RERBOUÇAS, Marina Cabral. Bebida prebiótica à base de amêndoa da castanha de caju: estudos com consumidores em diferentes abordagens para avaliação de fatores sensoriais e externos ao produto. 2016. 117 f. : Tese (doutorado) - Universidade Federal do Ceará, Centro de Ciências Agrárias, Departamento de Tecnologia de Alimentos, Fortaleza-CE, 2016 / Submitted by Nádja Goes (nmoraissoares@gmail.com) on 2016-07-08T13:07:50Z No. of bitstreams: 1 2016_tese_mcreboucas.pdf: 2626341 bytes, checksum: e0b191879ed659a68c541e05ea4d4613 (MD5) / Approved for entry into archive by Nádja Goes (nmoraissoares@gmail.com) on 2016-07-08T13:08:22Z (GMT) No. of bitstreams: 1 2016_tese_mcreboucas.pdf: 2626341 bytes, checksum: e0b191879ed659a68c541e05ea4d4613 (MD5) / Made available in DSpace on 2016-07-08T13:08:22Z (GMT). No. of bitstreams: 1 2016_tese_mcreboucas.pdf: 2626341 bytes, checksum: e0b191879ed659a68c541e05ea4d4613 (MD5) Previous issue date: 2016 / Prebiotic beverages made from cashew nut kernels and fruit juice are a viable alternative in the area of new functional products’ development. Thus, this research aimed to develop three prebiotic beverages made from cashew nut kernels added with fruit juice (grape, mango and pineapple), evaluating how non-sensory attributes (external to the product) and consumers’ characteristics as to behavior and personality affect their acceptance. A factorial 2² central composite rotatable design was used for the development of the formulations. Focus groups were applied to define the most important label attributes on consumer’s purchasing decision. The illustration, nutritional information and the term prebiotic associated with its functional claim, within their respective levels, were selected for the labels’ development via the 3x2x3 full factorial design and the employment of conjoint analysis and cluster analysis multi-varying techniques for results evaluation. The mango beverage was evaluated displaying three different label versions in order to check if the expectation generated by different nutritional information affected consumers’ perception as to characteristics of quality, overall impression and purchasing attitude. The beverage added with pineapple juice was compared to its soy-based commercially similar in order to evaluate if information on composition, nutritional characteristics and functional claims associated with these products affect the acceptance and perception of consumers with different behavioral characteristics and personality. The formulations optimized as to acceptance should be added with the following concentrations of sugar and juice, respectively; grape beverage (37% and 7%), pineapple (35% and 7%) and mango (40% and 8%). Among the most important label attributes in the purchasing process, the illustration was the one that mostly influenced, followed by nutritional information and the term prebiotic and its functional claim. The nutritional claims displayed on the label revealed to have a positive impact over the perception of the beverage as to the characteristics of quality, overall impression and purchasing attitude, with information such as “0% lactose, 0% cholesterol and fiber-rich” and “0% lactose, 0% cholesterol and antioxidants” found to influence more positively consumers. Information related to the beverages made from soy and cashew nut did not influence the acceptance of flavor nor on the overall impression, nonetheless, it had a positive impact over consumers’ perception as to healthiness and the nutritious value of both, being the cashew nut kernel-based beverage perceived as more nutritious and healthier than the soy-based one. Consumers’ different characteristics as to the interest in healthy eating and food neophobia did not influence the acceptance of the beverages, their perception as healthy food and nutritious value. / Bebida prebióticas à base de amêndoas de castanha de caju e suco de frutas é uma alternativa viável na área de desenvolvimento de novos produtos funcionais. Assim, este trabalho objetivou desenvolver três bebidas prebióticas à base de amêndoa da castanha de caju adicionadas de suco de frutas (uva, manga e abacaxi), avaliando de que forma atributos não sensoriais (externos ao produto) e características comportamentais e de personalidade dos consumidores afetam a sua aceitação. Utilizou-se um delineamento fatorial 22 do tipo composto central rotacionado para desenvolvimento das