Marketing para jovens consumidores de café: estratégias para o mercado brasileiro

Empresas de diferentes setores, dentro da nova estrutura competitiva, cientes da importância de satisfazer as necessidades dos consumidores, vêm provocando mudanças nos hábitos e costumes da população. Novos alimentos e novas formas de distribuição têm sido introduzidos, acompanhados de agressivas campanhas publicitárias. O setor de café, confiante na sua tradição, não acompanhou o ritmo de modernização e de marketing do setor de bebidas, tendo como conseqüência uma significativa perda de participação no mercado e redução no consumo. Este trabalho tem como objetivo conhecer o consumidor jovem de café no Brasil e sugerir estratégias mercadológicas que possam estimulá-lo a consumir mais o produto. Através da técnica de análise de grupos foram realizados estudos qualitativos na cidade "de São "Paulo e estudos quantitativos na cidade. de Belo Horizonte. Analisados os resultados, e identificado o significado do café para este público jovem, foram sugeridas estratégias genéricas que contribuam para o aumento do consumo de café no mercado interno. Os resultados mostram que predomina, entre os jovens universitários, uma imagem negativa em relação ao café. Muito associado ao cigarro e ao vicio, 54% dos entrevistados não têm o hábito de tomar café, além de associar a imagem do café a uma pessoa adulta, que trabalha muito, estressada e cheia de responsabilidades. Quem toma aprendeu com a família, por um hábito, ou no trabalho. Como aspectos positivos consideram o café como estimulante e muito associado a um intervalo, descanso e relaxamento. Consideram que o café ainda mantém sua postura tradicional, não é um produto prático e adequado ao jovem e as propagandas não falam com o jovem. Estratégias de marketing elaboradas com vistas ao futuro consumidor de café devem descobrir os valores que norteiam os interesses dos jovens de hoje para construir produtos, embalagens, formas de consumo e de comunicação que façam sentido em seu mundo. Pois esse mundo é diferente daquele onde o café tem ou teve um lugar de honra: o lar brasileiro. Da forma como vem sendo percebido hoje pelos jovens, constata-se que é preciso mudar se quiser permanecer.

Leadership of portuguese community schools in the East Coast of the United States and the public policies of education: a multiple case studies

The Portuguese community schools of the United States located in the areas of larger Portuguese population concentration are social organizations that come materializing throughout decades the designs of the educative policies of the Portuguese government in relation to the expansion and preservation of the language, the culture and the history of Portugal. These designs of the educative policies are enrolled in the Constitution of the Republic (1976), in the Basic Law of Educative System (1986) and, over all, in the successive legislative norms (Decree-laws and ordinances) of the successive governments. Portuguese community schools in the United States are structuralized in analogous way to schools of the Portuguese geographic space. For this qualitative study (multiple case), four directors of Portuguese schools of the East Coast of the United States were interviewed; two schools are in the state of Rhode Island and the other two are in the state of Massachusetts. Also, it was administered the questionnaire on practices of leadership “Leadership Practices Inventory” (LPI) of Kouzes and Posner (2002) to collect additional data about practices of leadership on the directors of the schools. The LPI evaluates practices of leadership classifying them in five domains: (a) Model the way; (b) Inspire a shared vision; (c) Challenge the process; (d) Enable others to act; and, (e) Encourage the heart. Results of this qualitative research indicate that the Portuguese Government has not had an educative policy stimulant, coherent and consistent of support, incentive, maintenance and diffusion of the Portuguese language and culture and the directors of the studied schools they have a proactive and serving leadership style in conducting the management of Portuguese community schools. The five practices of leadership are highly practiced by the directors of the studied schools above all the practices “Enable others to act” and “Encourage the heart”.

