The submitted thesis analyses purchasing behaviour of consumers in holiday planning for the year 2016. The thesis is divided into six chapters. The first chapters focus on explanation of the purpose of the thesis, a hypothesis definition and methodological workflow, and important theoretical terms. In order to fulfil the purpose of the thesis, a questionnaire survey, interpretation of its results, data analysis, and hypothesis evaluation were carried out. Based on the questionnaire survey results, consumer segments in the holiday market were determined using following categories - gender, age, the highest level of education achieved and an average household monthly net income. For all determined segments, trends in purchasing behaviour were then identified resulting in recommendation for business entities offering holiday packages.

Submitted by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-06-16T16:17:55Z No. of bitstreams: 1 arquivototal.pdf: 1450218 bytes, checksum: 388d500565cd23691464e5086e5ca129 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:21:54Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1450218 bytes, checksum: 388d500565cd23691464e5086e5ca129 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:23:03Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1450218 bytes, checksum: 388d500565cd23691464e5086e5ca129 (MD5) / Made available in DSpace on 2016-06-20T11:24:25Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1450218 bytes, checksum: 388d500565cd23691464e5086e5ca129 (MD5) Previous issue date: 2016-02-29 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / The purpose of this research was to understand the consumer behavior of visually impaired people in consuming educational services during elementary school, aiming to develop initiatives to mitigate its vulnerability as consumer. The ethnographic research, developed in a NGO, which is engaged in the education of students with visual impairment in João Pessoa /PB, was preceded by a review of literature about the Transformative Consumer Research, the Consumer Vulnerability and the performance of visually impaired people as consumers with emphasis on the consumption of educational services. The data were collected through 17 narrative interviews with elementary school students supported by this institution, six in-depth interviews with managers and teachers of the NGO Lar, five interviews with relatives of these students, and seven months of participant observation inside the institution. The results of the research indicate that the schoolmates, teachers, school managers and NGOs that work with visually impaired people interfere directly in the consumption behavior of the subjects, being able to contribute or inhibit the subjective well-being of the students. In addition, the powerlessness before unfair taxes, the lack of open positions in public or private schools and the lack of adequate teaching materials are characteristics of the investigated context that accentuate the vulnerability state of respondents. Starting the debate in Marketing of educational services in elementary school and developing this research on the fundamentals of Transformative Consumer Research can be considered theoretical contributions of this study, which also has practical contributions to civil society organizations from Joao Pessoa. / A finalidade desta pesquisa foi conhecer o comportamento de consumo dos deficientes visuais ao usufruírem de serviços educacionais durante o ensino fundamental, de forma a desenvolver iniciativas voltadas para amenizar sua vulnerabilidade de consumo. A investigação etnográfica, desenvolvida numa ONG que atua na educação de alunos com deficiência visual em João Pessoa/PB, foi precedida de uma revisão de literatura sobre a Pesquisa Transformativa do Consumidor, a Vulnerabilidade do Consumidor e a atuação dos deficientes visuais enquanto consumidores, com ênfase para o consumo de serviços educacionais. Os dados foram coletados por meio de 17 entrevistas narrativas com alunos do ensino fundamental que frequentavam a instituição, seis entrevistas em profundidade com gestores e professores da ONG Lar, cinco entrevistas com responsáveis desses alunos e sete meses de observações participantes na instituição. Os resultados da pesquisa apontam os colegas da escola, os professores, os gestores escolares e as ONGs que atuam com deficientes visuais são atores que interferem diretamente no comportamento de consumo dos sujeitos de pesquisa, sendo capazes de contribuir ou inibir o bem-estar subjetivo dos alunos. Além disso, a impotência diante da cobrança de taxas abusivas, a falta de vagas em escolas públicas ou privadas e a ausência de materiais didáticos adequados são características do contexto investigado que acentuam o estado de vulnerabilidade dos entrevistados. Iniciar o debate em marketing sobre a prestação de serviços educacionais no ensino fundamental e desenvolver esta pesquisa sob os fundamentos da Pesquisa Transformativa do Consumidor podem ser consideradas contribuições teóricas deste estudo, que ainda possui contribuições práticas para organizações da sociedade civil de João Pessoa.