formulações. Grupos de foco foram empregados para definição dos atributos do rótulo mais importantes na decisão de compra do consumidor. A ilustração, as informações nutricionais e o termo prebiótico associado a sua alegação funcional, com seus respectivos níveis, foram selecionados para o desenvolvimento dos rótulos por meio de delineamento fatorial completo do tipo 3 x 2 x 3, aplicando-se as técnicas multivariadas conjoint analysis e cluster analysis para avaliação dos resultados. A bebida de manga foi avaliada associada a três versões do rótulo para verificar se a expectativa gerada por diferentes informações nutricionais afetavam a percepção dos consumidores quanto às características de qualidade, impressão global e atitude de compra. A bebida adicionada de suco de abacaxi foi comparada frente ao seu similar comercial à base de soja para avaliar se informações sobre composição, características nutricionais e alegações funcionais associadas a estes produtos afetam a aceitação e percepção dos consumidores com diferentes características comportamentais e de personalidade. As formulações otimizadas quanto à aceitação devem ser adicionadas das seguintes concentrações de suco e açúcar, respectivamente, para a bebida de uva (37% e 7%), abacaxi (35% e 7%) e manga (40% e 8%). Dentre os atributos do rótulo mais importantes no processo de compra, a ilustração foi o que mais influenciou, seguido pelas informações nutricionais e pelo termo prebiótico e sua alegação funcional. As alegações nutricionais no rótulo mostraram ter um impacto positivo na percepção da bebida quanto às características de qualidade, impressão global e atitude de compra, com os as informações “0% lactose, 0% colesterol e fonte de fibras” e “0% lactose, 0% colesterol e antioxidantes” influenciando mais positivamente os consumidores As informações relacionadas às bebidas de soja e castanha de caju não influenciaram a aceitação do sabor e impressão global, no entanto tiveram um impacto positivo na percepção dos consumidores quanto à saudabilidade e o valor nutritivo de ambas, sendo a bebida à base de amêndoa da castanha de caju percebida como mais nutritiva e mais saudável do que a bebida de soja. As diferentes características dos consumidores quanto ao interesse em alimentação saudável e a neofobia alimentar não tiveram influência sobre a aceitação das bebidas, a percepção de alimento saudável e valor nutritivo.

The purpose of the study was to develop an optimum market-positioning model for the special interest tourism market to support arts festivals in South Africa (SA). Three subareas were deemed essential for the model, namely determining which attributes contribute to the success of three arts festival scenarios, comparing the different arts festival packages as a tourism attraction and then combining these subareas to develop a model enabling future researchers and marketers to present a successful arts festival in South Africa. The three main arts festivals in South Africa, at Potchefstroom, Grahamstown and Oudtshoorn, were studied. Screening questions followed by judgmental and quota sampling were used to select only like-minded respondents from festival attendees on a scenario basis. In personal interviews the data were collected and then analysed using conjoint analysis and game theory. Conjoint analysis was used in a linear regression model with individual ratings for each product. The average of the r-squares in this study was 0,83, indicating a good fit between data and model developed. Then these results were used in the game theory, comparing the three arts festival scenarios to identify the most successful tourism attraction. A different combination of attributes gave each of the three festival scenarios an optimum market position in its own niche market. The study contributes to the existing body of positioning knowledge, specifically in the festivals and events domain. It also adds value as this model can be applied to other festivals in South Africa and also to other business sectors. / Transport Economy, Logistics and Tourism / D. Com. (Tourism Management)