Processo de implantação de um sistema integrado de gestão em uma organização pública à luz da teoria da hospitalidade :um estudo de caso

In the present time, public organizations are employing more and more solutions that uses information technology in order to ofer more transparency and better services for all citizens. Integrated Systems are IT which carry in their kernel features of integration and the use of a unique database. These systems bring several benefits and face some obstacles that make their adoption difficult. The conversion to a integrated system may take years and, thus, the study of the adoption of this IT in public sector organizations become very stimulant due to some peculiarities of this sector and the features of this technology. First of all, information about the particular integrated system in study and about its process of conversion are offered. Then, the researcher designs the configuration of the conversion process aim of this study the agents envolved and the moments and the tools used to support the process in order to elaborate the methodology of the conversion process understood as the set of procedures and tools used during all the conversion process. After this, the researcher points out, together with all the members of the conversion team, the negative and positive factors during the project. Finally, these factors were analysed through the Hospitality Theory lens which, in the researcher opinion, was very useful to understand the elements, events and moments that interfered in the project. The results consolidated empirically the Hospitality Theory presumptions, showing yet a limitation of this theory in the case in study

Genetic diversity of natural populations of Anemopaegma arvense (Bignoniaceae) in the Cerrado of São Paulo State, Brazil

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Preferência alimentar de Dione juno juno (Cramer) por genótipos de maracujazeiro e avaliação do uso de extratos aquosos

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Efeito de giberelina (GA3) e do bioestimulante 'Stimulate' na indução floral e produtividade do maracujazeiro-amarelo em condições de safra normal

O objetivo do trabalho foi avaliar os efeitos de GA3, nas concentrações de 100; 200 e 300mg L-1 e do bioestimulante Stimulate®, em doses de 2,08; 4,17 e 6,25mL L-1, em duas aplicações via foliar, acrescidas de espalhante adesivo Silwett® a 0,05% e a exposição dos ramos à luminosidade, na indução floral e produtividade do maracujazeiro-amarelo, em condições de safra normal, em Araguari-MG. Aos 30 dias após a primeira aplicação dos tratamentos, iniciaram-se as avaliações do número de flores, com contagens diárias, nos dois lados da espaldeira, nos meses de setembro de 2002 a março de 2003. As colheitas dos frutos foram realizadas semanalmente, no período de novembro de 2002 a abril de 2003, observando-se a produção. O GA3 e o Stimulate não proporcionaram efeito significativo no número de flores, nas sete épocas, assim como no número total de flores. Não houve efeito dos tratamentos para a produtividade e produção total de frutos. Os ramos sob luminosidade pela tarde apresentaram maior número de flores, nos meses de setembro, dezembro, fevereiro e março. A interação entre os tratamentos e a exposição dos ramos à luminosidade não foi significativa para o número de flores, nas épocas avaliadas.

Preferência de Bemisia tabaci biótipo B para oviposição em cultivares de algodoeiro

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

A Inclusão da pessoa com deficiência visual na UFRN: a percepção dos acadêmicos

A partir des deux dernières décénnies, des changements importants ont touché l éducation des personnes aux besoins éducatifs spéciaux. On est dans une quête permanente de leur inclusion dans les différents niveaux de l enseignement régulier. De ce fait, les institutions éducationnelles se confrontent avec le défi du changement, devant s adapter de plus en plus aux besoins de ces élèves et devenir plus récptives à l égard de tous. Malgré la lenteur de ce changement, cela favorise beaucoup l accès des élèves à des niveaux d enseignement que jamais on aurait supposés, tels que l enseignement supérieur. C est bien dans ce contexte qu au cours de l année 2002 des étudiants handicapés visuels ont accédé aux formations de Philosophie, Economie et Sciences Sociales de l Université Fédérale do Rio Grande do Norte. Cela nous a motivé à conduire une analyse, au cours de 2003, pour connaître de plus près ce processus d inclusion universitaires de trois étudiants handicapés visuels. Comme méthode nous avons utilisé l étude de cas, et l entretien comme instrument de collecte des données. Après l analyse, les résultats montrent bien que l inclusion a permis à ces étudiants de surmonter un tas de barrières, telles que l examen d accès à l Université (Vestibular), outre la chance de se socialiser et d être bénéficiaires d expériences qui, suscités dans un milieu universitaire, vont au-delà de l univers académique. Les collègues de ces étudiants, auprès desquels ils convivent, eux-aussi ont été les bénéficiaires, du fait qu ils ont eu l opportunité d apprendre ensemble les uns avec les autres, tout en respectant leur limitations et potentialités, mais en les appuyant et en les stimulant de mieux en mieux. Il faut reconnaître que plusieurs actions au sein de l Université envisageant l accès et la permanence de ces étudiants ont été couronnées de succès, mais force est de dire qu il y a aussi beaucoup de choses à faire en ce qui concerne : la préparation du corps enseignant et des fonctionnaires ; l orientation de la communauté plus élargie ; la chute des barrières pédagogiques et attitudinales, et surtout l appui humain et matériel indispensables au plein développement de ces étudiants