The main object of my dipoloma work was to analyse consumer`s and shopping behaviour on the market with meat and meat products. Then on the basis of this analysis I should recommend products with consideration of various consumable recommendations to product consumers. For making up this work I have used the study of expert literature as well as the collection of secondary sources. I have obtained the secondary sources by carrying out the questionnaire investigation. From this questionnaire investigation the real consumer`s and shopping manners on the market with meat and meat products in the Czech Republic emerged. I have compiled the informations acquired by the investigation into graphs so that the results were well-arranged. In addition I have analysed the graphs in words. In the next part of my work I was pursueing whether the consumers follow the consumable recommendations concerning meat and meat products consumption. I have compared these recommendations with the research results and I have formulated a concrete consumable recommendation.

The purpose of this diploma thesis is to analyze the process of purchasing decisions of tourist{\crq}s visiting the region of Český Krumlov and based on their preferences, to suggest suitable measures for the retail unit Renata, which I´ve done a research about in the second part of this thesis. Collection of primary data is done by using a questionnaire survey, which is divided into two parts. The first part of the research analyzes the purchasing behavior of a sample of tourist{\crq}s visiting Český Krumlov. The second part of the research analyzes the purchasing behavior of a sample of customers of the retail unit Renata in the Český Krumlov.

The aim of this diploma thesis was to describe consumers{\crq} behaviour in the market with regards to print cartridges and to recommend the most suitable products to them on the basis of the established preferences and attributes. I used a questionnaire survey and a calculation of print cartridges parameter weights using the method of multi-criteria decision making. I found from the survey that the respondents mostly own ink multifunction equipment. Among the most commonly used printer makes are Hewlett Packard, Cannon and Epson. However, the proportion of less significant makes has dropped in the last three years. The respondents mostly buy original cartridges in shops and they buy black cartridges more often than colour cartridges. The main criteria for choosing a certain cartridge are price, quality and availability. The obtained information helped me select suitable cartridges for consumers. I found that cartridges are more readily available on the market in comparison to toners. When evaluating measurable attributes (price, quality and environmental friendliness) I calculated that in most cases it pays to buy renovated cartridges, especially for the evaluated cartridge from the makes HP and Canon and for toner makes HP and Epson. Epson cartridges contain a chip which prevents their renovation which is why I would recommend the purchase of a compatible cartridge. For the Canon toner I would recommend the purchase of a compatible cartridge too. In summary of my recommendations I would advise consumers to look closely at the price, volume, quality, producer and possibility to renovate when purchasing cartridges. I would further recommend buying ink printers as it is difficult to get cartridges for laser printers. I would point out that in most cases a rule applies: the cheaper the printer the more expensive the cartridge.

Esta pesquisa analisa a importância de empresas supermercadistas que já operam com centrais de negócio, onde buscam obter melhores condições competitivas de mercado, mais especificamente denominados supermercados de vizinhança, destacando os fatores que podem ser mais facilmente percebidos pelos clientes dessas lojas. Apesar da reconhecida importância das centrais de negócios no contexto brasileiro, ainda existe pouco conhecimento aprofundado do assunto. Esta iniciativa ganhou força no País apenas nos últimos cinco anos e a maioria dos estudos encontrados na literatura possui caráter predominantemente exploratório. Neste sentido, a presente pesquisa buscou, por meio do levantamento bibliográfico e do estudo de caso, obter a opinião dos clientes acerca da percepção de benefícios ao comprarem produtos nas lojas que pertencem a uma central de negócio, quando comparados com lojas equivalentes, consideradas concorrentes. Foi realizada uma pesquisa com abordagem quantitativa, no formato estudo de caso utilizando-se amostragem por conveniência. A coleta de dados da amostra foi feita através de questionário estruturado. Para analisar os dados foi utilizado o teste de Mann- Whitney, cuja aplicação é indicada quando estão em comparação dois grupos independentes. Os resultados permitiram identificar a existência de percepção de benefícios dos consumidores ao comprarem em supermercados de vizinhança pertencentes a uma central de negócio, bem como identificar os aspectos mais representativos dos referidos benefícios. / This research analyzes the importance of the supermarket enterprises, more specifically called \"vicinity supermarkets\" or \"neighborhood supermarkets\" which that already work organized under central business cells, in order to gain better competitive market conditions, highlighting the factors that are easily recognized by their clients. In spite of the already known importance of this kind of business in the Brazilian context, there is not a deep knowledge about the subject. The implementation of these central business cells has been carried out in Brazil only in the last 5 years, and most of the studies found in the references show a nature predominantly exploratory. In this sense, the present research is composed of a bibliographic review and a case study. The objective of the case study was to identify the clients\' opinion related to the perception of benefits on buying from the stores that belong to a central business cell and from other competitors. It was undertaken 236 (two hundred thirty six) interviews conducted in a quantitative approach, using a case study that involved a sample for convenience.. The data obtained were analyzed though the Mann-Whitney statistic test, which is indicated to be used when two independent groups are under comparison. The results allowed identifying the existence of benefit\'s perception of consumers when buying at neighborhood supermarkets that is part of a central business cells, as well as the more relevant aspects of these benefits.

