Thesis (M.M.S.)--University of Waikato, 2009. / Title from PDF cover (viewed August 31, 2009). Includes bibliographical references (p. 161-174)

Thesis (Ph.D.)--York University, 2005. Graduate Programme in Social and Political Thought. / Typescript. Includes bibliographical references (leaves 292-304). Also available on the Internet. MODE OF ACCESS via web browser by entering the following URL: http://wwwlib.umi.com/cr/yorku/fullcit?pNR11613

This diploma thesis deals with the marketing of grocery stores. The aim of this work was to develop marketing recommendations for grocery stores in small towns in order to improve their relationships with customers and increase traffic to the outlets. Resultscontain qualitative research in the form of in-depth interviews of twenty operators of grocery stores in Brno region, the outputs of these interviews were analysed using grounded theory. The second part of the research was carried out in the form of a questionnairesurvey, the sample consists of 317 respondents. There are verified assumptions formulated on the basis of the findings of qualita-tive research. The main findings of this study are marketing recommendations that lead to improvement of satisfaction of current and potential customers, these pro-posals concern implementation of merchandising and category management.

Dissertação (mestrado) - Pontifícia Universidade Católica do Paraná, Curitiba, 2007 / Inclui bibliografia / O marketing apresenta-se como ferramenta de grande relevância ao meio empresarial, especialmente na sociedade de consumo regida pelo sistema capitalista. Percebe-se que seus instrumentos, dentre eles a publicidade, mais do que 'tornar público' o produto o / Marketing presents itself as a highly relevant tool in the business world, especially in the capitalism-driven consumist society. We notice that its instruments, such as publicity, more than 'make the product or service known', have the role to persuade a

Made available in DSpace on 2009-11-18T18:56:29Z (GMT). No. of bitstreams: 1 ACF12D.pdf: 333618 bytes, checksum: 111654f4740f64f047003e3deef286ed (MD5) Previous issue date: 2007 / This dissertation tried to study qualitatively the performance of the exportation¿s consortiums in the segment of beach fashion in Brazil in the perspective of the marketing. Making use of the method of Grounded Theory, this study aimed to identify the categories that compose and make influence on the exporting performance of four consortiums in Brazil , based on the segment of beach fashion. This study becomes relevant because it classifies the categories found on the field research and exposes their relations. These categories have been characterized as big categories, intermediate categories and initial categories, having it¿s aim respectively: (a) to identify the characteristics found only on the studied consortiums; to identify (b) the promotional composition based on the (c) characteristics found in the segment of beach fashion. The study presents theoretical and managemental implications when shows two important categories that are relevant on the actuation of the exportation¿s consortiums on the external market, which are: knowledge of marketing in the external market and characteristics of the consortiums. / A presente dissertação aborda qualitativamente a atuação de consórcios de exportação no segmento de moda praia no Brasil na perspectiva do marketing. Utilizando-se do método da Grounded Theory, este trabalho identificou as categorias que compõem e influenciam o desempenho exportador de quatro consórcios de exportação deste segmento. Este estudo se torna relevante ao categorizar variáveis encontradas por meio da pesquisa de campo e apresentar as relações entre elas. As categorias foram caracterizadas como grandes categorias, categorias intermediárias e categorias iniciais, e teve como objetivo, respectivamente: (a) identificar características presentes apenas nos consórcios estudados; identificar (b) o composto promocional por meio das (c) características presentes no segmento de moda praia dos consórcios estudados. O estudo apresenta implicações teóricas e gerenciais ao apresentar duas grandes categorias que são relevantes na atuação de consórcios de exportação no mercado externo: conhecimento de marketing no mercado externo e características do consórcio.

