O canal de distribuição para produtos cosméticos em Porto Alegre : uma análise com foco nos salões de beleza

As empresas estão participando de um mercado cada vez mais competitivo. Esta disputa acirrada das empresas pelos clientes tem propiciado canais alternativos de distribuição dos produtos aos diferentes segmentos de mercado. Os canais de distribuição estão adquirindo uma importância cada vez maior aos olhos dos fabricantes e dos clientes, principalmente na questão de serviços. De acordo com Ballou (2001, p.44), “o serviço ao cliente, inclui disponibilidade de estoques, rapidez na entrega, rapidez e acuracidade no preenchimento de pedidos”. A esses serviços pode ser somada uma gama variada de outros serviços a serem prestados pelos participantes do canal de distribuição ou pelos fabricantes. A empresa Ravel Produtos Cosméticos e Dermatológicos será a principal usuária dos resultados obtidos com este estudo, pois é fabricante de produtos cosméticos e tem seu foco de atuação principal na cidade de Porto Alegre. O objetivo deste trabalho foi analisar o canal de distribuição para produtos cosméticos destinados a consumidores de alta renda no mercado de Porto Alegre, procurando identificar os aspectos de serviços demandados, produtos utilizados e mix de produtos comercializados pelo canal de distribuição: salões de beleza. O estudo foi realizado através de pesquisa qualitativa, com entrevistas individuais junto aos proprietários dos salões, ou junto às pessoas que decidem o mix de produtos a ser utilizado ou comercializado pelos salões. O mix de produtos comercializados pelos salões de beleza em Porto Alegre conforme a pesquisa realizada, é o seguinte: xampus, cremes, máscaras, hidratantes, fluidos e géis. Entre as respostas das entrevistas, foram encontrados os seguintes serviços demandados pelos salões de beleza: amostras de produtos, entregas rápidas, frete cif, suporte técnico do fabricante, prazos elásticos de pagamento e exclusividade como canal de distribuição para as linhas que comercializa.

Does humor work in advertising of pharmaceutical products?

This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.

The influence of emotional contagion on products evaluation

Emotional Contagion is the mechanism that includes mimicking and the automatic synchronization of facial expressions, vocalizations, postures, and movements with another person and, consequently, convergence of emotions between the sender and receiver. Researches of this mechanism conducted usually in the fields of Psychology and Marketing tends to investigate face-to-face interactions. However, the question remains to what extent, if any, emotional contagion may occur with facial expressions in photos, since many purchase situations are brought on by catalogues or websites. This thesis has the goal to verify this gap and, in addition, verify whether emotional contagion is more common in females than in males as stated in previous studies. Emotions have been studied because it is intuitively apparent that emotions affect the dynamics of the interaction between a salesperson and customers (Verbeke, 1997); in other words, emotions may significantly affect consumer behavior. Therefore, this thesis also verified whether the facial expressions that transmit emotions could be associated to product evaluations. To investigate these questions, an experiment was done with 171 participants, which were exposed to either smiling (positive emotion) or neutral advertising. The differences between the individual advertisements were limited to the facial expressions of figures in the advertisements (either smiling or neutral/without smiling). One specialist and two students analyzed videotaped records of the participants’ responses, and found that participants who saw the positive stimulus mimicked the picture (smiling back) confirming the Emotional Contagion in Photos (the first hypothesis). The second hypothesis was to analyze if there is difference based in gender. The results demonstrated that there is not a significant difference between genders; female and male equally suffer Emotional Contagion. The third hypothesis was related to whether the positive emotions vs. neutral emotions acquired from the positive facial expression in the photo are associated to a positive evaluation of the product also displayed in the photo. Evidences show that the ad with a positive expression could change more positively the attitude, the sympathy, the reliability, and the intention of purpose of the participant compared to those who were exposed to the neutral condition. Therefore, the analysis concludes that the facial expressions displayed in photos produce emotional contagion and may interfere on the evaluation product. A discussion of the theoretical and practical implications and limitations for these findings are presented.