This Master's thesis deals with analysis of chocolate confectionery market in the United Kingdom. The methodology used to bring a complex picture about the main trends is retail scan data analysis accompanied by consumer panel and consumer research. As a result, this work provides a detailed mapping of chocolate confectionery market environment and elaborates a set of recommendations for marketing orientation.

Commercial communications is often accused of stereotyping when picturing women in commercials. To certain extent women expect and ask for "better and easier world" when it comes to advertising. In many cases however women tend to feel simplified. Both from advertising theory and practice insight is crucial for advertising to resonate with its target audience. If the communication is built on well-chosen insight the consumer gets a feeling that the brand understands him better. The main task of this work is thus to give insight into the mind of women as consumers and to find out how women perceive themselves in commercial communication. Two levels, theoretical and practical, are distinguished within this task that were later transformed into specific goals. Foreign literature gives evidence that insight is actually important part of both advertising theory and practice. No literature maps the attitude of practitioners in advertising in the Czech republic. Therefore the first goal is to map the role and understanding of insight in the Czech republic. To research this topic 12 in-depth interviews with advertisers and practitioners from communication and research agencies were executed. The in-depth interviews confirm the importance of insight also in the Czech republic. Second specific goal of the thesis is to map what kind of advertising Czech women consider as insightful. For the research purposes the insightfulness of communication is transformed into self-identification with media and commercial content. In the first part of this research respondents were asked to come up with content that evokes a feeling of understanding and self-identification. The research also verifies two hypotheses. H1: Stereotypes in advertising bother women. H2: Insights created in foreign countries can be applied in the Czech market. 200 women were interviewed through online questionnaire. As a stimuli television commercials with chosen parameters were used. It was found out that the self-identification with media content came through the identification with the main heroine, identification with realistic situations and through humour. The first hypothesis is not confirmed by the research. Women were not really bothered by stereotypes in advertising according to the research. The second hypothesis is not confirmed either. Foreign insights cannot be automatically used in the Czech market. There are national and cultural differences that need to be taken into account. The thesis is divided into 7 chapters including the introduction and the summary. The benefit of this work on the theoretical level is seen in mapping the topic in its complexity. The practical contribution is seen in how the work assesses insights, its creation but also expectations of the subjects in the market.

Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2017-07-20T14:02:56Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) KARLA KARINA DE OLIVEIRA.pdf: 9057689 bytes, checksum: 7d3d512f42ca71d57bd81ff0ff9543d9 (MD5) / Made available in DSpace on 2017-07-20T14:02:56Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) KARLA KARINA DE OLIVEIRA.pdf: 9057689 bytes, checksum: 7d3d512f42ca71d57bd81ff0ff9543d9 (MD5) Previous issue date: 2015-08-31 / FACEPE / Buscando o entendimento da relação entre o ambiente de um centro comercial planejado, na cidade de Recife, e a experiência de compra dos deficientes visuais, esta dissertação foi estruturada, com ênfase nos estímulos presentes em tal ambiente. Dessa forma, busca-se, também, a compreensão da interpretação da experiência de compra das PcD’s visual através da percepção de elementos do ambiente físico e social. A escolha do tema foi motivada pela necessidade de uma pesquisa transformativa, que contemple temas e atores sociais pouco estudados, como é o caso dos deficientes visuais, como consumidores ativos, porém fora do âmbito de loja, apenas no ambiente comum de um shopping, no intuito de apresentar uma perspectiva de inclusão e acessibilidade pré compra. Para tanto, foram realizadas 12 entrevistas episódicas e semiestruturadas com integrantes do Instituto dos Cegos de Pernambuco e APEC, na cidade de Recife. Houve, ainda, a observação participante por meio de um passeio no shopping, precedida de uma experiência de campo vivida pela pesquisadora, na condição de deficiente visual, de olhos vendados, que proporcionou uma imersão na realidade dos informantes e das condições do ambiente. O estudo tem abordagem interpretativista e caracteriza-se por pesquisa qualitativa básica descritiva, com base fenomenológica, fundamentada no construtivismo social. Os dados coletados foram analisados de acordo com a técnica de análise de discurso, tendo como principal resultado a constatação de que um ambiente planejado com elementos sensoriais nem sempre se adéqua à realidade das PcD’s visual. No contexto estudado, os elementos físicos constantes no ambiente de varejo acabam por afastar os consumidores com deficiência visual, sendo determinante o comportamento das pessoas, tanto funcionários quanto frequentadores do lugar. Embora a literatura apresente as pessoas como parte do ambiente social, com base nos resultados, esta pesquisa inclui estas, também, no ambiente físico, configurando-as como barreiras à acessibilidade. Assim, propõese uma postura mais humanizada, a fim de que o ambiente de varejo torne-se inclusivo e adequado para as PcD’s visual. / Searching for the understanding of the relationship between the environment of a planned shopping center in the city of Recife, and the shopping experience of the visually impaired, this thesis was structured, emphasizing the stimuli present in such an environment. Thus, it seeks to also understanding the interpretation of the shopping experience of the people with disabilities visual perception through the elements of the physical and social environment. The choice of subject was motivated by the need for transformative research, covering topics and social actors little studied, as is the case of the visually impaired, as active consumers, but outside of the store, only in common a shopping environment, order to present a perspective of inclusion and pre-purchase affordability. Therefore, there were 12 episodic interviews and semi structured interviews with members of theBlind Pernambuco Institute and APEC in the city of Recife. There was also a participant observation through a walk at the mall, preceded by a field experience lived by the researcher, provided visually impaired, blindfolded, which provided an immersion in the reality of informants and environmental conditions. The study has interpretative approach and is characterized by basic descriptive qualitative research, with phenomenological basis, based on social constructivism theory. The data were analyzed according to the discourse analysis technique, the main result the realization that an environment designed with sensory elements not always fits in the reality of the people with disabilities visual. In the context studied, the physical elements contained in the retail environment end up away consumers with visual impairments, and determining the behavior of the people, both employees and regulars of the mall. Although the literature presents people as part of the social environment, based on the results, this research includes these, too, also in the physical environment, setting them up as barriers to accessibility. Thus, we propose a more humane posture, so that the retail environment to become inclusive and suitable for the the people with disabilities visual.

