Valor percebido pelo consumidor : um estudo exploratório em relação às lojas onde realiza compras de alimentos

No Brasil, os varejos de grande escala estão perdendo espaço para os formatos menores como pequenos supermercados, mercadinhos, feiras, padarias, entre outros. Além disso, a inflação baixa e os preços sem grandes diferenças nos vários formatos de varejo criaram opções para os consumidores comprarem em várias lojas. Estes buscam realizar suas compras em locais que diminuam o ônus e aumentem o bônus na realização das compras. Portanto, os diversos formatos varejistas devem adquirir conhecimento a respeito do que os seus consumidores percebem como sacrifício (o ônus) ou benefício (o bônus) destas atividades, para poderem oferecer proposições mercadológicas coerentes com as demandas existentes. Para oferecer subsídios para melhor compreensão desse fenômeno, formulou-se o seguinte problema de pesquisa: quais os ônus e bônus que os consumidores percebem existir na escolha de um determinado formato de loja para realizarem suas compras de alimentos? Uma revisão do conhecimento a respeito de valor percebido e de seus antecedentes se fez necessária para responder a essa questão. A qualidade percebida e o sacrifício percebido (esforços e riscos) foram estudados. Também foi efetuado um estudo da evolução dos modelos de valor percebido apresentados ao longo dos anos, com o intuito de estabelecer o relacionamento dos construtos e variáveis presentes nos modelos. Uma pesquisa exploratória foi conduzida junto a consumidores destes estabelecimentos em uma média cidade brasileira que possui em seu território a diversidade de formatos varejistas presentes no país. Foram feitas entrevistas em profundidade com 51 donas-de-casa que realizam a compra de alimentos de suas residências e têm escolaridade acima da 4ª série, sendo 26 de baixa e 25 de alta renda. Os resultados apontaram a grande preocupação das consumidoras principalmente com a questão do preço e do tempo de viagem (proximidade), os quais são considerados como dois esforços pela literatura. Os valores de Holbrook (1999) também foram analisados segundo a ótica das consumidoras. Além do tempo de viagem, os outros esforços não-monetários de tempo foram categorizados, sendo que um dos mais destacados foi o tempo de espera (filas), seguido pelos tempos de compra e de monitoramento. Diversos riscos foram percebidos pelas consumidoras de alimentos, destacando-se aqueles relacionados tanto à loja varejista quanto aos produtos comprados, bem como outros associados à manipulação dos produtos pelos varejistas. Os diversos formatos varejistas apresentaram peculiaridades, sendo que as consumidoras se valem desses atributos positivos e negativos para realizarem suas escolhas. Muitas delas estão pautadas também nas características sócio-econômicas e nos recursos disponíveis às pessoas para que consigam ter acesso aos tipos de lojas. Na conclusão do trabalho são apresentadas limitações e sugestões para novas pesquisas.

Investigando a experiência da fruição do futebol : estádio versus televisão

A pesquisa procura estudar a forma como o espetáculo futebol é percebido e valorizado por espectadores no estádio e na televisão. O modelo proposto por Holbrook (1999) sustenta a análise de narrativas que relatam comportamentos dos consumidores nos dois ambientes: arquibancada e sofá. Com base na abordagem sugerida por McCracken (1988), os dados foram coletados por entrevistas pessoais, em profundidade, que possibilitaram explorar as experiências dos entrevistados como espectadores regulares de futebol na televisão e no estádio. Foram analisados os tipos de valor do modelo de Holbrook (1999) mais representativos encontrados nos relatos. As narrativas indicaram substantivas diferenças entre os valores percebidos ao longo das experiências na arquibancada e no sofá. Esta dualidade serviu de fio condutor para a emergência de outros duplos conceituais extraídos das entrevistas - que se revelam subsídios para o desenvolvimento de estratégias de marketing. Concluiu-se que a valorização da partida de futebol é influenciada pela forma com a qual o espectador constrói os significados na experiência de consumo. Percebeu-se, desta forma, uma associação entre a abordagem semiológica (Eco, 2001), para a qual o valor (da informação) decorre das possibilidades de significados possíveis; e a proposição de Holbrook, para o qual o valor de consumo se sustenta numa vivência interativa. Impõe-se ao gestor, portanto, a missão de executar a tabelinha sofá-arquibancada. De maneira a potencializar seus respectivos atributos para o consumo - como a riqueza simbólica e a riqueza referencial - e a reforçar os traços complementares apontados nas entrevistas.

