Submitted by Dante Avanzi (danteavanzi@hotmail.com) on 2017-01-03T17:24:46Z No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-01-03T17:26:16Z (GMT) No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) / Made available in DSpace on 2017-01-03T17:29:51Z (GMT). No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) Previous issue date: 2016-12-13 / Empresas de bens de consumo se deparam hoje com o desafio de conhecer e influenciar seus shoppers durante suas jornadas de compras, para que, assim, possam incrementar suas receitas. O shopper marketing surgiu para buscar soluções para este, entre outros desafios. Pode ser definido como o planejamento e execução de todas as atividades de marketing que influenciam o shopper, durante toda a jornada de compra, incluindo os ambientes de dentro e fora do ponto de venda. Entre as diversas etapas desse processo, o ponto de venda é apontado como um importante influenciador na tomada de decisão de compra do shopper. Nele, um dos meios utilizados são os fatores de in-store marketing, com destaque para os materiais de comunicação. O objetivo nesse trabalho é compreender como os vieses cognitivos, objetos de estudo nessa dissertação, influenciam a tomada de decisão de compra do shopper, quando aplicados em materiais de comunicação, em supermercados. Para isso, foi realizada uma pesquisa quantitativa experimental, a partir de um procedimento 'quase-experimento', em uma rede de supermercados, aplicado a uma marca de uma categoria de bens de consumo não duráveis. O resultado apresentado um aumento nas vendas da marca, o que comprova a efetividade da aplicação dos vieses cognitivos, em materiais de comunicação, em supermercados. Dessa maneira, o estudo contribui tanto para a prática acadêmica, quanto empresarial. No plano acadêmico, agrega conteúdo à literatura sobre shopper marketing, combinando materiais de comunicação e vieses cognitivos e sua influência sobre os shoppers em supermercados. No plano corporativo, o estudo permite que profissionais de marketing tenham mais um instrumento para conhecer e influenciar seus shoppers em supermercados, podendo elaborar materiais de comunicação mais efetivos e maximizar seus investimentos destinados ao ponto de venda, gerando vendas incrementais. / Fast moving consumer goods companies have the challenge today to know and influence their shoppers as they shop, with the purpose of increasing their sales. Shopper marketing has emerged in order to solve this challenge, among others. It can be definied as the planning and the execution process of all marketing activities that influence shoppers across the shopper journey, including both in-store and out-of-store factors. Among the different shopper marketing stages, the point of sales is key to influence the shopper’s purchasing decision. In this stage, this influence may happen through in-store marketing factors, mainly through communication materials. The goal of this essay is to understand how cognitive biases, focus of this study, influence the shopper’s purchasing decision process, when applied to communication materials in supermarkets. So, in order to accomplish this goal, an experimental quantitative research was conducted through a quasi-experiment procedure in a supermarket chain, based on a fast moving consumer good brand. The results show an increase in the brand sales, which proves the effectiveness of the cognitive biases applied to communication materials in supermarkets. Therefore, this study shall contribute to both academic and corporate fields. In the academic field, it may contribute to the existing shopper marketing literature, combining point of purchase communication materials with cognitive biases, and their influence in shoppers in supermarkets. As to the corporate field, this study allows marketing professionals to have an additional instrument to know and influence their shoppers in supermarkets by developing more effective POP communication materials, maximizing investments in the point of sales and thus increasing their sales.

