Análise comparativa de preços: estudo de variáveis influentes na percepção de vantagem de compra

Essa dissertação trata de algumas variáveis que podem influenciar a percepção dos consumidores no contexto de análises comparativas de preços durante o processo de compra. As variáveis estudadas foram: a forma de apresentação das ofertas dos produtos, a escolaridade dos participantes do estudo e a familiaridade para com o uso do produto. A importância desse estudo está fundamentada na necessidade de entendimento de como a percepção de vantagem na aquisição de produtos ocorre na presença das variáveis de influência estudadas, com o propósito prático de aplicação dos resultados no mercado varejista. A pesquisa foi realizada por meio de um estudo empírico, na cidade de São Luís ¿ MA, utilizando uma amostra de cento e noventa e duas pessoas, divididas igualmente entre estudantes de escolaridade média e superior. Os participantes do estudo avaliaram situações de compra em cenários fictícios com formas de apresentação de ofertas distintas, em que a percepção de vantagem foi avaliada em função das escolaridades e das familiaridades utilizadas no estudo. A base teórica para desenvolvimento do trabalho considerou a Teoria dos Prospectos de Kahneman e Tversky (1979) e a Teoria da Contabilidade Mental de Thaler (1985). Em função da natureza da base de dados foram utilizados testes não-paramétricos de Friedman, Kruskal-Wallis, Wilcoxon e Mann-Withney. Os resultados obtidos confirmaram as hipóteses levantadas e geraram subsídios para pesquisa futura envolvendo o aspecto familiaridade relacionada às marcas. Palavras-chave: contabilidade mental, percepção, preço de referência.

A guide to collecting, describing, and summarizing price data, with particular reference to historical series of local market prices.

At head of title: United States Department of Agriculture, Bureau of Agricultural Economics.

The role of enduring involvement in the relationship between reference price and price acceptance in the context of multichannel choice

Understanding online price acceptance and its determining factors can be essential if the companies try to manage different type of channels. The paper aimed to reveal the role of enduring involvement in price acceptance in a multichannel (online and offline) context. The study revealed that the hedonic value of shopping can increase the negative intention of price acceptance in the online channel, but also explored that for the segment without shopping motivations a similar price level can be applied both in the online and in the offline environment.

Az árak észlelése és értékelése(Perception and Evaluation of Prices)

A 2008-ban kezdődött gazdasági válság a korábbiaknál is fontosabbá tette az árakat a vásárlók számára. Azt eddig is mindenki tudta, hogy az árak alapvetően befolyásolják a fogyasztók vásárlási döntését. Arra a kérdésre azonban, hogy miképpen, már nem mindig tudunk pontos választ adni. A közgazdaságtan szerint az árak csökkenése növeli a fogyasztók vásárlási hajlandóságát és fordítva, az árak emelkedése kisebbíti azt. A valóság azonban nem mindig írható le közgazdaságtani fogalmakkal vagy matematikai képletekkel. _______ Since the beginning of the global economic recession prices have become more and more important for sellers and buyers. To study the role of prices in consumer behaviour is a rather new field of marketing research. The paper starts out from the fact that prices can be regarded as a multidimensional stimulus, which influences the purchasing decision of consumers. The study describes the process how, in this multidimensional pricing environment, consumers get from the perception through the evaluation of prices to the purchasing decision. According to the model constructed by the author the perception of prices depends on the presentation of prices and on the willingness and ability of people to numerically perceive and evaluate the different presentations of prices. In the process how consumers get from the perceived prices through the excepted prices to the purchasing decision the perceived value plays the most important role. The perceived value is motivated by the internal and external reference prices and the perceived reference value. The paper comes to the conclusion that in recession and post recession times, companies are compelled to understand these processes better to be able to set their price points according to the changing buyers behaviour.

The impact of the reference price system on the pharmaceutical market: A theoretical approach

This article analyses the impact of the reference pricesystem on the price-setting strategies of thepharmaceutical firms and on the level of generic usage.This model is the first to take explicitly into accountthe impact of the reference price mechanism on the levelof competition between brand-name and generic drugs andnational pharmaceutical spending. We consider aduopolistic model with one firm producing the brand-namedrug, whose patent has already expired, and the otherproducing the corresponding generic version. We work ina partial equilibrium framework where firms set pricessequentially and consumers face heterogeneous switchingcosts.We show that brand producers compensate thedecline of profits by selling greater quantities insteadof charging higher prices, thus fostering pricecompetition in the pharmaceutical market. This result isa consequence of both the assumption of a verticallydifferentiated model and the introduction of thereference price system.