A força da marca na decisão de compra de sandálias masculinas: um estudo exploratório

o presente estudo objetiva verificar a força da marca na decisão de compra de sandálias masculinas, estudando o caso das sandálias Rider da empresa Grendene. A marca torna-se cada vez mais uma fonte de vantagem competitiva, pois ela é mais do que apenas um nome ou símbolo. É ela que diferencia os produtos de uma empresa em relação à concorrência. É ela que é o elo de ligação ente a empresa e o consumidor. Os atributos do produto, as tecnologias, são fáceis de serem alcançados pelos concorrentes e tornam-se obsoletos rapidamente. No entanto, a criação de uma marca forte que gere lealdade por parte dos consumidores é algo mais complexo e poucas empresas alcançam esse patamar de valor. No cenário atual em que a cada momento surgem novas marcas, novos produtos, cada uma oferecendo atributos diferentes, o consumidor acaba se protegendo atrás das marcas conhecidas e fortes e que levam associadas a si uma imagem de qualidade, reconhecimento no mercado e certo nível de status e prestígio, facilitando assim a sua decisão. A marca Rider é uma dessas poucas marcas que conseguiu chegar a este nível, criando uma série de associações favoráveis, como conforto, inovação, diferenciação, qualidade (durabilidade) e beleza, que vem à mente dos consumidores no momento da decisão de compra. O processo de decisão de compra de sandálias masculinas não é complexo se caracterizando por um baixo envolvimento pela maioria dos consumidores, no entanto, em função de ser um item que está ligado ao modo de ser e agir das pessoas, se caracteriza por uma busca mediana de informações relacionadas ao produto. Assim, os resultados da pesquisa sugerem que a marca exerce influência na decisão de compra de sandálias masculinas, e que a marca Rider tem brand equity, ou seja, tem valor para os clientes, tem recall de marca e reconhecimento no mercado o que gera um relacionamento duradouro entre a marca e os consumidores.

The online distribution strategy of luxury products and their vertical extensions

Uma importante tendência do mercado de luxo é a extensão de marca em um novo segmento de mercado por meio da chamada extensão vertical, que pode ser para cima ou para baixo. Em outras palavras, significa que a organização passa a atuar em um novo segmento dentro de uma mesma categoria de produtos, mas com diferente público-alvo que sua marca original. Nesse processo, a empresa inicia atividade em um novo segmento com diferente nível de luxo. A distribuição é um aspecto fundamental do composto de Marketing e a importância da internet como canal de distribuição dessa indústria tem aumentado expressivamente nos últimos anos. Dessa forma, faz-se necessário compreender como as marcas de luxo gerenciam suas estratégias de distribuição online quando desenvolvem processos de extensão de marca e penetração em novos segmentos. Com o objetivo de analisar a estratégia de distribuição da indústria de luxo, um estudo exploratório foi desenvolvido focando bens de luxo pessoal (em categorias como costura, relógios & jóias, couro e sapatos). Uma amostra significativa constituída de marcas originais e suas extensões foi analisada para constituir um modelo comparativo entre duas variáveis: o nível de diferenciação entre os canais de distribuição da marca original e suas extensões; e a distância entre as próprias marcas no que concerne ao seus posicionamentos. Esse estudo contribui para o entendimento da dinâmica de distribuição do mercado e colabora com a compreensão do comportamento das empresas que atuam nele, dependendo do tipo de extensões que elas desenvolvem e da forma como elas são conduzidas.

Exploring attitudes and behavioral intention of brazilian consumers towards fair trade and fair trade products

As vendas globais de produtos FT cresceram de forma consistente nos últimos anos. De acordo com a FLO, as vendas cresceram de menos de € 1 bilhão em 2004 para cerca de € 5,5 bilhões em 2013. Apesar do movimento ainda estar engatinhando no Brasil, alguns esforços visando a institucionalização da FT estão sendo tomados. Por exemplo, o Schneider (2012) mostrou que existe um mercado potencial para os produtos FT no Brasil. Entretanto, ele ainda não é bem desenvolvido. Portanto, há uma necessidade de compreender melhor as variáveis que afetam a intenção de compra destes produtos. Estudos anteriores identificaram fatores que são considerados previsores de intenção de comprar produtos FT. Considerando esses fatores, o presente estudo tem como objetivo determinar as variáveis que estão mais relacionadas com a intenção de compra e disposição para pagar por produtos FT no Brasil. Com base nas respostas de 124 entrevistados, os resultados mostram que a intenção de compra de produtos FT no Brasil está ligada a atitudes de consumo éticas dos consumidores, o interesse e qualidade dos produtos, baixo ceticismo e percepção de relevância acerca do conceito FT. Os resultados também mostraram dois grupos antagônicos de consumidores a respeito de suas atitudes. O grupo dos "ativistas" tem atitudes positivas, de alta intenção de compra e disposição a pagar mais. Por outro lado, os "incrédulos" têm atitudes negativas, baixa intenção de compra e não estão dispostos a pagar mais. Com base nos resultados deste estudo, organizações e indivíduos que visam fomentar o mercado FT no Brasil podem entender melhor o consumidor e tomar decisões de marketing mais assertivas, considerando a relevância dos fatores que afetam a intenção de comprar, como também as diferenças entre os consumidores.

