A influência da comunicação de Marketing na Indústria da Beleza

O presente trabalho situa-se entre compreender o papel que a comunicação realizada pelo marketing da indústria de beleza desempenha, para o desenvolvimento e crescimento em suas vendas, por meio da influência constituída e disseminada pelos padrões de beleza, impostos pela mídia por meio da visão dos profissionais, que contribuem diretamente em sua atualização e divulgação de informações dessa mesma indústria da beleza. E por outro lado, os consumidores se mantêm informados acerca dos lançamentos de produtos e serviços. Nesta perspectiva, a influência apresentada por meio dos padrões de beleza, que vão sendo constituídos pela indústria de beleza e impostos por seu próprio marketing, mostra-se como o nosso objetivo de investigação, que em nossa pesquisa pretendemos apresentar um estudo a respeito da importância dada à influência desta comunicação do marketing para os profissionais de vários segmentos desta grande área da beleza e a relação com os seus profissionais e consumidores. Levamos em consideração aprioristicamente que a comunicação realizada pelo marketing é um recurso extremamente eficaz, para gerar influência a partir de sua divulgação. Estas informações por sua vez são reproduzidas pelos profissionais, que atuam na área da beleza por meio de seus vários segmentos. Eles constituem o objeto desta pesquisa. Há constatações evidentes da influência da comunicação constituída pelo marketing na indústria da beleza, porém, este trabalho investigativo toma como foco empírico, estes profissionais que estão diretamente ligados e atuantes na área da beleza e são agentes que materializam para os clientes o que há de mais inovador no mercado de produtos e serviços de beleza. Por ambicionar investigar a comunicação via o marketing, os profissionais da indústria da beleza e os clientes, esta investigação possui uma perspectiva transversal, que constitui o nosso objetivo.

Fatores que influenciam o uso do marketing de guerrilha nas empresas em Portugal

Atualmente vivemos numa era em que a publicidade nos rodeia através de várias formas e onde as empresas esforçam-se cada vez mais para tornar eficaz a mensagem que pretendem passar. O uso de métodos convencionais, como a televisão, rádio, ou até outdoors, está a tornar-se pouco eficaz. Em muito pouco tempo, nos últimos vinte anos, a Internet mudou a nossa forma de viver, sendo até comparado ao Renascimento e à Revolução Industrial. As gerações mais recentes nasceram rodeadas deste “boom” publicitário, o que as tornou imunes. De forma a contornar este problema, surge Levinson em 1989 onde apresenta uma forma de minimizar este efeito e ao mesmo tempo proporcionar a que pequenas empresas tenham capacidade de competir com as maiores (Levinson, 2007). Assim, o marketing de guerrilha caracteriza-se por estar normalmente associado a implementações de baixo custo, que por vezes são irrepetíveis, pois conseguem alcançar um impacto “wow” significativo junto do grande público (Oliveira & Ferreira, 2013). O presente estudo contribui para a literatura do marketing de guerrilha existente, realizando assim uma compilação acerca do desenvolvimento desta temática até aos dias de hoje. De forma a perceber quais são os fatores que influenciam o uso do marketing de guerrilha pelas empresas portuguesas, foram inquiridas 140 empresas de todo o país, através de um questionário com base no estudo desenvolvido por Overbeek (2012). Através desta investigação exploratória, numa área ainda pouco explorada em Portugal, até à data, em especial a nível académico, “verificou-se que existe uma grande procura por este tipo de ferramentas não convencionais, tanto que, verificou-se que 86,4% da amostra já presenciou uma ação de guerrilha, no entanto apenas 36,4% admite já ter implementado na sua empresa, o que levanta a questão do porquê de uma taxa tão reduzida de utilização deste tipo de abordagem não convencional (Almeida & Au-Yong-Oliveira, 2015, p.1). A explicação poderá estar ligada à grande aversão à incerteza que existe em Portugal (Hofstede, 2001), e ao receio da mudança e da experimentação de novos produtos em Portugal (Steenkamp et al., 1999). Fatores que não irão mudar durante décadas, dado o tempo que demora a mudar culturas nacionais (Hofstede, 2001). Verifica-se também que na amostra das 140 empresas se destacam pessoas formadas (ao grau de licenciatura e mestrado) em Marketing (18,7% da amostra), Design (15,7%), Gestão (10,4%) e Tecnologias da Informação e Comunicação (7,9%). Pode-se concluir que são as quatro áreas fundamentais, ou pelo menos a necessidade existe em ter conhecimento nestas quatro áreas atualmente. Devido à [pequena] dimensão das empresas, um colaborador que tenha estas quatro competências tem uma vantagem competitiva face aos restantes, no que toca a hard skills.