Made available in DSpace on 2016-08-03T12:30:30Z (GMT). No. of bitstreams: 1 Raquel Manzo.pdf: 467832 bytes, checksum: a5838daae055fbfbdc0d44d3db38658f (MD5) Previous issue date: 2007-04-12 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The dispute for the consumer s preference in the global scenery generated a growing competition. The point of sale started to stand out as a mark media after the professionalization of the Brazilian retail, initiated in the decade of 1980. With that, the point of sale started to demand researches on products, on consumer s behavior ando n specific tools on sale. The objective of this work is testing the participation of merchandising materials in the processo f the consumer s purchase in supermarkets. For the development of the research, it was chosen the quantitative method through the experimental technique in natural atmosphere, in other words, in supermarkets selected such as Experimental Group and Group of Control. The Experimental Group received merchandising materials during one week and the sales were compared with the Group of Control. It was registered 27,86% of sales increase in the experimental supermarket compared with the supermarket of control. In the comparison with the previous week, there was a fall of 12,62% in the sales of the experimental supermarket. One of the possible explanations for this result is the fall of the consumer s purchase power during the research.(AU) / A disputa pela preferência do consumidor no cenário global gerou um quadro de crescente concorrência. O ponto-de-venda passou a destacar-se como meio de comunicação de marca após a profissionalização do varejo brasileiro, iniciada na década de 1980. Com isso, o ponto-de-venda passou a exigir pesquisas sobre produtos, sobre comportamento do consumidor e ferramentas promocionais específicas. O objetivo deste trabalho é testar a participação de materiais de merchandising no processo de compra do consumidor em supermercados. Para o desenvolvimento da pesquisa, foi escolhido o método quantitativo por meio da técnica experimental em ambiente natural, ou seja, em supermercados selecionados como Grupo Experimental e Grupo de Controle. O Grupo Experimental recebeu materiais de merchandising durante uma semana e as vendas foram comparadas com o Grupo de Controle. Na comparação entre grupos, foi registrado aumento de vendas de 27,86% no supermercado experimental em relação ao supermercado controle. Na comparação com a semana anterior ao experimento, ocorreu queda de 12,62% nas vendas do supermercado experimental. A queda no poder de compra do consumidor no período é uma das possíveis explicações para esse resultado.(AU)

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico, Programa de Pós-Graduação em Arquitetura e Urbanismo, Florianópolis, 2017. / Made available in DSpace on 2017-10-31T03:16:07Z (GMT). No. of bitstreams: 1 348919.pdf: 8598642 bytes, checksum: eff114f4a9b2446a36f07b2d157baa44 (MD5) Previous issue date: 2017 / Diante da "era da infidelidade" por parte dos consumidores, a arquitetura cumpre um papel importante no cotidiano do varejo e exerce grande influência nos processos de consumo. O arquiteto é responsável por um projeto comercial estratégico que envolva o consumidor e o induza no processo de compra através de todos os elementos que compõe a atmosfera do ponto de venda baseado no "DNA de marca", DNA este que é responsável por agregar as características únicas de cada marca. Neste sentido, percebeu-se que são raros os materiais teóricos de arquitetura comercial que abordam a importância de desenvolver projetos de ambientes comerciais mais condizentes com a identidade da marca, ou seja, buscar traduzir o DNA da marca em todos os elementos que compõem o ambiente. Sabe-se que é através dos diversos pontos de contato da marca que a mesma se comunica, e o ponto de venda é um deles. Sabe-se também que quanto mais a marca for fiel a sua identidade e conseguir replicar de forma concreta nos seus diversos pontos de contato, maior será o envolvimento do consumidor com ela. Portanto, as formas de inserção do "DNA" de marca no projeto de arquitetura comercial é o foco do presente trabalho, que tem como objetivo estabelecer diretrizes de projeto para o planejamento de atmosferas de venda mais condizentes com o perfil da marca, considerando a percepção de seus usuários - funcionários e consumidores. Para