Can deviation from standard beauty become appealing?: an age perspective

When exploring new perspectives on the impact of non-idealized vs. idealized body image in advertising, studies have focused mainly on body size, i.e., thin vs. heavy (Antioco et al., 2012; Smeesters & Mandel, 2006). Age remains largely unexplored, and the vast majority of ads in the market depict young models. The purpose of this research is therefore to investigate which images in advertisements – young or mature models – are more persuasive for older women (40+ years old). In this investigation, two studies were conducted. The first part was an exploratory analysis with a qualitative approach, which in turn helped to formulate the hypothesis tested in the subsequent experiment. The results of the in-depth interviews suggested a conflict over notions of imprisonment (need to follow beauty standards) and freedom (wish to deviate). The results of the experiment showed essentially that among older consumers, ads portraying older models were as persuasive as ads portraying younger models. Limitations and future research are discussed.

Use of Fibres Obtained from the Cashew (Anacardium ocidentale, L) and Guava (Psidium guayava) Fruits for Enrichment of Food Products

OLIVEIRA, E. L. et al. Use of Fibres obtained from the Cashew (Anacardium ocidentale, L) and Guava (Psidium guayava) Fruits for Enrichment of Food Products. Brazilian Archives of Biology and Technology, Curitiba, PR, v. 48, p. 143-150, 2005.

Avaliação da publicidade de medicamentos veiculada nas principais emissoras de rádio de Natal-RN

Drugs advertising is one of the most important marketing resources used by the pharmaceutical industry to induce people to buy these products although they do not have the real necessity to use them. The purpose of this article is to evaluate drugs advertisings transmitted on radio stations in Natal/RN, from October 2007 to September 2008. Were collected 228 advertising pieces, where, 21 were different among themselves and corresponded to 15 drugs. The results showed that 73,3% of the drugs ads were announced on AM station and 26,7% on FM station. The majority of the drugs were constituted of analgesics (26%), following by antiacids, vitamins, phitotherapics (13% each). The legal analysis showed that each advertising had some kind of infraction. The omission of the registration number happened in each advertising, following by the totally lack of contraindications (95,2%) and contraindications DCB/DCI (76,2%). In 42,9% advertisements were observed the relation between drugs use and physique/intellectual/emotional/sexual performance and/or beauty and 33% of them had abusive exploration of illnesses. The obligatory warning was omitted in 28,6% and the offer of financial bonus happened in 9,5% cases. The content analysis demonstrated that the most persuasion and convincing elements observed were indicatives of consumption appeal (34,2%). The study indicates the necessity of the topic drugs advertisements to be treated in a wide context, that is, to be discussed as a public health concern. Although the advertising regulation and inspection is the State responsibility , this should be shared with the advertising agency, pharmaceutical industry and media. Furthermore, it is indispensable to inform and to conscience the population of their rights in such mistaken situation

Identification of new isolates of Bacillus thuringiensis using rep-PCR products and delta-endotoxin electron microscopy

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Old beagle dogs have lower faecal concentrations of some fermentation products and lower peripheral lymphocyte counts than young adult beagles