Marketing desportivo, envolvimento, lealdade e compromisso psicológico

O presente trabalho pretende estudar a relação existente entre o consumo de ações de marketing desportivo e o envolvimento clubístico, compromisso psicológico e a lealdade clubística. O estudo procura apresentar as ações de marketing desportivo que influenciam a criação e fortalecimento das ligações psicológicas entre os fãs desportivos e os seus clubes favoritos com o objetivo de atingir uma fidelização. Criar uma ampla base de fãs fidelizados é importante para os clubes desportivos, pois tem uma influência direta na sua imagem e receita financeira. Numa primeira fase, foi realizado um levantamento bibliográfico sobre estudos já realizados na área que se pretende estudar. Num segundo momento, realizou-se uma fase experimental através da aplicação de questionários que foram analisados quantativamente, numa amostra de 164 participantes. Os resultados obtidos demonstraram uma forte relação entre as dimensões estudadas (envolvimento, compromisso psicológico e lealdade) e o consumo de ações de marketing desportivo e permitiram ainda concluir que os fãs homens e os fãs jovens são os mais consumidores de ações de marketing desportivo. Os resultados postulam ainda que os estudos realizados nesta área são limitados, de modo que o aprofundamento no assunto aguarda por investigações futuras.

Caracterização da fração de óleo de café extraido de grãos sadios, verdes e preto-verdes, e a influência na adição deste na sensorial de café liofilizado

The application of roasted coffee oil directly on freeze dried soluble coffee is used to minimize the formation of fine poder which adhere on the glass packaging, which results in a negative visual appearance, as well as contributes to the aromatic impact when opening the packaging. The coffee oil is considered a high cost product obtained from Arabica coffee beans, previosly selected and roasted, by mechanical press. In Brazil the coffee culture and marketing results in the selection of the beans by type of defects and beverage, the volume of exportation works with types of coffee beans with low quantity of defects resulting in a large volume of defective coffee beans trading on the domestic market. Nevertheless, coffees which present defective grains like green, black-green beans present differences in the final flavor of the roasted coffees. The aim of this study was to evaluate the chemical composition of the oils extracted from grains classified as normal, green and black-green, at natural and roasted conditions. The oil was obtained by cold extraction using solvents of different polarities, and yield was calculated as well as its fatty acid composition. The oil of the roasted defective coffee grains was also used to prepare drinks of lyophilized soluble coffee in order to verify if jugdes were able to differenciate the sensory caracteristics of the beverages, in comparison to the product prepared using commercial oil obtained by mechanical pressing. Samples of oil obtained from defective grains showed similar extraction yields compared to hot extraction. Cromatographs of oils of the deffective grains did not showed differences compared to normal grains. In relation to the sensory analysis of the soluble coffee beverages, it was verified that when applying oils of light roasted black-green beans or oils of medium and dark roasted green beans obtained with rapid process, judges had more difficulties to distinguish differences between samples. Economic viability demonstrated that with the actual prices of the coffee beans, the use of defective beans could reduce in 64% the costs of the raw beans.

Licenciamento Ambiental: uma ferramenta de marketing - O caso de uma empresa agro-alimentar

Mestrado em Gestão e Empreendedorismo

Influence of laparoscopy and laparotomy on gasometry, leukocytes and cytokines in a rat abdominal sepsis model