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / Prebiotic beverages made from cashew nut kernels and fruit juice are a viable alternative in the area of new functional productsâ development. Thus, this research aimed to develop three prebiotic beverages made from cashew nut kernels added with fruit juice (grape, mango and pineapple), evaluating how non-sensory attributes (external to the product) and consumersâ characteristics as to behavior and personality affect their acceptance. A factorial 2 central composite rotatable design was used for the development of the formulations. Focus groups were applied to define the most important label attributes on consumerâs purchasing decision. The illustration, nutritional information and the term prebiotic associated with its functional claim, within their respective levels, were selected for the labelsâ development via the 3x2x3 full factorial design and the employment of conjoint analysis and cluster analysis multi-varying techniques for results evaluation. The mango beverage was evaluated displaying three different label versions in order to check if the expectation generated by different nutritional information affected consumersâ perception as to characteristics of quality, overall impression and purchasing attitude. The beverage added with pineapple juice was compared to its soy-based commercially similar in order to evaluate if information on composition, nutritional characteristics and functional claims associated with these products affect the acceptance and perception of consumers with different behavioral characteristics and personality. The formulations optimized as to acceptance should be added with the following concentrations of sugar and juice, respectively; grape beverage (37% and 7%), pineapple (35% and 7%) and mango (40% and 8%). Among the most important label attributes in the purchasing process, the illustration was the one that mostly influenced, followed by nutritional information and the term prebiotic and its functional claim. The nutritional claims displayed on the label revealed to have a positive impact over the perception of the beverage as to the characteristics of quality, overall impression and purchasing attitude, with information such as â0% lactose, 0% cholesterol and fiber-richâ and â0% lactose, 0% cholesterol and antioxidantsâ found to influence more positively consumers. Information related to the beverages made from soy and cashew nut did not influence the acceptance of flavor nor on the overall impression, nonetheless, it had a positive impact over consumersâ perception as to healthiness and the nutritious value of both, being the cashew nut kernel-based beverage perceived as more nutritious and healthier than the soy-based one. Consumersâ different characteristics as to the interest in healthy eating and food neophobia did not influence the acceptance of the beverages, their perception as healthy food and nutritious value. / Bebida prebiÃticas à base de amÃndoas de castanha de caju e suco de frutas à uma alternativa viÃvel na Ãrea de desenvolvimento de novos produtos funcionais. Assim, este trabalho objetivou desenvolver trÃs bebidas prebiÃticas à base de amÃndoa da castanha de caju adicionadas de suco de frutas (uva, manga e abacaxi), avaliando de que forma atributos nÃo sensoriais (externos ao produto) e caracterÃsticas comportamentais e de personalidade dos consumidores afetam a sua aceitaÃÃo. Utilizou-se um delineamento fatorial 22 do tipo composto central rotacionado para desenvolvimento das formulaÃÃes. Grupos de foco foram empregados para definiÃÃo dos atributos do rÃtulo mais importantes na decisÃo de compra do consumidor. A ilustraÃÃo, as informaÃÃes nutricionais e o termo prebiÃtico associado a sua alegaÃÃo funcional, com seus respectivos nÃveis, foram selecionados para o desenvolvimento dos rÃtulos por meio de delineamento fatorial completo do tipo 3 x 2 x 3, aplicando-se as tÃcnicas multivariadas conjoint analysis e cluster analysis para avaliaÃÃo dos resultados. A bebida de manga foi avaliada associada a trÃs versÃes do rÃtulo para verificar se a expectativa gerada por diferentes informaÃÃes nutricionais afetavam a percepÃÃo dos consumidores quanto Ãs caracterÃsticas de qualidade, impressÃo global e atitude de compra. A bebida adicionada de suco de abacaxi foi comparada frente ao seu similar comercial à base de soja para avaliar se informaÃÃes sobre composiÃÃo, caracterÃsticas nutricionais e alegaÃÃes funcionais associadas a estes produtos afetam a aceitaÃÃo e percepÃÃo dos consumidores com diferentes caracterÃsticas comportamentais e de personalidade. As formulaÃÃes otimizadas quanto à aceitaÃÃo devem ser adicionadas das seguintes concentraÃÃes de suco e aÃÃcar, respectivamente, para a bebida