tanto buscou-se em diferentes campos de conhecimento: Arquitetura, Design, Marketing, Publicidade e Propaganda, Visual Merchandising, Branding e Moda, compreender como estas áreas se relacionavam e se comunicavam no ponto de venda. Essa pesquisa de caráter investigativo, foi realizada em duas lojas de uma rede de franquias que comercializa artigos de moda feminino e masculino, apoiado em métodos qualitativos que incluiem - entrevistas, questionários e levantamento espacial, buscando caracterizar o ambiente e o DNA da empresa, bem como a observação do comportamento dos usuários no meio. Os apontamentos identificaram de forma geral que os usuários percebem o "DNA" da marca no ambiente e no produto, entretanto alguns elementos específicos da atmosfera do ponto de venda se mostraram divergentes e desconexos com a identidade da marca. Através das observações e em conjunto com as entrevistas pôde-se ter uma visão ampliada dos fatores que desagradavam ou agradavam ao usuário no ponto de venda. Os dados alcançados em conjunto com o embasamento teórico permitiram desenvolver diretrizes para o projeto de ambientes comerciais de forma geral (para qualquer segmento do varejo) e específicas para o segmento de moda, a fim de criar projetos estratégicos mais condizentes com a identidade da marca e a percepção dos seus usuários. Não se espera ocasionar esgotamento de investigação, e sim, contribuir com as pesquisas na área de arquitetura comercial e visual merchandising. / Abstract : Faced with the "era of consumer infidelity", architecture plays an important role in the daily life of retail and exerts a major influence on consumption processes. The architect is responsible for a strategic commercial project that involves the consumer and induces him in the buying process through all the elements that make up the atmosphere in the point of sale based on "Brand DNA", such DNA that is responsible for adding as unique characteristics of each brand. It was noticed that the theoretical materials of commercial architecture are rare that approach the importance of the project for a commercial environment to add the identity, that is, the DNA of the brand in all the elements that compose the environment. It is known that it is through the various points of contact of the brand that it communicates, and the point of sale is one of them. It is also known that the more the brand is faithful to the identity and replicate it in a concrete way in the various points of contact, greater will be the involvement of the consumer with the brand. Therefore, the forms of insertion the "DNA" brand in the commercial architecture project is the focus of the present work, which aims to establish design guidelines for the planning sales atmospheres more consistent with the profile of the brand, considering the perception of the users - employees and consumers. In order to do this, it was researched in different kinds of knowledge: Architecture, Design, Marketing, Advertising and Publicity, Visual Merchandising, Branding and Fashion, to understand how these areas related and communicated in the point of sale. This investigative research was carried out in two stores of a franchises sets that sells articles of feminine and masculine fashion, supported by qualitative methods that include - interviews, questionnaires and spatial survey, also seeking to characterize the environment and the DNA of the company, as well as the observation of the behavior about users in the middle. The notes generally identify that users perceive the "DNA" of the brand in the environment and in the product, however some specific elements of the atmosphere of the point of sale have shown to be divergent and disconnected with the identity of the brand. Through the observations and in conjunction with the interviews it was possible to have an enlarged view of the factors that displeased or pleased the user at the point of sale. The data obtained in conjunction with the theoretical basis, allowed the development of guidelines for the design of commercial environments in a general way (for any segment of retail) and specific to the fashion segment, in order to create strategic projects that are more in keeping with brand identity and the perception of its users. It is not expected to cause exhaustion of researches, but only contribute to researches in commercial architecture and visual merchandising.