Consumers perception and evaluation of fresh cut buying attributes: a survey on the Italian market

During the last twenty years, consumer choice in high income countries is no longer merely dictated by price and the organoleptic characteristics of a product, but also by other features some of which are not patently tangible. The growing importance of such attributes in the process of consumer choice is not only due to income increase, but also to changes in lifestyle such as migrations from the countryside, a generalized urbanization and consequential city life style, female emancipation and work outside the domestic walls for women, the drastic decrease in hard physical labor and the process of internationalization. The present survey study aims to explore the importance that Italian consumers give to fresh cut buying attributes and which of these attributes should be taken into consideration by industries in order to satisfy the needs of the most critical shoppers. Where possible, market and survey data for fresh cut products will be compared with those for cooked products and before presenting the results and conclusions of the study, the technical issues of processing will be highlighted owing to the fact that they affect the marketing of these products, the recent market situation with regard to consumption will be illustrated and the methodology used will be described.

Fresh Produce Safety and Good Agricultural Practices: Stakeholders' Perception and Consumers' Choice in Thailand

Concerns of Thai consumers on food safety have been recently increasing, especially in urban areas and for fresh produce because food safety scandals, such as chemical residues on fresh produce (e.g., cabbage) still frequently occur. The Thai government tried to meet consumer needs by imposing in the domestic market a stronger regulation aimed at increasing the baseline level of food safety assurance and by introducing a voluntary standard (based on Good Agricultural Practices or GAPs and known as Q-GAP) and the related food safety label (i.e., Q mark). However, since standards and regulations are weakly implemented in the domestic market compared to exported products, there is still a lack of Thai consumers’ confidence in the safety of local food products. In this work the current situation of GAPs adoption in Thai fresh produce production is analysed. Furthermore, it is studied whether Thai consumers place value on food safety labels available on the market, to know whether consumer demand could drive the market of certified safer products. This study contains three essays: 1) a review of the literature, 2) a qualitative study on stakeholders' perception toward GAPs adoption and 3) a quantitative study, aimed at analysing consumers' preferences and willingness-to-pay for food safety labels on fresh produce using a discrete choice experiment. This dissertation contributes to the economics of quality assurance and labelling, specifically addressing GAPs and food safety label in the fresh produce supply chain. Results show that Q-GAP could be effectively used to improve food safety in Thai domestic market, but its credibility should be improved. Stakeholder’s awareness toward food safety issues and the delivery of reliable and sound information are crucial. Thai consumers are willing to pay a premium price for food safety labelled produce over unlabelled ones. Implications for both government and business decision-makers are discussed.

Consumer Perception and Willingness to Pay for Local Food

A growing number of empirical studies recently investigated consumers' valuation for local food products. However, different aspects related to the local food consumption still remain vague or unexplored. As such, the objective of the present research is to fulfill the existing literature using a mixed methodological approach for the investigation of consumers' preferences and Willingness to Pay (WTP) for local food products. First of all, local food is still a blurred concept and this factor might be source of individuals' misperception for the local origin meaning. Therefore, a qualitative research has been performed in order to investigate the meaning and the perception of the local food in the Italian food market. Results from this analysis have been used as inputs for the building of a non-hypothetical Real Choice Experiment (RCE) to estimate consumers' WTP for locally and organically produced apple sauce. The contribution of this study is three-fold: (1) consumers' valuation for the local origin is interpreted in terms of regional borders, over the organic food claim in case of an unusual food product in the area of interest, (2) the interaction between individuals' personality traits and consumers’ preferences for local and organic foods is analyzed, (3) the role of Commitment Cost creation in consumers' choice making in case of uncertainty due to the use of a novel food product and of an unconventional food claim is investigated. Results suggest that consumers are willing to pay a higher price premium for organic over locally produced apple sauce, possibly because of the presence of a regulated certification. In accordance with Commitment Cost theory, the organic label might thus decrease consumers' uncertainty for the features of the product in question. Results also indicate that individuals' personality can be source of heterogeneity in consumers' preferences.