de uva (37% e 7%), abacaxi (35% e 7%) e manga (40% e 8%). Dentre os atributos do rÃtulo mais importantes no processo de compra, a ilustraÃÃo foi o que mais influenciou, seguido pelas informaÃÃes nutricionais e pelo termo prebiÃtico e sua alegaÃÃo funcional. As alegaÃÃes nutricionais no rÃtulo mostraram ter um impacto positivo na percepÃÃo da bebida quanto Ãs caracterÃsticas de qualidade, impressÃo global e atitude de compra, com os as informaÃÃes â0% lactose, 0% colesterol e fonte de fibrasâ e â0% lactose, 0% colesterol e antioxidantesâ influenciando mais positivamente os consumidores As informaÃÃes relacionadas Ãs bebidas de soja e castanha de caju nÃo influenciaram a aceitaÃÃo do sabor e impressÃo global, no entanto tiveram um impacto positivo na percepÃÃo dos consumidores quanto à saudabilidade e o valor nutritivo de ambas, sendo a bebida à base de amÃndoa da castanha de caju percebida como mais nutritiva e mais saudÃvel do que a bebida de soja. As diferentes caracterÃsticas dos consumidores quanto ao interesse em alimentaÃÃo saudÃvel e a neofobia alimentar nÃo tiveram influÃncia sobre a aceitaÃÃo das bebidas, a percepÃÃo de alimento saudÃvel e valor nutritivo.

En raison de la nature des biens et services distribués à caractère social et collectif et des missions sociales rendues, le secteur public est davantage susceptible d’attirer des travailleurs développant une motivation pro sociale que le secteur privé. Notre thèse élabore des tests empiriques afin de révéler la présence de cette forme de motivation chez les agents du secteur public. Notre premier chapitre cherche à évaluer les différences de satisfaction dans l’emploi au regard de diverses caractéristiques le définissant afin de mettre au jour des préférences différentes entre les salariés des secteurs public et privé, nous renseignant ainsi sur leur source de motivation respective. Nous trouvons que les employés du secteur public font montre d’une motivation pro sociale supérieure aux salariés du privé en étant prêts à travailler de plus longues heures tout en acceptant des salaires plus faibles que les salariés du privé. Dans les deux chapitres suivants, nous testons l’existence d’un comportement de don du travail supérieur de la part des agents du secteur public à l’aide de deux mesures de sur-effort dans l’emploi : la probabilité de faire des heures supplémentaires non payées et le phénomène du présentéisme au travail. Les résultats montrent que la présence d’une motivation pro sociale des agents du secteur public ne les conduit pas à fournir un don d’effort supérieur aux salariés du privé. Toutefois, dès lors que l’on cherche à modifier les méthodes d’incitation et d’organisation du travail ou encore la source de leur motivation spécifique, les agents du secteur public réduisent ce comportement d’effort supplémentaire gratuit. / Because of the nature of the public goods provided and the social services performed, the public sector is more likely to attract workers with a higher prosocial motivation than the private sector. Our thesis develops empirical tests to reveal the presence of this form of motivation among public sector agents. Our first chapter seeks to evaluate the differences in job satisfaction, defined with respect to various characteristics, in order to identify different preferences between employees in the public and private sectors, thus providing information on their respective sources of motivation. We find that public sector employees show greater prosocial motivation than private sector employees, the former being willing to work longer hours and accepting lower wages than the latter. In the two following chapters, we test whether public sector employees put more effort in the workplace, all other things being equal, using two measures of overeffort: the probability of working unpaid overtime and the phenomenon of presenteeism at work. The results of these studies highlight the presence of a pro-social motivation of public sector employees which however does not lead them to provide an effort greater than that provided by private sector employees. We find that the incentive to effort takes different forms according to the specific managerial and organizational characteristics of the work, and is compatible with motivations of different nature. Finally, we show that if such specific motivation did not exist, the provision of effort of public employees would be less frequent.