Effects of caffeine on locomotor activity of horses: Determination of the no-effect threshold

Caffeine is the legal stimulant consumed most extensively by the human world population and may be found eventually in the urine and/or blood of race horses, the fact that caffeine is in foods led us to determine the highest no-effect dose (HNED) of caffeine on the spontaneous locomotor activity of horses and then to quantify this substance in urine until it disappeared. We built two behavioural stalls equipped with juxtaposed photoelectric sensors that emit infrared beams that divide the stall into nine sectors in a 'tic-tac-toe' fashion. Each time a beam was interrupted by a leg of the horse, a pulse was generated; the pulses were counted at 5-min intervals and stored by a microcomputer. Environmental effects were minimized by installing exhaust fans producing white noise that obscured outside sounds. One-way observation windows prevented the animals from seeing outside. The sensors were turned on 45 min before drug administration (saline control or caffeine), the animals were observed for up to 8 h after i.v. administration of 2.0, 2.5, 3.0 or 5.0 mg caffeine kg(-1). The HNED of caffeine for stimulation of the spontaneous locomotor activity of horses was 2.0 mg kg(-1). The quantification of caffeine in urine and plasma samples was done by gradient HPLC with UV detection. The no-effect threshold should not be greater than 2.0 mug caffeine ml(-1) plasma or 5.0 mug caffeine ml(-1) urine. Copyright (C) 2001 John Wiley & Sons, Ltd.

Educação - Corporeidade - Lazer: saber da experiência cultural em prelúdio

In the passage of life, the labyrinth of songs and corners are propitious ways for a better comprehension, perception and incorporation of learnings that emerge from our subjectiveness in a magic caught by senses. Eyesight, taste, hearing, touch and smell in communication with the world, put us in front of cultural diversities. The ludicity accumulated by experiences promote the flow of hilarious and concrete discoveries that express themselves in work and leisure demonstrations. Such reflections emerge indicators to the problematic construction centralized in the incorporation of cultural experience knowledge to the formation process and professional interventions in this rule and area. From this significant problematic, aiming to deepen studies, we favored leisure as field of investigative production in full expansion. This, for sure, was an exercise of qualification that guided us through meander of education and made us dip into studies about the corporeity. A research in which the scenery was painted and constructed with the complicity of the culture lived with shine, colors, rhythm and drummings of one of the most present cultural cycles: carnival. Recognized as a stimulant for beauty, participation, socialization, and helped us to enter in the essence of gestures and expressions of corporeity, to think, elaborate and socialize a critic-scientific knowledge which, appropriating from the rhythm of colors, of sounds, of tonalities, of senses and of meanings impregnated in the web of life. All these things seduced the researcher, making imagination flow amid ludic-creative dialogues with the imaginary of researchers creation and production in the rule and area of leisure, education and corporeity. Option that made us outline as objective to investigate and interpret how leisure teachers-researchers, from their studies, researches and interventions, locate and incorporate the knowledge from cultural experience to the formation process and intervention of professionals in this rule and in this area, emphasizing the contributions from this knowledge to fence and qualify this praxis. So, as living each cultural scenery, each epistemological contribution was feeding the production with images of the different versions of the Brazilian breedings, creating and raising expectations and new discoveries and newcomers. With the seriousness of a scientific study, we lived an xxiii academic experience with complex intensity, rigor and coherence, eliminating, step by step, the risks and limitations always present in a work of this magnitude. However, we weren t, even for one moment, alone. Our epistemic regard always maintained mediated by the principles of a methodological approach - the Etnomethodology, that while central guide provided us clues to unveil the lived world by our people-playful , in a universe of 15 members, that allowed themselves to comprehend, comment, analyze. This way, grasping the object in interactions arised and provoked by narrative interview, it was systematically dialected by (re) interpretation of images and formulations of people-playful, enriched by their beliefs, myths, conceptions and rituals inherent to knowledge from cultural experience, which each one attuned with Brazilian and international history, in a mixture of senses echoed from songs and tales. Inspired in drummings and percussions, clothing and choreographies of gestures and expressions, in mixtures produced in unit interactions in the multiplicity shown as necessary requests to the totality of life, with ludicity the rescue of the past, the conquest of present and the construction of future was the axle guide. This rich process of scientific creation made us realize that is possible qualify and empower the praxis in the rule and area of leisure incorporating the knowledge from cultural experience. What also becomes possible is the recuperation of objective revolutionaries and changing conditions of praxis itself with the view of strengthening and triggerment of vital elements in the rule and area of leisure. We also reaffirm that from this praxis emerge elements necessary to human formation in plenitude, by the appropriation of knowledge that guide the facing of challenges of a complex and plural world that valorize education, corporeity and leisure