Laparoscopic surgery is associated with reduced surgical trauma, and less acute phase response, as compared with open surgery. Cytokines are important regulators of the biological response to surgical and anesthetic stress. The aim of this study was to determine if CO2 pneumoperitoneum would change cytokine expression, gas parameters and leukocyte count in septic rats. Methods: Wistar rats were randomly assigned to five groups: control (anesthesia only), laparotomy, CO2 pneumoperitoneum, cecum ligation and puncture by laparotomy, and laparoscopic cecum ligation and puncture. After 30 min of the procedures, arterial blood samples were obtained to determine leukocytes subpopulations by hemocytometer. TNFα, IL-1β, IL-6 were determined in intraperitoneal fluid (by ELISA). Gas parameters were measured on arterial blood, intraperitoneal and subperitoneal exsudates. Results: Peritoneal TNFα, IL-1β and IL-6 concentrations were lower in pneumoperitoneum rats than in all other groups (p<0.05). TNFα, IL-1β and IL-6 expression was lower in the laparoscopic than in laparotomic sepsis (p<0.05). Rats from laparoscopic cecum ligation and puncture group developed significant hypercarbic acidosis in blood and subperitoneal fluid when compared to open procedure group. Total white blood cells and lymphocytes were significantly lower in laparoscopic cecum ligation and puncture rats than in the laparotomic (p<0.01). Nevertheless, the laparotomic cecum ligation rats had a significant increase in blood neutrophils and eosinophils when compared with controls (p<0.05). Conclusions: This study demonstrates that the CO2 pneumoperitoneum reduced the inflammatory response in an animal model of peritonitis with respect to intraperitoneal cytokines, white blood cell count and clinical correlates of sepsis. The pneumoperitoneum produced hypercarbic acidosis in septic animals

Influence of Splenectomy on the Biodistribution of Technetium-99m Dimercaptosuccinic Acid (99mTc-DMSA) in Rats

This study aimed to evaluate if the splenectomy alters the biodistribution of 99mTc-DMSA and renal function in Wistar rats. The animals were separated in the groups: splenectomy (n = 6) and control (n = 6). After splenectomy (15 days), the administration of 0.1ml of 99mTc-DMSA IV (0.48 MBq) was carried out. Thirty minutes later, kidney, heart, lung, thyroid, stomach, bladder and femur and samples of blood were isolated. The organs were weighed, counted and the percentage of radioactivity -g (%ATI-g) determined. Serum urea and creatinine, hematocrit, leukocytes and platelets were measured. Statistics by t test (p<0.05) was done. There was a significant reduction in %ATI-g in kidney and blood (p<0.05) of splenectomized animals, a significant increase (p<0.05) of urea (88.8 ± 18.6 mg-dL) and creatinine (0.56 ± 0.08 mg-dL), compared to the controls (51.5±1.6, 0.37±0.02mg-dL, respectively), as well as increase in platelets and leucocytes, and hematocrit reduction. The analysis of the results indicates that in rats, splenectomy seems to alter the renal function and the uptake of 99mTc-DMSA

Refocusing regulatory exclusivities: Regulatory data protection and marketing exclusivity as forms of pharmaceutical innovation policy

Protection of innovation in the pharmaceutical industry has traditionally been realised through protection of inventions via patents. However, in the European Union regulatory exclusivities restricting market entry of generic products confer tailored, industry specific protection for final, marketable products. This paper retraces the protection conferred by the different forms of exclusivity and assesses them in the light of recent transparency policies of the European Medicines Agency. The purpose of the paper is to argue for rethinking the role of regulatory data as a key tool of innovation policy and for refocusing the attention from patents to the existing regulatory framework. After detailed assessment of the exclusivity regime, the paper identifies key areas of improvement calling for reassessment so as to promote better functioning of the regime as an incentive for accelerated innovation. While economic and public health analysis necessarily provide final answers as to necessity of reform, this paper provides a legal perspective to the issue, appraising the current regulatory framework and identifying areas for further analysis.

Rootstock selection, nitrogen and calcium influence postharvest disease in avocado

Field trials evaluating several parameters of growth, fruit yield and quality of 'Hass' avocado grafted to different rootstocks were established in 2004-2005 in four different growing regions of Australia. Fruit were harvested in three seasons from 2008, ripened and assessed for severity and incidence of anthracnose and stem end rot diseases. Peel samples were collected at harvest and analysed for concentrations of the cations (N, K, Ca, Mg). Rootstock significantly affected marketability of fruit (no stem end rot and less than 5% anthracnose) in 58% of the total number of trials evaluated, with better quality fruit harvested from 'Hass' grafted to Guatemalan or West Indian rootstocks such as 'A10' or 'Velvick'. Fruit quality was frequently poor from trees grafted to Mexican race rootstocks, regardless of growing location. Correlation analyses showed that fruit from rootstocks with superior fruit quality was often associated with lower skin N and higher Ca concentrations. There were significant positive correlations between anthracnose and skin N or N:Ca ratio in 75% of trials evaluated. There was a significant negative correlation between anthracnose and Ca in 42% of trials. The correlations between stem end rot and skin N (positive) or Ca (negative) were each significant in 42% of trials. Based on the results in this project, N:Ca ratios in the skin of unripe avocado fruit at harvest may provide one of the best indicators of potential postharvest disease in ripe fruit, and may have implications for fertiliser regimes.