Loja de experiência, trabalho emocional e consumo: o trabalho dos vendedores e gerente da loja para a transmissão da experiência da marca Chilli Beans

O objetivo desta dissertação é compreender a forma como se estrutura o trabalho dos vendedores e gerente de uma loja de experiência para a transmissão da experiência da marca. O embasamento teórico que deu sustentação à pesquisa aborda discussões sobre o aspecto experiencial do consumo (Holbrook & Hirchsman, 1982b Pine & Gilmore, 2000), experiência da marca (Brakus et al., 2009) e trabalho emocional (Hochschild, 1982; Korczysnki, 2005). Este estudo buscou, através dos métodos shadowing e etnografia de curto prazo, analisar o trabalho dos vendedores e gerente de uma loja de experiência de marca brasileira Chilli Beans, para identificar como estes trabalhadores transmitem a experiência da marca aos consumidores. Os resultados foram coletados durante 45 dias de pesquisa em campo, realizada na loja de experiência da marca Chilli Beans localizada na Rua Oscar Freire, em São Paulo. Ao longo da pesquisa de campo foi possível obter informações sobre a rotina dos trabalhadores, treinamentos, reuniões de avaliação de desempenho e eventos, que proporcionaram a compreensão sobre o trabalho realizado na loja de experiência. Além disso, foram realizadas entrevistas com cinco funcionários da loja, do sexo feminino e masculino, entre 18 e 26 anos, residentes na cidade de São Paulo. Os resultados demonstraram que os trabalhadores utilizam o trabalho emocional para a transmissão da experiência da marca. O trabalho destes vendedores se caracteriza pela busca do atendimento pleno do consumidor, mediante interação emocional, soberania e encantamentos que direcionam o consumidor à aquisição de seus produtos. Para isso, a marca lança mão de treinamentos que objetivam desenvolver as habilidades e técnicas dos vendedores para envolver emocionalmente o consumidor, a fim de direcioná-lo à compra do produto.

CMS physics technical design report, volume II: Physics performance

CMS is a general purpose experiment, designed to study the physics of pp collisions at 14 TeV at the Large Hadron Collider ( LHC). It currently involves more than 2000 physicists from more than 150 institutes and 37 countries. The LHC will provide extraordinary opportunities for particle physics based on its unprecedented collision energy and luminosity when it begins operation in 2007. The principal aim of this report is to present the strategy of CMS to explore the rich physics programme offered by the LHC. This volume demonstrates the physics capability of the CMS experiment. The prime goals of CMS are to explore physics at the TeV scale and to study the mechanism of electroweak symmetry breaking - through the discovery of the Higgs particle or otherwise. To carry out this task, CMS must be prepared to search for new particles, such as the Higgs boson or supersymmetric partners of the Standard Model particles, from the start- up of the LHC since new physics at the TeV scale may manifest itself with modest data samples of the order of a few fb(-1) or less. The analysis tools that have been developed are applied to study in great detail and with all the methodology of performing an analysis on CMS data specific benchmark processes upon which to gauge the performance of CMS. These processes cover several Higgs boson decay channels, the production and decay of new particles such as Z' and supersymmetric particles, B-s production and processes in heavy ion collisions. The simulation of these benchmark processes includes subtle effects such as possible detector miscalibration and misalignment. Besides these benchmark processes, the physics reach of CMS is studied for a large number of signatures arising in the Standard Model and also in theories beyond the Standard Model for integrated luminosities ranging from 1 fb(-1) to 30 fb(-1). The Standard Model processes include QCD, B-physics, diffraction, detailed studies of the top quark properties, and electroweak physics topics such as the W and Z(0) boson properties. The production and decay of the Higgs particle is studied for many observable decays, and the precision with which the Higgs boson properties can be derived is determined. About ten different supersymmetry benchmark points are analysed using full simulation. The CMS discovery reach is evaluated in the SUSY parameter space covering a large variety of decay signatures. Furthermore, the discovery reach for a plethora of alternative models for new physics is explored, notably extra dimensions, new vector boson high mass states, little Higgs models, technicolour and others. Methods to discriminate between models have been investigated. This report is organized as follows. Chapter 1, the Introduction, describes the context of this document. Chapters 2-6 describe examples of full analyses, with photons, electrons, muons, jets, missing E-T, B-mesons and tau's, and for quarkonia in heavy ion collisions. Chapters 7-15 describe the physics reach for Standard Model processes, Higgs discovery and searches for new physics beyond the Standard Model.