Submitted by Paulo Daniel Manna (paulodanielm@yahoo.com) on 2017-02-22T19:33:33Z No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1400139 bytes, checksum: ee5db2f96f42705fbb9417ba64d2aa58 (MD5) / Rejected by Fabiana da Silva Segura (fabiana.segura@fgv.br), reason: Boa Noite, Paulo Por favor verificar o tamanho da fonte no título, creio que na norma ABNT deva ser tamanho 12 (alterar nas páginas onde houver) No final da página fica apenas São Paulo na linha debaixo o ano, excluir – FGV EAESP Campo de conhecimento: Estratégia e Mercadologia (Alterar nas páginas onde houver) Após a folha da ficha catalográfica, deve conter uma folha de assinaturas (Consta na norma) é o mesmo formato da contra capa, Após orientador, deve conter : Data de Aprovação ___/____/___ Banca Examinadora: _____________________________________ Prof. Delane Botelho (Orientador) ____________________________________ Prof. Henrique de Campos Junior FGV -EAESP _________________________________ Prof. Djair Picchiai FGV - EAESP Peço fazer as correções e submeter novamente Atenciosamente on 2017-02-22T21:47:48Z (GMT) / Submitted by Paulo Daniel Manna (paulodanielm@yahoo.com) on 2017-02-22T22:28:11Z No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-02-22T22:40:03Z (GMT) No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) / Made available in DSpace on 2017-02-23T13:18:33Z (GMT). No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) Previous issue date: 2016-12-20 / À medida em que a tecnologia da informação vem alterado a comunicação das pessoas e das empresas, o comércio eletrônico e o marketing digital se tornam fundamentais para a maior parte das empresas. O novo canal e as novas tecnologias sempre em atualização, surgem novas possibilidades e relações para as empresas e consumidores, porém um aspecto que continua tão ou mais importante para os profissionais é determinar os fatores e motivações para que estes últimos utilizem canais digitais. Este estudo apresenta, sob a ótica das preferências dos consumidores, um estudo quantitativo (regressão logística) sobre a influência de variáveis demográficas, como sexo, idade e renda, na propensão à aquisição de seguros de automóvel via canais eletrônicos. Os resultados não permitiram identificar diferenças relevantes em relação ao gênero e idade dos consumidores, mas a renda foi identificada como fator de influência, logo consumidores com maior renda têm maior probabilidade de escolher canais digitais para aquisição de seguro automóvel, em linha com estudos anteriores. A dissertação apresenta implicações para o Marketing e para a prática do mercado de seguros, além das sugestões de estudos futuros. / As information technology has changed people's and business communication, e-commerce and digital marketing have become critical to most businesses. As the new channel and new technologies are constantly evolving, new possibilities and relationships for both business and consumers arise, although one aspect remains of great importance for professionals: to determine consumers’ factors and motivations to use digital channels. This study presents a quantitative study (logistic regression) on the influence of demographic variables, such as sex, age and income, on the propensity to purchase car insurance through electronic channels. The results did not allow to identify relevant differences in relation to the gender and age of consumers, but income was identified as an influence factor, so consumers with higher income are more likely to choose digital channels for acquiring car insurance, in line with previous studies. The dissertation presents implications for the area of Marketing and for the practice of the insurance market, along with suggestions of future studies.

Les attributs environnementaux, de plus en plus présents sur les produits de consommation, sont des attributs de croyance, renvoyant à un bien non marchand (i.e. la protection de l'environnement) et à des valeurs morales, ce qui les rend difficiles à évaluer par les consommateurs. Ce travail doctoral s'intéresse précisément à la manière dont les consommateurs utilisent un attribut environnemental (certifié ou non certifié) dans leur évaluation de produit. Cette problématique de recherche est abordée selon trois questions de recherche. La première s'intéresse à l'effet du nombre d'attributs (1 vs. 2) sur le poids associé à l'attribut environnemental. Cette question renvoie à l'étude d'un biais appelé effet d'inclusion qui est caractérisé par une insensibilité au nombre d'attributs. La deuxième question étudie le biais lié au mode d'évaluation sur le poids associé à un attribut environnemental. Les effets de deux critères du mode d'évaluation sont étudiés : le mode de réponse (monétaire vs. non monétaire) et le mode de présentation (jointe vs. séparée). La troisième prolonge l'étude du mode d'évaluation et de son effet sur le poids de l'attribut environnemental en étudiant la validité prédictive du mode d'évaluation pour estimer les préférences des consommateurs. Ces biais liés au contexte d'évaluation sont étudiés, montrés et discutés au moyen de cinq expérimentations et pour différents attributs environnementaux et stimuli. La validité prédictive du mode d'évaluation met en évidence l'intérêt d'utiliser le mode « consentement à payer ». D'un point de vue théorique, cette recherche montre l'intérêt de prendre en compte