Airport Security: Passenger's Perception and Design Issues

The main goal of this thesis is to report patterns of perceived safety in the context of airport infrastructure, taking the airport of Bologna as reference. Many personal and environmental attributes are investigated to paint the profile of the sensitive passenger and to understand why precise factors of the transit environment are so impactful on the individual. The main analyses are based on a 2014-2015 passengers’ survey, involving almost six thousand of incoming and outgoing passengers. Other reports are used to implement and support the resource. The analysis is carried out by using a combination of Chi-square tests and binary logistic regressions. Findings shows that passengers result to be particularly affected by the perception of airport’s environment (e.g., state and maintenance of facilities, clarity and efficacy of information system, functionality of elevators and escalators), but also by the way how the passenger reaches the airport and the quality of security checks. In relation to such results, several suggestions are provided for the improvement of passenger satisfaction with safety. The attention is then focused on security checkpoints and related operations, described on a theoretical and technical ground. We present an example of how to realize a proper model of the security checks area of Bologna’s airport, with the aim to assess present performances of the system and consequences of potential variations. After a brief introduction to Arena, a widespread simulation software, the existing model is described, pointing out flaws and limitations. Such model is finally updated and changed in order to make it more reliable and more representative of the reality. Different scenarios are tested and results are compared using graphs and tables.

3D considerations for motion perception and visuomotor transformations

Moving through a stable, three-dimensional world is a hallmark of our motor and perceptual experience. This stability is constantly being challenged by movements of the eyes and head, inducing retinal blur and retino-spatial misalignments for which the brain must compensate. To do so, the brain must account for eye and head kinematics to transform two-dimensional retinal input into the reference frame necessary for movement or perception. The four studies in this thesis used both computational and psychophysical approaches to investigate several aspects of this reference frame transformation. In the first study, we examined the neural mechanism underlying the visuomotor transformation for smooth pursuit using a feedforward neural network model. After training, the model performed the general, three-dimensional transformation using gain modulation. This gave mechanistic significance to gain modulation observed in cortical pursuit areas while also providing several testable hypotheses for future electrophysiological work. In the second study, we asked how anticipatory pursuit, which is driven by memorized signals, accounts for eye and head geometry using a novel head-roll updating paradigm. We showed that the velocity memory driving anticipatory smooth pursuit relies on retinal signals, but is updated for the current head orientation. In the third study, we asked how forcing retinal motion to undergo a reference frame transformation influences perceptual decision making. We found that simply rolling one's head impairs perceptual decision making in a way captured by stochastic reference frame transformations. In the final study, we asked how torsional shifts of the retinal projection occurring with almost every eye movement influence orientation perception across saccades. We found a pre-saccadic, predictive remapping consistent with maintaining a purely retinal (but spatially inaccurate) orientation perception throughout the movement. Together these studies suggest that, despite their spatial inaccuracy, retinal signals play a surprisingly large role in our seamless visual experience. This work therefore represents a significant advance in our understanding of how the brain performs one of its most fundamental functions.

Self-perception and malocclusion and their relation to oral appearance and function

The aim of this study was to evaluate the relationship between malocclusion and self-perception of oral appearance/function, in 12/15-year-old Brazilian adolescents. The cluster sample consisted of 717 teenagers attending 24 urban public (n=611) and 5 rural public (n=107) schools in Maringá/PR. Malocclusion was measured using the Dental Aesthetic Index (DAI), in accordance with WHO recommendations. A parental questionnaire was applied to collect information on esthetic perception level and oral variables related to oral health. Univariate and multiple logistic regression analyses were performed. Multiple logistic regression confirmed that for 12-year-old, missing teeth (OR=2.865) and presence of openbite (open occlusal relationship) (OR=2.865) were risk indicators for speech capability. With regard to 15-year-old, presence of mandibular overjet (horizontal overlap) (OR=4.016) was a risk indicator for speech capability and molar relationship (OR=1.661) was a risk indicator for chewing capability. The impact of malocclusion on adolescents' life was confirmed in this study. Speech and chewing capability were associated with orthodontic deviations, which should be taken into consideration in oral health planning, to identify risk groups and improve community health services.

Hitting a moving target: Perception and action in the timing of rapid interceptions

Different interceptive tasks and modes of interception (hitting or capturing) do not necessarily involve similar control processes. Control based on preprogramming of movement parameters is possible for actions with brief movement times but is now widely rejected; continuous perceptuomotor control models are preferred for all types of interception. The rejection of preprogrammed control and acceptance of continuous control is evaluated for the timing of rapidly executed, manual hitting actions. It is shown that a preprogrammed control model is capable of providing a convincing account of observed behavior patterns that avoids many of the arguments that have been raised against it. Prominent continuous perceptual control models are analyzed within a common framework and are shown to be interpretable as feedback control strategies. Although these models can explain observations of on-line adjustments to movement, they offer only post hoc explanations for observed behavior patterns in hitting tasks and are not directly supported by data. It is proposed that rapid manual hitting tasks make up a class of interceptions for which a preprogrammed strategy is adopted-a strategy that minimizes the role of visual feedback. Such a strategy is effective when the task demands a high degree of temporal accuracy.