[pt] O alinhamento entre produto ofertado e expectativa do cliente é fundamental para a satisfação dos consumidores e afeta diretamente o desempenho empresarial. Logo, orientação para o mercado pressupõe o conhecimento do consumidor como fator fundamental para concepção de produtos e obtenção de resultado. Esta pesquisa utilizou o método de análise conjunta para sugerir produtos ideais para consumidores de calças jeans. Para tanto, foram realizados uma entrevista em profundidade e um grupo foco com executivos da indústria, que identificaram os atributos de produtos mais importantes e seus níveis, sob a ótica da indústria. Uma vez compreendida a percepção dos idealizadores de produto, foi gerado um projeto fatorial fracionado com dezoito produtos para avaliação do mercado. A percepção dos consumidores com relação à cesta de produtos foi coletada por meio de questionários físicos e eletrônicos. A análise dos resultados demonstrou que o atributo mais importante da calça é a cintura e que diferentes segmentos possuem expectativas diferentes com relação à mesma. Enquanto as mulheres preferem cintura alta, os homens preferem cintura média. Observa-se também, o impacto dos avanços tecnológicos em aspectos como elasticidade do tecido, que de uma forma geral é bem aceito pela amostra. Além disso, insights com relação a comprimento de perna e tipo de boca também foram gerados. / [en] The alignment between company offer and client expectations is of paramount importance to customer satisfaction and directly affects company performance. Thus, company orientation towards the marketplace assumes knowledge about customers as a fundamental factor in product development and company achievement. This research applied conjoint analysis to suggest ideal products to jeans consumers. Therefore, an in-depth interview and a focus group were conducted with industry executives, which identified the most relevant product attributes and their levels using under the perspective of the industry. Once the perspective of executives responsible for product development was understood, a fractional factorial design was generated with eighteen products for market evaluation. So, customer s perception about the products was gathered through survey. Output analysis shown waist height as the most important attribute and the different preferences each market segment has about it. While women prefer high waisted jeans, men prefer medium rise jeans. The impact of technologial advances in aspects such as elastic materials was observed and insights regarding leg legth were generated.

[pt] Crescendo em média doze por cento ao ano no período de 2010 a 2015, a indústria de filmes no Brasil ainda é dominada por produtos importados. Visto que o importante apoio governamental recebido não foi suficiente para garantir a hegemonia dos produtos nacionais, percebe-se a necessidade da orientação para o mercado objetivando resultados superiores. Portanto, este estudo busca identificar características de produto que otimizem sua utilidade para o público alvo. Para tanto, a pesquisa levantou os atributos de produto mais importantes e seus respectivos níveis sob a perspectiva da indústria, avaliando-os com base em diretrizes de mercado para sugestão de novos produtos. Trata-se de uma aplicação de análise conjunta, na qual é possível calcular a utilidade de diferentes produtos para a amostra, o que gera insights importantes para os produtores nacionais. O levantamento de atributos e níveis foi feito através de grupos foco com executivos da indústria e com consumidores, para garantir o entendimento mútuo. Tais informações foram base para geração de um projeto fatorial fracionado, essencial para a exequibilidade da survey realizada em sequência. A análise dos resultados permitiu a identificação do produto ideal para a amostra, além de permitir a definição dos produtos ideais para doze segmentos definidos a priori. Os resultados indicam que produtos com elenco nacional e gravados em português possuem utilidades inferiores aos produtos com elenco misto ou internacional, gravados em inglês ou em idioma misto. Adicionalmente, quebrou-se o paradigma de que o pouco uso de efeitos especiais é uma grande desvantagem da produção nacional. Percebe-se que coproduções internacionais, que são alianças estratégicas pouco utilizadas atualmente, constituem alternativas que podem amplificar a utilidade dos produtos nacionais. As coproduções internacionais possibilitam a captação em mais mercados e, em consequência, o uso de elenco misto e maior investimentos em aspectos técnicos e artísticos. Ao fim e ao cabo essa