The CMS experiment at the CERN LHC

The Compact Muon Solenoid (CMS) detector is described. The detector operates at the Large Hadron Collider (LHC) at CERN. It was conceived to study proton-proton (and lead-lead) collisions at a centre-of-mass energy of 14 TeV (5.5 TeV nucleon-nucleon) and at luminosities up to 10(34)cm(-2)s(-1) (10(27)cm(-2)s(-1)). At the core of the CMS detector sits a high-magnetic-field and large-bore superconducting solenoid surrounding an all-silicon pixel and strip tracker, a lead-tungstate scintillating-crystals electromagnetic calorimeter, and a brass-scintillator sampling hadron calorimeter. The iron yoke of the flux-return is instrumented with four stations of muon detectors covering most of the 4 pi solid angle. Forward sampling calorimeters extend the pseudo-rapidity coverage to high values (vertical bar eta vertical bar <= 5) assuring very good hermeticity. The overall dimensions of the CMS detector are a length of 21.6 m, a diameter of 14.6 m and a total weight of 12500 t.

Current erosion indices--flawed or valid? Summary

The problem of erosive tooth wear appears increasingly to be encountered by clinicians and researchers. An adequate way of defining and recording erosive tooth wear is essential in order to assess the extent of this clinical phenomenon, both on an individual level and in the population, and for the adequate provision of preventive and therapeutic measures. Well-established erosion indices have been used in most of these studies, although in many cases modifications have been made to suit the different research aims. This use of different indices is one reason why it still cannot be claimed that there is enough current knowledge on this clinical phenomenon. This article summarises the proceedings of a workshop to discuss the topic of dental erosion indices. The result of the workshop is the proposal for a new scoring system (Basic Erosive Wear Examination, BEWE) designed for use both within the research field and for dental clinicians, with the aims of standardising assessment of erosion for international comparisons, raising awareness and providing guidelines for treatment of erosive tooth wear in dental practice.

Is the present the key to the past? : A global characterization of modern sedimentary basins

Date of Acceptance: 06/05/2015 We thank the FORCE Consortium for funding this research, Rob Butler and Walter Wheeler for quality control on the global basin classification, and David MacDonald for reviewing an earlier draft of this manuscript. We also thank Gary Weissmann, Andrew Miall, Raymond Ingersoll, John Holbrook, Stephen Flint, and editor Ellen Thomas for their constructive reviews.

A curved RNA helix incorporating an internal loop with G·A and A·A non-Watson–Crick base pairing

The crystal structure of the RNA dodecamer 5′-GGCC(GAAA)GGCC-3′ has been determined from x-ray diffraction data to 2.3-Å resolution. In the crystal, these oligomers form double helices around twofold symmetry axes. Four consecutive non-Watson–Crick base pairs make up an internal loop in the middle of the duplex, including sheared G·A pairs and novel asymmetric A·A pairs. This internal loop sequence produces a significant curvature and narrowing of the double helix. The helix is curved by 34° from end to end and the diameter is narrowed by 24% in the internal loop. A Mn2+ ion is bound directly to the N7 of the first guanine in the Watson–Crick region following the internal loop and the phosphate of the preceding residue. This Mn2+ location corresponds to a metal binding site observed in the hammerhead catalytic RNA.

Stomatal plugs of Drimys winteri (Winteraceae) protect leaves from mist but not drought

Two outstanding features of the flowering plant family Winteraceae are the occlusion of their stomatal pores by cutin plugs and the absence of water-conducting xylem vessels. An adaptive relationship between these two unusual features has been suggested whereby stomatal plugs restrict gas exchange to compensate for the presumed poor conductivity of their vesselless wood. This hypothesized connection fueled evolutionary arguments that the vesselless condition is ancestral in angiosperms. Here we show that in Drimys winteri, a tree common to wet forests, these stomatal occlusions pose only a small fixed resistance to water loss. In addition, they modify the humidity response of guard cells such that under high evaporative demand, leaves with plugs lose water at a faster rate than leaves from which the plugs have been experimentally removed. Instead of being adaptations for drought, we present evidence that these cuticular structures function to maintain photosynthetic activity under conditions of excess water on the leaf surface. Stomatal plugs decrease leaf wettability by preventing the formation of a continuous water film that would impede diffusion of CO2 into the leaf. Misting of leaves had no effect on photosynthetic rate of leaves with plugs, but resulted in a marked decrease (≈40%) in leaves from which the plugs had been removed. These findings do not support a functional association between stomatal plugs and hydraulic competence and provide a new perspective on debates surrounding the evolution of vessels in angiosperms.

The crystal structure of the Rev binding element of HIV-1 reveals novel base pairing and conformational variability

The crystal and molecular structure of an RNA duplex corresponding to the high affinity Rev protein binding element (RBE) has been determined at 2.1-Å resolution. Four unique duplexes are present in the crystal, comprising two structural variants. In each duplex, the RNA double helix consists of an annealed 12-mer and 14-mer that form an asymmetric internal loop consisting of G-G and G-A noncanonical base pairs and a flipped-out uridine. The 12-mer strand has an A-form conformation, whereas the 14-mer strand is distorted to accommodate the bulges and noncanonical base pairing. In contrast to the NMR model of the unbound RBE, an asymmetric G-G pair with N2-N7 and N1-O6 hydrogen bonding, is formed in each helix. The G-A base pairing agrees with the NMR structure in one structural variant, but forms a novel water-mediated pair in the other. A backbone flip and reorientation of the G-G base pair is required to assume the RBE conformation present in the NMR model of the complex between the RBE and the Rev peptide.