l'effet d'inclusion et le biais lié au mode d'évaluation pour des personnes intéressées par l'évaluation d'attributs environnementaux et montre également la limite potentielle à l'ajout d'un attribut environnemental sur un produit de consommation. D'un point de vue méthodologique, ce travail doctoral propose une approche permettant de comparer les poids obtenus entre les modes d'évaluation. Cette recherche suggère aux chefs de produits de prendre en compte ces caractéristiques contextuelles pour améliorer la précision de l'estimation des préférences des consommateurs pour un produit comportant un attribut environnemental. Ainsi, la valeur associée à un attribut environnemental varie lorsque cet attribut est seul sur le produit ou en présence d'un autre attribut. De même, le mode d'évaluation « consentement à payer » semble mieux prédire les préférences réelles pour un attribut environnemental que le mode d'évaluation « choix entre deux options ». / Environmental attributes are increasingly being included in consumption products. Because environmental attributes are credence attributes, they refer to a public good (i.e. environmental protection), and they reference moral values, they are difficult for consumers to assess. This doctoral research specifically focuses on how consumers use an environmental attribute (certified or uncertified) in product evaluation. This core question is addressed through three research questions. The first deals with the effect of attribute number (1 vs. 2) on the weight given to environmental attributes. This study focuses on a counterintuitive effect named the embedding effect, characterized by insensitivity to the number of environmental attributes present. The second question concerns the effect of the method of value measurement on the weight given to an environmental attribute. The effects of two criteria are studied: response mode (pricing vs. non pricing) and evaluation mode (joint vs. separate). The third and last question extends the study of evaluation measure and its effect on the weight of an environmental attribute by testing the predictive validity of the evaluation measure on consumer preferences. These research questions are investigated with five experiments that employ various environmental attributes and stimuli. From a theoretical perspective, this research shows the importance of considering the embedding effect and evaluation measurement bias for people interested in environmental attributes evaluation. It also underlines the potential limit of adding an environmental attribute to a consumption product. In terms of utility measurement, the thesis shows, counterintuitively, that willingness to pay is a better measure of environmental values than is choice. From a methodological standpoint, this doctoral thesis proposes an approach to enable attribute weight comparisons across measures. This research suggests to product managers that they need to be aware of these contextual factors when assessing and predicting consumer preferences for a product with an environmental attribute. If the environmental attribute in the finished product will be alone versus in conjunction with another environmental attribute, for example, affects attribute utility. Likewise, willingness to pay appears to be a better predictor of actual preference for environmental attribute than is choice.

Eco-labeling is an important matter in the modern world, because of its relationship to the significant issues of the society, i.e. environmental and health care. More and more people pay great attention to the ‘green’ aspect of their lives. Many researchers, in their turn, unveil the topic devoted to the eco-labeling strategies in their academic papers.  However, there is a certain knowledge gap in the existing literature, which allowed the researchers of this paper to focus the study on consumers' preferences towards eco-labeled products and purchase intention in the context of cultural diversity. Cultural aspect might have the crucial effect and predetermine consumers’ behavior to some extent. Thus, for companies’ management it is highly important to be aware of cultural context of the country they are already operating in or only going to internationalize into. Prior to empirical data collection a literature review on eco-labeling, cultural diversity, and purchase intention were conducted, followed by the integration of gained information into the theoretical model. The theoretical model, developed by the authors, presents the research of the perceived association between consumers’ preferences, as presented by own health care and environmental care, and purchase intention under the impact of the moderating effect of national culture. In order to test the hypotheses formulated on the literature and model bases, primary data from respondents from three different countries (namely, the USA, Sweden, and Russia) and secondary data from existing literature were collected, the integration of which allowed getting some relevant conclusions and results. After the data collection and all the statistical process analyzing it, the researchers concluded that culture has an impact on the association of consumers' preferences and purchase intention of eco-labeled products, but this moderating effect varies in terms of the context of consumers' preferences and different cultural dimensions.