The effects of age on microbiota composition, gut fermentation end-product formation and peripheral lymphocyte numbers were compared between old and young adult Beagle dogs fed four kibble diets differing in yeast cell wall contents. The experiment had a double 4 x 4 Latin square design, one with four mature dogs (4 years old) and the other with four old dogs (10 years old), with four replicates (diets) per dog. In each period a 15d adaptation period preceded a 5d total collection of faeces for the digestibility trial. on day 21, fresh faecal samples were collected for the determination of bacterial enumeration, pH, biogenic amine and short-chain fatty acid. Flow cytometry was used for immunophenotypic evaluation. Dogs were fed four kibble diets with similar composition with 0, 0.15, 0.30 and 0.45% of yeast cell wall (as-fed), respectively. Data were evaluated using general linear models of Statistical Analysis Systems statistical software (P<0.05). No evidence of a difference in faecal bacteria counts between ages was found (total aerobes, total anaerobes, Bifidobacterium, Lactobacillus, Clostridium and Escherichia coli: P. 0.15). Faecal concentrations of butyrate, histamine, agmatine and spermine were lower (P <= 0.05) and faecal pH was higher (P=0.03) in older dogs than in mature adult dogs, suggesting an alteration in bacterial metabolic activity, or in the rate of intestinal absorption of these compounds. Concentrations of T-lymphocytes, T-cytotoxic lymphocytes and B-lymphocytes were also lower (P <= 0.01) in older dogs than in mature adult dogs. The study confirmed alterations in peripheral lymphocytes and revealed a reduced concentration of some fermentation end products in the colon of old dogs.

Effect of bean genotypes, insecticides, and natural products on the control of Bemisia tabaci (Gennadius) biotype B (Hemiptera: Aleyrodidae) and Caliothrips phaseoli (Hood) (Thysanoptera: Thripidae)

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Postharvest Storage of 'Ponkan', 'Satsuma Okitusu' and 'Fremont' Tangerines and Their Minimally Processed Products Using Refrigeration and Controlled Atmosphere

This study aimed to evaluate the postharvest conservation of tangerines 'Fremont', 'Satsuma Okitsu' and 'Ponkan' when stored at different conditions, as well as the quality of the minimally processed product. Fruit were harvested when a sugar: acid ratio of 10.0 to 12.0 for 'S. Okitsu' and 'Fremont' and 16.0 to 19.0 for 'Ponkan' was reached, selected for uniformity of color, size, and absence of injuries. Whole fruits were stored at 3 degrees C, 85% RH and 7 degrees C, 95% RH, and after each storage period, fruits were brought to ambient conditions (22 degrees C, 65% RH) for 3 days before evaluation. The minimally processed products (peeled) were packed in polystyrene trays (22.4x14.8x3.7 cm) coated with polyvinyl chloride (PVC) stretchable, with 0.014 mm thickness, and in lidded packages (500 ml) of transparent polyethylene terephthalate. Fruit were analyzed for appearance, weight loss, respiratory rate, package atmosphere, rind and pulp color, soluble solids, titratable acidity and ascorbic acid content. Shelf life of tangerine 'Fremont' was limited to 42 days based on freshness. Its minimally processed product had a 9 day shelf-life for products packaged in PVC film. The mandarins 'S. Okitsu' had 35 days shelf-life at 7 degrees C, which was reduced to 28 days at 3 degrees C. Its fresh-cut product had a shelf-life of 15 days, stored in PVC or PET. 'Ponkan' fruit stored at 3 degrees C had a shelf life of 35 days, which was reduced to 28 days at 7 degrees C. When minimally processed, its shelf-life lasted for 15 days, whether packaged in PVC or PET. The 'Ponkan' had a shelf-life of 35 days at 3 degrees C and 28 days at 7 degrees C, also limited by loss of freshness. When minimally processed and stored in PVC or PET, its shelf life reached 15 days.

Chemical composition and fermentation characteristics of elephant grass silage with biodiesel industry co-products

The objective of this research was to evaluate the effect of three concentrations (3, 6, and 9%) of forage turnip (Raphanus sativus) and physic nut (Jatropha curcas) cakes on dry matter, crude protein, ether extract, neutral detergent fiber, acid detergent fiber, lignin, acid detergent insoluble nitrogen neutral detergent insoluble nitrogen contents, in vitro dry matter digestibility, pH values and concentrations of N-NH3 in elephant grass silages. It was used an entirely randomized design in factorial arrangement [(2x3)+1]. Experimental PVC silos were used and ensiled material was kept for 62 days. The addition of cakes increased the dry matter contents (P<0.05). The fibrous fractions were reduced (P<0.05) with the inclusion of cakes during the grass ensilage and the CP contents increased (P<0.05). The forage turnip cake provided the same pH and N-NH3 values in ideal levels and the physic nut, added to 9%, increased those values (P<0.05). IVDMD was reduced (P<0.05) when the cakes were added. These co-products can be used in small amounts for elephant grass ensilage in order to provide improvement in chemical and fermentation characteristics of the silages. Nevertheless, physic nut cake shows limitations for its use in animal feeding due to the presence of toxic compounds, making necessary studies for their identification and elimination.