Prediction of protein folding class using global description of amino acid sequence.

We present a method for predicting protein folding class based on global protein chain description and a voting process. Selection of the best descriptors was achieved by a computer-simulated neural network trained on a data base consisting of 83 folding classes. Protein-chain descriptors include overall composition, transition, and distribution of amino acid attributes, such as relative hydrophobicity, predicted secondary structure, and predicted solvent exposure. Cross-validation testing was performed on 15 of the largest classes. The test shows that proteins were assigned to the correct class (correct positive prediction) with an average accuracy of 71.7%, whereas the inverse prediction of proteins as not belonging to a particular class (correct negative prediction) was 90-95% accurate. When tested on 254 structures used in this study, the top two predictions contained the correct class in 91% of the cases.

Letter from Daniel Upton to James Savage, 1799 September 29

Daniel Upton wrote this letter from Machias, Maine on September 29, 1799; it is addressed to James Savage, who was then a freshman at Harvard College. In the letter, Upton advises Savage to study ardently, avoiding the temptation to procrastinate. He thanks Savage for having sent him a copy of "Mr. Lowell's oration" and sends greetings to a Mr. Holbrook and Mr. Jones. He also passes along the fond wishes of those in Machias who know Savage, including John Cooper and his wife, Phineas Bruce and his wife, and Hannah Bruce (Upton's future wife). Upton explains that he is writing the letter in a hurry because he is sending it on board with Captain Merryman, who is about to set sail, presumably for Boston.

Norfolk County, Massachusetts, 1858 (Image 4 of 4) (Raster Image)

This layer is a georeferenced raster image of the historic paper map entitled: Map of the county of Norfolk, Massachusetts, based upon the details of the trigonometrical survey of the state; the details from actual surveys under the direction of Henry F. Walling. Supt. of the state map. It was published by Smith & Bumstead in 1858. Scale [ca. 1:40,000]. This layer is image 4 of 4 total images, representing the northeast portion of the four sheet source map.The image inside the map neatline is georeferenced to the surface of the earth and fit to the Massachusetts State Plane Coordinate System, Mainland Zone (in Feet) (Fipszone 2001). All map collar and inset information is also available as part of the raster image, including any inset maps, profiles, statistical tables, directories, text, illustrations, index maps, legends, or other information associated with the principal map. This map shows features such as roads, railroads, drainage, public buildings, schools, churches, cemeteries, industry locations (e.g. mills, factories, mines, etc.), private buildings with names of property owners, town and school district boundaries, and more. Relief shown by hachures. It includes many cadastral insets of individual county towns and villages. It also includes illustrations, business directories, and tables of statistics and distances.This layer is part of a selection of digitally scanned and georeferenced historic maps of Massachusetts from the Harvard Map Collection. These maps typically portray both natural and manmade features. The selection represents a range of regions, originators, ground condition dates (1755-1922), scales, and purposes. The digitized selection includes maps of: the state, Massachusetts counties, town surveys, coastal features, real property, parks, cemeteries, railroads, roads, public works projects, etc.

Boston and vicinity, Massachusetts, 1776 (Raster Image)

This layer is a georeferenced raster image of the historic paper map entitled: An accurate map of the country round Boston in New England. It was originally published by Archibald Hamilton in Town and country magazine (London), Jan. 16, 1776. Scale [ca. 1:362,500]. The image inside the map neatline is georeferenced to the surface of the earth and fit to the Massachusetts State Plane Coordinate System, Mainland Zone (in Feet) (Fipszone 2001). All map collar and inset information is also available as part of the raster image, including any inset maps, profiles, statistical tables, directories, text, illustrations, or other information associated with the principal map. This map shows features such as roads, drainage, selected public buildings, town boundaries and more. Relief is shown by hachures. Includes ancillary map: A plan of Boston and Charlestown, from a drawing made in 1771, with index to points of interest. This layer is part of a selection of digitally scanned and georeferenced historic maps of Massachusetts from the Harvard Map Collection. These maps typically portray both natural and manmade features. The selection represents a range of regions, originators, ground condition dates (1755-1922), scales, and purposes. The digitized selection includes maps of: the state, Massachusetts counties, town surveys, coastal features, real property, parks, cemeteries, railroads, roads, public works projects, etc.