El presente trabajo trae una alternativa de marketing para poder aumentar las ventas en base a un costo menor que el tipo de marketing ATL. El BTL es un tipo de marketing que se basa en la creatividad e interacción para con los clientes en potencia, haciéndolos sentir parte de la empresa, demostrándoles los atributos del producto aun sin comprarlo, y sobre todo, haciéndolo protagonista de un roadshow de la cual su presencia es parte importante. La aplicación del BTL en la tienda Reebok, se hace necesaria para demostrar que puede hacerle frente a su competencia, y sobre todo demostrando que ante su aplicación, sus ventas se elevarán, mediante un costo menos a las publicidades ya conocidas como lo son radio, tv, revistas y periódicos. Se complementara con el uso de diversas herramientas como lo son el merchandising y las redes sociales. / Tesis

El tema de la presente investigación se centra en los “Elementos del escaparatismo que refuerzan el posicionamiento de las marcas peruanas de ropa juvenil, en Lima Metropolitana”. Para su desarrollo, el contenido se ha dividido en tres partes: introducción, tres capítulos (marco teórico, metodología y resultados) y finalmente, conclusiones (discusión e implicancias para la gerencia). A lo largo de la investigación se sustentará que el primer contacto de los consumidores con la marca es muy importante. En este sentido, el escaparatismo juega un papel muy importante en la mente de los consumidores. Sin embargo, el escaparate, también conocido como vitrina, tiene elementos que seducen al consumidor de distintas maneras. Atendiendo a esas consideraciones, se planteó que el objetivo general de la presente investigación sea conocer si los elementos del escaparatismo ayudan a posicionar las marcas peruanas de ropa juvenil. La metodología de Hernández & Fernández & Batista (2010) facilitó el diseño y alcance de esta investigación académica. El diseño es no experimental de corte transversal y alcance correlacional debido a que se observa y detalla la característica de una variable en un momento específico. Asimismo, se utilizó un enfoque mixto, es decir cualitativo y cuantitativo. Los resultados del estudio abarcan conclusiones desde el comportamiento de compra del target hasta determinar los elementos más valorados del escaparatismo. De lo anterior se desprende que el elemento más valorado de la vitrina es la expresividad (intangible) y el menos valorado es el maniquí (tangible). / The theme of the present investigation focuses on the "Elements of window dressing that reinforce the positioning of Peruvian brands of youth clothing, in Metropolitan Lima". For its development, the content has been divided into three parts: introduction, three chapters (theoretical framework, methodology and results) and finally, conclusions (discussion and implications for management). Throughout the investigation it will be sustained that the first contact of consumers with the brand is very important. In this sense, window dressing plays a very important role in the minds of consumers. However, the showcase, also known as showcase, has elements that seduce the consumer in different ways. Considering these considerations, it was suggested that the general objective of the present investigation is to know if the elements of window dressing help to position Peruvian brands of youth clothing. The methodology of Hernández & Fernández & Batista (2010) facilitated the design and scope of this academic research. The design is non-experimental of cross-section and correlational scope because the characteristic of a variable is observed and detailed at a specific moment. Likewise, a mixed approach was used, that is, qualitative and quantitative. The results of the study include conclusions from the purchasing behavior of the target to determine the most valued elements of the window dressing. From the above it follows that the most valued element of the showcase is the expressiveness (intangible) and the least valued is the mannequin (tangible).

The objectives of this study are to develop an understanding of the quality related issues and gaps relevant to apparel merchandising within the South African context, with a specific focus on Fabric Objective Measurement, a relatively new technology and one which could fruitfully be applied in South Africa, but which appears to have been largely neglected to date. Fabric Objective Measurement (FOM) represents a new generation of instrumentally measured parameters which provide a more complete picture of fabric quality, tailorability and clothing performance. The two main FOM systems, FAST and Kawabata, are discussed under FOM in terms of their applications, control charts and their worldwide utilisation. A literature review has been done on the global clothing sector as well as South African clothing industry. The research involved a questionnaire survey of, and interviews with major clothing and retail companies in South Africa with a specific focus on the gap in the South African clothing industry in terms of FOM and other quality related issues. The data and information so captured are presented graphically, statistically analyzed and interpreted, to arrive at the main conclusions and recommendations. Trubok, Newcastle, the only company in South Africa utilizing FOM, was visited in order to obtain hands on experience with the FAST system as operated in a mill. Two different fabrics were tested and the control charts obtained were interpreted. According to the analysis of the questionnaires and interviews, various conclusions could be drawn. When benchmarking a product, quality emerged as the first criterion, 100 percent retailers and manufacturers agreed to this. Most respondents stated that their fabric and garment testing is mostly done in-house while other respondents stated that their fabric and garment testing is mostly done by their respective suppliers. The most commonly used outside laboratories are SGS and ITS. Merchandising and quality complement each other and with proper quality assessment the merchandising workflow becomes smooth, easy and timely delivery of products. All of the respondents (100 percent) supported this fact. Retailers and manufacturers agreed that quality and merchandising are related to each other and hence helping those in achieving product benchmarking (statistically significant at 95 percent confidence level). Retailers and manufacturers conduct fabric and garment tests on a regular/routine basis and mostly use knitted and woven fabrics in garment making. In addition to the above, the worldwide manufacturers and suppliers of the FAST and Kawabata systems were approached to obtain data and information about the number of such systems sold worldwide and their fields of application. This information was considered important in promoting FOM in South Africa. Only one manufacturer is presently using FAST for quality control purposes. Of the manufacturers and retailers covered, most of them were either unfamiliar or totally unaware of FOM and its application. This indicates that there is considerable scope for introducing this highly advanced technology into the textile and clothing manufacturing and retail pipeline in South Africa. Most of the manufacturers and retailers (50 percent) intend to introduce certain new tests in future. The tests that they are planning to introduce in future may include FAST, which is fairly simple, reliable and productive, as well as enhancing the quality of the garment. If used, FOM can improve the quality and competitiveness on the international level which is currently lacking in the South African clothing sector.