estratégia tende a reduzir barreiras de entrada nos grandes mercados internacionais, o que facilita a exportação e aumenta a atratividade do produto para investidores. / [en] Growing twelve per cent on average each year, from 2010 to 2015, the film industry in Brazil remains dominated by imported products. Acknowledging that the government support received by this industry was not enough to ensure national products hegemony, the necessity for company s orientation toward the maketplace is perceived. The objective of this study is to identify which product s features optimize the product s utility for it s target market. For such purpose, this study identified which product s attributes were more relevant and their respective levels according to the industry and evaluated them using market directives to develop new products. This is study is an application of conjoint analysis, in which the utility of different products for the sample can be calculated and insights produced to help national producers. Focus-groups with executives and customers were conducted to identify the attributes and their levels and assure mutual understanding. Such data was used in the fractional factorial design, essential for survey s feasibility. Outcome analysis indicated the ideal product for the sample and for each of the twelve market segment defined a priori. They also shown that the utility of Brazilian cast and Portuguese as a spoken language is lower to the sample than the utility of multi-national cast using more than one language. In addition, the paradigm that Brazilian films were in a disadvantage because of it s lack or few usage of special effects was broken. International co-productions, which are strategic alliances rarely used by Brazilian producers, constitutes an alternative that may amplify the utility of Brazilian films. They enable multi-market fundraising and, by consequence, multi-national cast and bigger investments in technical and artistic aspects. In summary, this strategy tend to reduce entry barriers in bigger markets, which facilitates export and attract more investments.

液晶電視在市場上已逐漸蔚為主流且具有廣大發展潛力，而目前台灣液晶電視市場呈現家電與資訊品牌共逐商機的局面。然而其擁有的技術背景與資源亦有所不同，如何能投消費者所好，擬定出有效的行銷策略，值得進一步探討。本研究之目的在探討消費者產品知識高低對產品內外在屬性訊號與購買意願的影響，進而分析不同市場區隔的消費者特色，瞭解其對產品屬性之偏好與差異，提供業者制定行銷策略上的建議，協助其進行有效的目標行銷。本研究採用聯合分析法，先利用前測設計消費者產品知識的量表，正式問卷受測體則採用整體輪廓法的短文描述進行測試。共收回有效問卷152份。研究發現： 1. 總體受測者屬性偏好依序為：畫面品質＞保固期限＞價格＞反應時間＞售後服務＞品牌背景。 2. 本研究根據消費者知識高低將消費者做「事前區隔」分群，發現知識低的群體較重視產品外在屬性線索，而知識高的群體較重視產品內在線索。建議液晶電視廠商應善加利用「客製化」的概念，依照不同類型的消費者所重視之價值做為產品的定位或訴求。 3. 以對產品屬性的成分效用值做「事後區隔」分群，發現整體消費者可分為兩群：集群一重視產品實際功能表現、願意付出高價；集群二則重視較長保固期限、追求低價，提供廠商在設計產品屬性組合的參考。 4. 與人口統計變數交叉分析之後，獲得各區隔族群對液晶電視產品屬性偏好之相關數據。例如女性對價格、保固的重視程度較男性為高；理工背景消費者對產品內在屬性要求較文法商背景消費者為高等。

Tendencies in product development of today make it likely that many future products will be functional equivalent and therefore hard to distinguish between for the customer. Customers will decide by highly subjective criteria which product to purchase. One task for product development in this context is to be able to capture the customer’s considerations and feelings of products and translate these emotional aspects into concrete product design. Today a number of different methods, such as Quality Function Deployment (QFD), Semantical Environment Description (SMB), Conjoint Analysis and Kansei Engineering exist and are used in practical applications. The purpose of this thesis is to understand and apply Kansei Engineering methodology and explore ways to integrate the methodology into an industrial product development process. This was done by conducting a study on forklift trucks in different European countries and business areas and by exploring ways of integrating Kansei Engineering in product development processes. The number of Kansei words collected was reduced based on the result of a pilot study using a combination of different tools. A computerized data collection method was used in combination with a modified VAS-scale in order to reduce the time for filling out the evaluation forms The results of the study in the visited Northern and Middle European companies make it evident that Kansei Engineering has to be adapted in several aspects to the circumstances in each situation. The data showed that there are differences in attitude towards reach trucks in the different European countries. These results were used in order to adapt the product requirements for each specific country. Starting at Cooper’s stage gate model Kansei Engineering was applied on a macro level, a micro level and for verifying purpose. Using QFD, Kansei Engineering helps to identify customer needs their importance and the technical responses as well as to conduct benchmarking and to connect the customer needs mathematically to the technical responses. This study of Kansei Engineering revealed that there was no general model on the methodology available in English literature. Outgoing from a previous flowchart, a conceptual framework of Kansei Engineering was developed integrating the existing Kansei Engineering Types and future tools. / <p>ISRN/Report code: LiU-Tek-Lic 2002:19</p>