Epidemiology and genetic architecture of blood pressure: a family based study of Generation Scotland

Hypertension is a major risk factor for cardiovascular disease and mortality, and a growing global public health concern, with up to one-third of the world’s population affected. Despite the vast amount of evidence for the benefits of blood pressure (BP) lowering accumulated to date, elevated BP is still the leading risk factor for disease and disability worldwide. It is well established that hypertension and BP are common complex traits, where multiple genetic and environmental factors contribute to BP variation. Furthermore, family and twin studies confirmed the genetic component of BP, with a heritability estimate in the range of 30-50%. Contemporary genomic tools enabling the genotyping of millions of genetic variants across the human genome in an efficient, reliable, and cost-effective manner, has transformed hypertension genetics research. This is accompanied by the presence of international consortia that have offered unprecedentedly large sample sizes for genome-wide association studies (GWASs). While GWAS for hypertension and BP have identified more than 60 loci, variants in these loci are associated with modest effects on BP and in aggregate can explain less than 3% of the variance in BP. The aims of this thesis are to study the genetic and environmental factors that influence BP and hypertension traits in the Scottish population, by performing several genetic epidemiological analyses. In the first part of this thesis, it aims to study the burden of hypertension in the Scottish population, along with assessing the familial aggregation and heritialbity of BP and hypertension traits. In the second part, it aims to validate the association of common SNPs reported in the large GWAS and to estimate the variance explained by these variants. In this thesis, comprehensive genetic epidemiology analyses were performed on Generation Scotland: Scottish Family Health Study (GS:SFHS), one of the largest population-based family design studies. The availability of clinical, biological samples, self-reported information, and medical records for study participants has allowed several assessments to be performed to evaluate factors that influence BP variation in the Scottish population. Of the 20,753 subjects genotyped in the study, a total of 18,470 individuals (grouped into 7,025 extended families) passed the stringent quality control (QC) criteria and were available for all subsequent analysis. Based on the BP-lowering treatment exposure sources, subjects were further classified into two groups. First, subjects with both a self-reported medications (SRMs) history and electronic-prescription records (EPRs; n =12,347); second, all the subjects with at least one medication history source (n =18,470). In the first group, the analysis showed a good concordance between SRMs and EPRs (kappa =71%), indicating that SRMs can be used as a surrogate to assess the exposure to BP-lowering medication in GS:SFHS participants. Although both sources suffer from some limitations, SRMs can be considered the best available source to estimate the drug exposure history in those without EPRs. The prevalence of hypertension was 40.8% with higher prevalence in men (46.3%) compared to women (35.8%). The prevalence of awareness, treatment and controlled hypertension as defined by the study definition were 25.3%, 31.2%, and 54.3%, respectively. These findings are lower than similar reported studies in other populations, with the exception of controlled hypertension prevalence, which can be considered better than other populations. Odds of hypertension were higher in men, obese or overweight individuals, people with a parental history of hypertension, and those living in the most deprived area of Scotland. On the other hand, deprivation was associated with higher odds of treatment, awareness and controlled hypertension, suggesting that people living in the most deprived area may have been receiving better quality of care, or have higher comorbidity levels requiring greater engagement with doctors. These findings highlight the need for further work to improve hypertension management in Scotland. The family design of GS:SFHS has allowed family-based analysis to be performed to assess the familial aggregation and heritability of BP and hypertension traits. The familial correlation of BP traits ranged from 0.07 to 0.20, and from 0.18 to 0.34 for parent-offspring pairs and sibling pairs, respectively. A higher correlation of BP traits was observed among first-degree relatives than other types of relative pairs. A variance-component model that was adjusted for sex, body mass index (BMI), age, and age-squared was used to estimate heritability of BP traits, which ranged from 24% to 32% with pulse pressure (PP) having the lowest estimates. The genetic correlation between BP traits showed a high correlation between systolic (SBP), diastolic (DBP) and mean arterial pressure (MAP) (G: 81% to 94%), but lower correlations with PP (G: 22% to 78%). The sibling recurrence risk ratio (λS) for hypertension and treatment were calculated as 1.60 and 2.04 respectively. These findings confirm the genetic components of BP traits in GS:SFHS, and justify further work to investigate genetic determinants of BP. Genetic variants reported in the recent large GWAS of BP traits were selected for genotyping in GS:SFHS using a custom designed TaqMan® OpenArray®. The genotyping plate included 44 single nucleotide polymorphisms (SNPs) that have been previously reported to be associated with BP or hypertension at genome-wide significance level. A linear mixed model that is adjusted for age, age-squared, sex, and BMI was used to test for the association between the genetic variants and BP traits. Of the 43 variants that passed the QC, 11 variants showed statistically significant association with at least one BP trait. The phenotypic variance explained by these variant for the four BP traits were 1.4%, 1.5%, 1.6%, and 0.8% for SBP, DBP, MAP, and PP, respectively. The association of genetic risk score (GRS) that were constructed from selected variants has showed a positive association with BP level and hypertension prevalence, with an average effect of one mmHg increase with each 0.80 unit increases in the GRS across the different BP traits. The impact of BP-lowering medication on the genetic association study for BP traits has been established, with typical practice of adding a fixed value (i.e. 15/10 mmHg) to the measured BP values to adjust for BP treatment. Using the subset of participants with the two treatment exposure sources (i.e. SRMs and EPRs), the influence of using either source to justify the addition of fixed values in SNP association signal was analysed. BP phenotypes derived from EPRs were considered the true phenotypes, and those derived from SRMs were considered less accurate, with some phenotypic noise. Comparing SNPs association signals between the four BP traits in the two model derived from the different adjustments showed that MAP was the least impacted by the phenotypic noise. This was suggested by identifying the same overlapped significant SNPs for the two models in the case of MAP, while other BP traits had some discrepancy between the two sources

