. In the pharmaceuticals industry, aggregation of therapeutically important proteins and peptides while stored, reduces the efficacy and promptness of action leading to, in many instances, intoxication of the patient by the aggregate. Here we report the effect of gold nanoparticles (Au-NPs) in preventing the thermal and chemical aggregation of two unrelated proteins of different size, alcohol dehydrogenase (ADH, 84 kDa) and insulin (6 kDa), respectively, in physiological pH. Our principal observation is that there is a significant reduction (up to 95%) in the extent of aggregation of ADH and insulin in the presence of gold nanoparticles (Au-NPs). Aggregation of these proteins at micromolar concentration is prevented using nanomolar or less amounts of gold nanoparticles which is remarkable since chaperones which prevent such aggregation in vivo are required in micromolar quantity. The prevention of aggregation of these two different proteins under two different denaturing environments has established the role of Au-NPs as a protein aggregation prevention agent. The extent of prevention increases rapidly with the increase in the size of the gold nanoparticles. Protein molecules get physisorbed on the gold nanoparticle surface and thus become inaccessible by the denaturing agent in solution. This adsorption of proteins on AuNPs has been established by a variety of techniques and assays.

Influence of moderate physical training on the GH/IGF-1 axis in diabetic rats

The influence of moderate physical training on serum growth hormone (GH), insulin-like growth factor -1 (IGF-1) and binding protein ( IGFBP-3) in experimental diabetic rats was investigated. Male Wistar rats were divided into 4 groups, sedentary control (SC), trained control (TC), sedentary diabetic (SD) and trained diabetic (TD). Experimental diabetes was induced of Alloxan (35mg/b.w.) the training program consisted by swimming 5 days/week, 1 h/day, supporting a load of 2.5% b.w., during 6 weeks. Then, the rats were sacrificed and blood was collected for determinations of serum glucose, insulin, GH, IGF-1 and IGFBP-3. Samples of liver were used to evaluate glycogen, protein and DNA contents. The results were analyzed by ANOVA, and Bonferroni test and the significance level was set at 2.5%. Diabetes decreased serum GH, IGF-1, IGFBP-3 and liver glycogen stores in SD group. Physical training promoted increase in serum IGF-1 in both TC and TD groups (SC=82 +/- 15; TC= 1 03 +/- 13; SD=77 +/- 16; TD= 112 +/- 29 ng/ml) and liver glycogen store in TD group when compared to SD (SC=5.2 +/- 1.2; TC= 6.2 +/- 1; SD=2 +/- 0.5; TD=5 +/- 1.8 mg/100mg). Therefore, physical training contributes to the increase in liver glycogen content and to rise of insulin-like growth factor level in diabetic rats. It was concluded that moderate physical training promotes important adaptations related to GH-IGF-1 axis in diabetic organisms.

Hipothalamy-pituitary axis: Effects of physical training in rats administered with dexamethasone

Aim. To investigate the effects of physical training associated to dexamethasone administration in carbohydrate metabolism and adrenocorticotrophic hormone (ACTH) release. Materials and methods. Young Wistar rats were divided into four groups: sedentary control (CS), sedentary dexanzethasone (DxS), trained control (CT) and trained dexamethasone (DxT). The rats were submitted to swimming training associate to administration of dexamethasone for ten weekends. Before sacrifice the rats received Subcutaneous insulin to calculate the maximum decreased in blood glucose. Venous blood was sampled obtained at the end experiment period to determine glucose, insulin, free fatty acids (FFA) and ACTH. Gastrocnemius and liver tissue samples were used to determination glycogen, and adipose epididimal tissue was used to measured the weight. Results. Dexamethasone administration provoke insulin resistance and the physical training reverted this aspect. Training promoted increase in muscle and liver glycogen store and a high utilization of FFA. Moreover the dexamethasone provoke decreased of ACTH release in response to acute exercise, showing marked differences in the functioning of the hypothalamy pituitary-adrenal (HPA) axis between groups of rats. Conclusions. a) Low-dose of dexamethasone promote several side effects in metabolism intermediary and chronic exposure to steroid was associated with insulin resistance; b) the regular swimming exercise promoted increased insulin sensitiviry Therefore. exercise can override the dexametasone negative feedback of the HPA axis activation in rats.

From Money Storage to Money Store: Openness and Transparency in Bank Architecture

In the middle of the twentieth century, banks changed from ‘closed’ designs signifying wealth, security, and safety to ‘open’ designs signifying hospitality, honesty, and transparency as the perception of money changed from a passive physical substance to be slowly accumulated to an active notational substance to be kept in motion. If money is saved, customers must trust that the bank is secure and their money will be there when they want it; if money is invested, customers must trust that it is being done openly and honestly and they are being well-advised. Architecture visually communicates that the institution can be trusted in the requisite way.