[pt] Recomendações específicas da União Internacional de Telecomunicações estabelecem objetivos de desempenho para enlaces de comunicações digitais terrestres. Esses objetivos impôem restrições a parâmetros tais como a taxa de segundos errados, a taxa de segundos severamente errados e a taxa de erro de bloco de fundo, a partir dos quais se define a disponibilidade do enlace. Os valores destes parâmetros são afetados por diversos fatores de degradação, sendo os principais deles a atenuação devido a chuvas e a interferências. Neste estudo é apresentada uma metodologia para a estimação destes parâmetros que considera, de forma conjunta, os efeitos devidos a essas degradações. O estudo considera, de forma analítica, as relações entre os diversos parâmetros envolvidos, e a caracterização estatística de cada um deles. Resultados numéricos ilustram o uso dos estimadores desenvolvidos no trabalho em situações de interesse prático. / [en] Specific recommendations published by The International Telecommunications Union establish performance objectives for digital communication links. These objectives impose constraints to parameters like the errored second rate, the severely errored second rate and the background block error ratio. Based on these parameters is defined the link availability. The values of these parameters are affected by various degradation factors, being the attenuation due to rain and external interferences the principal ones. This study presents a methodology to estimate the performance parameters for the parameters that jointly considers the effects due to these two degradations and uses analytical relations among the parameters involved as well as their statistical characterization. Numerical results illustrate the use of the developed estimators in situations of practical interest.

Este trabalho de pesquisa apresentará uma aplicação metodológica para a medida do valor percebido na prestação de serviços de hospedagem. Conhecido o valor percebido, será possível compará-lo com os custos do serviço, bem como com os preços ofertados e, a partir daí, fornecer ao administrador uma base para o planejamento das ações de melhoria e para a priorização das atividades que oferecem maior valor, segundo a visão de cliente. O modelo pretende estimar o valor percebido que os consumidores formam no ambiente de serviços; focado no desempenho dos serviços e considerando valor um constructo relacionado com os atributos característicos do serviço que influenciam a preferência, e, como conseqüência, a escolha do consumidor. A modelagem proposta será ilustrada por meio de um estudo de caso contemplando um hotel de categoria econômica no interior de São Paulo, devendo ser tratado segundo o método de análise conjunta, técnica de estatística multivariada de análise de dados. Esta técnica busca atribuir a importância relativa que os consumidores (hóspedes) associam a um conjunto de características particulares na prestação de serviços, e o grau de utilidade percebida de diferentes níveis destes atributos / This study presents a methodology application for perceived value in hospitality industry. The knowledge of perceived value will help managers to compare these consumer preferences with operational costs, and also with price strategies, and then will give the managers a tool to their improvement actions planning, and also to choice the most important attributes to improve value for customers. This model intends to get the perceived values from a qualitative and quantitative research in service industry, focused on the services performance, considering value as a construct of attributes that explain service and influence the customer stated preference, and customer’s choice as a consequence. The empirical research will take place in a budget-hotel, located in the countryside of São Paulo State, and based on a multivariate conjoint analysis. This technique aims to give the relative importance which consumers (guests) associate to a group of particular characteristics in hospitality industry, and the degree of perceived utility of different levels of those attributes