Influence des traits et troubles de personnalité sur l’intégration au travail de personnes aux prises avec un trouble mental grave

Bien que le travail soit bénéfique et souhaité par une majorité de personnes aux prises avec un trouble mental grave (TMG), les études réalisées auprès de cette clientèle montrent des taux d’emploi d’environ 10 à 20%. Parmi les services visant le retour au travail, les programmes de soutien à l’emploi (PSE) se sont montrés les plus efficaces avec des taux de placement en emploi standard oscillant entre 50 et 60%, sans toutefois garantir le maintien en emploi. Plusieurs études ont tenté de cerner les déterminants de l’obtention et du maintien en emploi chez cette population sans toutefois s’intéresser à la personnalité, et ce, bien qu’elle soit reconnue depuis toujours comme un déterminant important du fonctionnement des individus. De plus, peu de questionnaires d’évaluation de la personnalité selon le modèle de la personnalité en cinq facteurs (FFM) ont été utilisés auprès d’une clientèle avec un TMG et ceux-ci ont montré des propriétés psychométriques ne respectant pas des normes reconnues et acceptées. Cette thèse porte sur les liens entre la personnalité et l’intégration au travail chez les personnes avec un TMG. La première partie vise la validation d’un outil de mesure de la personnalité selon le FFM afin de répondre aux objectifs de la deuxième partie de la thèse. À cet effet, deux échantillons ont été recrutés, soit 259 étudiants universitaires et 141 personnes avec un TMG. Des analyses factorielles confirmatoires ont mené au développement d’un nouveau questionnaire à 15 items (NEO-15) dont les indices d’ajustement, de cohérence interne et de validité convergente respectent les normes établies, ce qui en fait un questionnaire bien adapté à la mesure de la personnalité normale dans des contextes où le temps d’évaluation est limité. La deuxième partie présente les résultats d’une étude réalisée auprès de 82 personnes aux prises avec un TMG inscrites dans un PSE et visant à identifier les facteurs d’obtention et de maintien en emploi chez cette clientèle, particulièrement en ce qui concerne la contribution des éléments normaux et pathologiques de la personnalité. Les résultats de régressions logistiques et de régressions de Cox (analyses de survie) ont démontré que l’historique d’emploi, les symptômes négatifs et le niveau de pathologie de la personnalité étaient prédictifs de l’obtention d’un emploi standard et du délai avant l’obtention d’un tel emploi. Une autre série de régressions de Cox a pour sa part démontré que l’esprit consciencieux était le seul prédicteur significatif du maintien en emploi. Malgré certaines limites, particulièrement des tailles d’échantillons restreintes, ces résultats démontrent la pertinence et l’importance de tenir compte des éléments normaux et pathologiques de la personnalité dans le cadre d’études portant sur l’intégration au travail de personnes avec un TMG. De plus, cette thèse a permis de démontrer l’adéquation d’un nouvel instrument de mesure de la personnalité auprès de cette clientèle. Des avenues futures concernant la réintégration professionnelle et le traitement des personnes avec un TMG sont discutées à la lumière de ces résultats.