This thesis analyses stated preferences for 4 different types of passenger ve- hicles (conventional, hybrid electric, plug-in hybrid, and battery electric vehi- cles). The discrete choice experiment survey was conducted in Poland in 2014. With the use of latent class model it was possible to identify and describe dis- tinct segments in the population with varying preferences for the propulsion technologies: groups with strong and weak preferences for conventional vehi- cles, segments preferring pure hybrid and plug-in hybrid electric vehicles, and a class in favour of battery electric vehicles. Even though it was found that on average consumers would require compensation up to 22,200zł (e5,311) to switch to using an electric vehicle, respective segments in the population would be willing to pay around 10,100zł (e2,417) for this change in case of pure hy- brid, around 21,400zł (e5,128) in case of plug-in hybrid, and around 92,800zł (e22,199) in case of battery electric vehicles.

The aim of this thesis is to analyse the motivation and preferences of classical music concert attendees on the basis of the authors own quantitative and qualitative research, and to formulate the results into strategic recommendations for the management of music organisations that are looking to address the problem of low or decreasing attendance. Four important Prague-based ensembles - the Czech Philharmonic, the Prague Philharmonic Orchestra, the Prague Radio Symphony Orchestra, and the FOK Prague Symphony Orchestra participated in the questionnaire survey, and a total of 1218 respondents across the four organizations served as the subject of analysis. The theme is interdisciplinary, and this works contribution to the field of music management is also summarized and connected to knowledge from other fields - marketing, dramaturgy, sociology, and particularly psychology, from which Csíkszentmihályis concept of a fully concentrated experience, called flow, is crucial. Statistical testing has confirmed the elementary premise of this work: The concert attendee who usually experiences flow during a classical music concert tends to attend concerts more often than others. The existence of a relationship between the audiences cultural capital (represented by musical education) and flow has also been confirmed. Furthermore, a relationship between genre preferences and flow has been found. In summary, a managerial strategic orientation on facilitating flow to concert attendants can significantly contribute to solving the problem of concert attendance.

I takt med globaliseringen och en ökande konsumtion världen över skapas också ett växande behov för diverse olika förpackningslösningar. De flesta varor på dagens marknader är förpackade på något sätt och detta kräver att det måste produceras oerhört mycket förpackningsmaterial varje dag, vilket tär mycket på jordens resurser utifrån flera perspektiv. Trots detta är förpackningar i många fall nödvändiga och behövs idag för flera olika syften såsom skyddande av produkt, transport och rent marknadsföringsmässigt. Dessa är dock inte de enda viktiga aspekter som behöver övervägas när det kommer till att skapa förpackningar som uppfyller alla dagens krav och som även har hållbarhet i åtanke genom hela försörjningskedjan. Hållbara förpackningslösningar och en miljömedveten industri är därför mycket aktuellt idag. Det blir således intressant att studera hur dessa olika viktiga aspekter prioriteras av produktutvecklare och hur man på olika sätt involverar slutkonsumentens önskemål i processen. En ytterligare intressant aspekt att studera behandlar hur förpackningsindustrin kan påverka slutkonsumenter till hållbara val. Detta arbete bygger dels på empiriska studier i form av semistrukturerade företagsintervjuer på ett förpackningsföretag samt slutkonsumentintervjuer. Detta har kombinerats med en litteraturstudie som har byggt upp den teoretiska referensram som har använts i arbetet. Vidare har dessa jämförts och analyserats vilket har skapat förutsättningarna för diskussionen och slutsatsen som arbetet har mynnat ut i. Resultatet visade att förpackningsutveckling är en process där flera olika kompetenser och avdelningar måste integreras, vilket kan resultera i svåra prioriteringar och dessutom aspekter som kan komma att stå emot varandra. Någon tydlig och entydig prioriteringsordning finns inte och detta i kombination med slutkonsumenter, som utåt sett vill konsumera hållbart, men i slutändan agerar annorlunda skapar en komplex situation. Det finns således även en markant skillnad i hur produktutvecklare respektive slutkonsumenter prioriterar när det kommer till skapande av förpackningar och konsumtion av förpackningar. / In line with globalization and the increasing consumption worldwide, there is a growing need for packaging solutions of