A sociedade tem sofrido há décadas os malefícios da má alimentação. Ao mesmo tempo que as pessoas têm consciência da importância de mudar seus hábitos, enfrentam grande dificuldade em alterar a forma como se alimentam. Uma série de pesquisas foi realizada sobre a questão do que motivaria as pessoas a escolher seus alimentos de forma geral, algumas apontando o Prazer Sensorial como principal motivação, mas pouco foi investigado sobre quais seriam os drivers da escolha de alimentos saudáveis. Há uma lacuna na literatura em relação a quais seriam os impulsionadores da escolha desse tipo de produto. Desta forma, o objetivo desta pesquisa é investigar as motivações para a escolha de alimentos saudáveis, pelos consumidores. Neste sentido, este trabalho insere-se em uma linha de pesquisa chamada Transformative Consumer Research. Para abordar os objetivos, desenvolveu-se uma investigação estruturada em 4 fases: (1) revisão da literatura; (2) pesquisa qualitativa por meio de entrevistas em profundidade; (3) pesquisa quantitativa por meio de modelagem de equações estruturais - amostra de desenvolvimento com 262 entrevistas; (4) pesquisa quantitativa por meio de modelagem de equações estruturais - amostra para teste do modelo com 300 entrevistas. Os resultados mostram que a motivação Familiaridade seria a mais importante a ser atendida para ampliar o consumo de alimentos saudáveis. Em segundo lugar, destaca-se a motivação Energia, entre as pessoas mais velhas (40 anos ou mais) e o Controle do Peso, entre as mais jovens (39 anos ou menos). O estudo aponta ainda duas outras motivações, Saúde e Funções do Corpo (intestino e digestão). Elas têm efeito significativo na intenção, mas há poucas evidências do seu impacto no consumo real. Por fim, a motivação Prazer Sensorial, apontada como a mais importante em trabalhos anteriores sobre alimentos no geral, destaca-se como a menos importante para o consumo de alimentos saudáveis. A pesquisa traz contribuições teóricas no sentido que apresenta um modelo integrativo das motivações ao consumo de alimentos saudáveis, traz o desenvolvimento de novas escalas, oferece definições para as motivações e os alimentos saudáveis, e aponta as diferenças entre as motivações ao consumo de alimentos saudáveis e as relacionadas aos alimentos no geral. São também apresentadas contribuições às empresas de alimentos, que poderiam adequar suas estratégias de posicionamento, targeting e produto de acordo com as necessidades reveladas dos consumidores. A pesquisa traz ainda contribuições sociais. Órgãos governamentais, ONGs e associações, que têm por objetivo a promoção da alimentação saudável, poderiam utilizar os resultados como forma de melhorar a eficácia de seus programas para ampliar o consumo destes produtos junto à população. / Society has faced for decades the consequences of bad nutrition. Consumers know they should change their habits, but they have a hard time altering the way they eat. Previous research was carried out on the motivations for food consumption in general, some of them pointing out Sensory Pleasure as the most important one, but not as much was studied about what would be the main choice drivers for healthy food. There is a gap in the literature related to what would be the chief motivators for the consumption of these products. Therefore, the objective of the present study is to investigate what are the main motivations for consumers to choose healthy foods. Accordingly, this research can be related to a line of investigation called Transformative Consumer Research. To approach the objectives, this research was structured in 4 phases: (1) literature review; (2) qualitative research through in-depth interviews; (3) quantitative research through structural equation modeling - development sample with 262 interviews; (4) quantitative research through structural equation modeling - model test sample with 300 interviews. Results showed that the motivation Familiarity is the most important to be worked on to enhance the consumption of healthy foods. In addition, two other motivations stand out, but with a more limited reach: Energy is more relevant among older consumers (40 years old or older), while Weight Control is more important among younger consumers (39 years old or younger). The research still points out two other motivations, Health and Body Functions (intestines and digestion). They have a significant effect on the intentions to consume, but there is not strong evidence of their effect on actual consumption. Finally, Sensory Pleasure, pointed out in previous studies as the most important motivation to food consumption in general, is presented here as the least important motivation for the consumption of healthy foods. This study has theoretical contributions while presenting an integrative model of motivations for healthy food, delivering new scales development, conveying definitions for motivations and healthy foods, besides pointing out the differences between the motivations for the consumption of healthy foods and food products in general. In addition, contributions to companies that market healthy foods are also discussed, since they could use the results to make their positioning, targeting and product strategies more adequate to consumer needs. The investigation also delivers social contributions. Govern agencies, NGOs and associations, which have as their main goal to improve population nutrition, could use the results to improve the efficacy of their programs aimed to enhance the consumption of healthy foods.