Repeated exposure of adolescent rats to oral methylphenidate does not induce behavioral sensitization or cross-sensitization to nicotine

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

The reinstatement of amphetamine-induced place preference is long-lasting and related to decreased expression of AMPA receptors in the nucleus accumbens

A great deal of effort has been devoted to elucidating the psychopharmacology underlying addiction and relapse. Long-term neuroadaptations in glutamate transmission seem to be of great relevance for relapse to stimulant abuse. In this study, we investigated amphetamine-induced conditioned place preference during adolescence and the reinstatement of the conditioned behavior following a priming injection of the drug 1 day (adolescence), 30 days (early adulthood) and 60 days (adulthood) after the extinction test. The nucleus accumbens was dissected immediately after the reinstatement test to examine alterations in GluR1 and NR1 subunits of glutamatergic receptors. Our results showed that a priming injection of amphetamine was able to reinstate the CPP 1 and 30 days after extinction. However, it failed to reinstate the conditioned response after 60 days. GluR1 levels were decreased on days 1 and 30 but not on day 60 while NR1 levels were unaltered in the reinstatement test. Using a relapse model we found that reinstatement of amphetamine-induced conditioning place preference during adolescence is long lasting and persists through early adulthood. Decreased levels of GluR1 in the nucleus accumbens might be related to the reinstatement of amphetamine-induced conditioning place preference. (C) 2008 IBRO. Published by Elsevier Ltd. All rights reserved.

Comparison of caffeine-induced locomotor activity between adolescent and adult rats

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Uso de regulador de crescimento em cultivares de feijão de inverno

A aplicação de reguladores vegetais, com a finalidade de aumentar a produtividade das culturas, tem merecido, nos últimos anos, grande atenção de pesquisadores. No entanto, alguns resultados têm se mostrado contraditórios. em face disto, este estudo teve como objetivo verificar os efeitos da aplicação de regulador vegetal sobre os componentes da produção e a produtividade de grãos de duas cultivares de feijão de inverno, em condições de Cerrado. O experimento foi realizado no outono-inverno de 2007, na Fazenda Experimental da Unesp, Campus de Ilha Solteira, localizada no município de Selvíria (MS). O delineamento experimental foi o de blocos casualizados, no esquema em faixas, com quatro repetições. Os tratamentos constituíram-se da combinação de cinco doses do regulador vegetal (0 L ha-1 0,5 L ha-1 1,0 L ha-1 1,5 L ha-1 e 2,0 L ha-1, que é composto por três hormônios vegetais (cinetina, ácido giberélico e ácido indolbutírico), em duas épocas de aplicação: no estádio vegetativo (V4) e reprodutivo (R5). Características vegetativas como altura das plantas de feijão, altura de inserção da primeira vagem, número de grãos por vagem e massa de 100 grãos não foram afetadas pela aplicação do produto. No entanto, sua aplicação no estádio reprodutivo (R5) aumentou o número de grãos por planta e a produtividade de grãos das cultivares de feijoeiro Carioca Precoce e IAC Apuã. Para este aumento, a melhor dose foi 2 L ha-1do regulador vegetal.

Could zinc prevent reproductive alterations caused by cigarette smoke in male rats?

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)