many different kinds. Most goods in today's markets are packaged in some way and this requires that an extremely large amount of packaging material is produced every day, which of course, will greatly affect the earth's resources from several perspectives. Despite this, packaging is necessary and is needed today for a variety of purposes such as protection of products, transport and in terms of marketing. However, these are not the only important aspects to consider when it comes to creating packaging that meet all of today's requirements and that also support sustainability throughout the supply chain. Sustainable packaging solutions and an environmentally conscious industry are therefore very relevant today. Thus, it becomes interesting to study how these various important aspects are prioritized by product developers and how different end consumer requirements are considered in the process in different ways. Another interesting aspect to study is how the packaging industry can influence end consumers to sustainable choices. This work is partly based on empirical studies in the form of semi-structured company interviews at a packaging company and end-consumer interviews. This, in combination with a literature study that has built the theoretical frame of reference used, have created the conditions for the analysis and discussion the work has resulted in. The result showed that packaging development is a process where several different competences and departments must be integrated, which can result in difficult priorities and in additional conflicting aspects. There is no clear and unambiguous priority list and this in combination with end consumers, who want to be considered sustainable consumers, but ultimately act differently creates a complex situation. Thus, there is also a large difference in how product developers and end-consumers, respectively, prioritize when it comes to creating packaging and consuming packaging.

We estimate the willingness to pay for electricity generated from renewable energy in the Czech Republic. Discrete choice experiment is used to elicit preferences for various attributes of renewable electricity support scheme (PM emission, GHG emission, size of RE power plant, revenue distribution, and costs). Original survey is carried with 404 respondents living in two regions - Ustecky (polluted area) and Southern Bohemia (cleaner area). We find that respondents prefer decentralized renewable electricity sources over centralized, local air quality improvements over reduction in greenhouse gas emissions. Estimated marginal willingness to pay for 1% reduction in emission of particulate matter equals to 49 CZK, respectively 3.7 % of average monthly electricity bill. In total, WTP for green electricity is larger than current compulsory contributions to renewable energy support scheme. Powered by TCPDF (www.tcpdf.org)

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The average South African tertiary student spends more than the average South African individual each month, making them a valuable market to be understood by retailers. One technique retailers use to differentiate themselves from the increased competition is by relationship marketing through loyalty programmes. Research on the topic of loyalty programmes increased rapidly over the last decade. The problem, however, is that the majority of past research on the subject of loyalty programmes only focused on what happens after customers have already joined a loyalty programme. Little research exists regarding the factors that influence subject participation in loyalty programmes. Furthermore, to date no research study has investigated factors that might influence loyalty programme participation among South African students. The purpose of this study was to understand the tertiary student market by building on the research of De Wulf et al. (2013:69-83) as a vital study to explore factors that might influence them to participate in retail loyalty programmes. An exploratory study was conducted, in which data was collected from students studying at Pearson Institute of Higher Education/ CTI Pretoria by means of self-administered questionnaires. The study followed a quantitative research approach, in order to satisfy the research objectives. The results of the study indicate that the top four characteristics most likely to influence students to participate in a retail loyalty programme, include: a loyalty programme where you receive immediate discounts on certain items at purchase; a loyalty programme that allows you to use your loyalty card at more than one retailer; a loyalty programme with unlimited duration on the usage of benefits or rewards; a loyalty programme that rewards you by giving immediate benefits. / Business Management / M. Com. (Business Management)