The influence of ApoE genotype on the lipid profile and lipoproteins during normal pregnancy in a Southern African population.

Background: Pregnancy is associated with increases in fasting triglycerides and total cholesterol.1 ApoE isoforms are known to influence the concentration of cholesterol, with apoE2 homozygosity lowering and apoE4 homozygosity raising the cholesterol concentration compared with E3 homozygosity.2 The lipid profiles ApoE status and prevalence of small dense LDL species were evaluated for subjects attending an antenatal clinic. Results: Samples from 690 women aged between 16 and 42 years of age were analyzed during and after pregnancy. The fasting plasma triglyceride concentration (in mmol/L) was significantly higher in pregnancy (median = 1.5, IQR 1.0-2.0 vs median = 0.6, IQR 0.5-0.8 respectively, p < 0.0001). Similarly, the total cholesterol (in mmol/L) was increased during pregnancy (median=4.1, IQR 3.6-4.7 vs median 3.5, IQR 3.1-3.5, respectively p=0.0167). The median LDL cholesterol and HDL cholesterol did not change. Higher proportions of small density LDL species were seen during pregnancy compared to after pregnancy. The distribution of the LDL species during pregnancy and 6 weeks post-partum were significantly different p<0.0001 with the smaller species being much higher during pregnancy. Conclusion: ApoE4 genotype was associated with increased total cholesterol and LDL cholesterol concentrations during pregnancy. Pregnancy results in a reversible remodeling of LDL to smaller species, the significance of which is unknown but may indicate a predisposition to atherosclerosis

Thermal Decomposition Kinetics of Humic Substances Extracted from Mid-Rio Negro (Amazon Basin) Soil Samples

In this work humic substances (HS) extracted from non-flooded (Araca) and flooded (Iara) soils were characterized through the calculation of stability and activation energies associated with the dehydration and thermal decomposition of HS using TGA and DTA, electronic paramagnetic resonance and C/H, C/N and C/O atomic ratios. For HS extracted from flooded soils, there was evidence for the influence of humidity on the organic matter humification process. Observations of thermal behaviour, with elemental analysis, indicated the presence of fossilized organic carbon within clay particles, which only decomposed above 800 C. This characteristic could explain the different thermal stability and pyrolysis activation energies for Iara HS compared to Araca HS.

How can commercial media literacy change the influence of product placement on children

Field lab in marketing

O comportamento dos consumidores perante o recebimento de mensagens de SMS Marketing

Nos dias de hoje, os smartphones são cada vez mais vulgares no quotidiano das pessoas e com isto as empresas têm uma grande oportunidade para chegar aos seus consumidores e possíveis consumidores. Mas esta oportunidade, para alguns consumidores, gera um problema: invasão do seu espaço pessoal. O presente estudo tem como objetivo perceber como é que o consumidor valoriza a estratégia do SMS Marketing e qual a sua atitude perante a mesma, ou seja, uma vez que deu permissão para o recebimento deste tipo de SMS’s, interessa perceber se o consumidor dá importância a esta estratégia e como age quando as recebe. A metodologia utilizada é do tipo quantitativa, instrumentada através de questionários online a um tipo de amostragem por conveniência. Para analisar as hipóteses de estudo, foi realizada uma regressão linear múltipla. Os principais resultados indicam que apenas a dimensão Entretenimento (uma das características da publicidade por SMS) exerce influência nas intenções comportamentais dos consumidores. As estatísticas descritivas mostram que a dimensão Irritação é a que tem uma média mais elevada e o Entretenimento a média mais baixa o que indica a opinião dos consumidores em relação a esta estratégia.