Submitted by Ronildo Vaz (ronildo-vaz@uol.com.br) on 2018-06-26T23:24:29Z No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) / Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-06-28T16:19:28Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-06-28T16:33:06Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) / Made available in DSpace on 2018-06-28T16:33:06Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) Previous issue date: 2018-05-30 / A partir dos fundamentos do gerenciamento por categorias, o objetivo do estudo foi identificar como o pequeno varejista pode buscar formas de melhorar as decisões sobre o sortimento e exposição de produtos tornando o negócio mais lucrativo e avaliar os impactos na percepção dos shoppers. A unidade de análise é um minimercado de dois checkouts com 66 metros quadrados de área de vendas na cidade de Florianópolis. O trabalho foi desenvolvido em duas etapas: na primeira etapa foram realizadas mudanças no sortimento e na forma de exposição na gôndola de seis categorias de produtos de higiene pessoal. Para isso, foi utilizado o método de pesquisa-ação que procura melhorar uma prática através da colaboração entre o pesquisador e sua unidade da análise, neste caso o pequeno varejo estudado. Para balizar as mudanças, foi feita uma revisão secundária de pesquisas sobre o comportamento dos shoppers, participação de mercado dos produtos, formas de segmentação e exposição das categorias, dados de vendas e margem e espaço na gôndola disponível para exposição das categorias de produtos. A partir das análises da primeira etapa foi possível observar o incremento das vendas e margem das categorias manipuladas. Na segunda etapa foram feitas observações diretas e entrevistas com os clientes e profissionais da empresa. Os objetivos desta etapa foram: identificar as políticas e os processos praticados pelo pequeno varejo sobre sortimento e exposição de produtos, se há suporte das indústrias e seus distribuidores sobre definição do sortimento e exposição de produtos e observar se houveram melhorias na percepção dos shoppers sobre as mudanças realizadas. Na perspectiva dos profissionais do pequeno varejo, não há suporte dos seus fornecedores para a definição do sortimento e exposição de produtos sendo ainda uma relação predominantemente transacional focada no sell in. As mudanças não melhoraram a percepção dos shoppers apontando um canal alternativo, farmácia, como a opção mais indicada como o local de compra das categorias de higiene pessoal, ao invés do pequeno do pequeno varejista estudado. / From the fundamentals of category management, the aim of the study was to identify how the small retailer can look for ways to improve product assortment and exposure decisions by making the business more profitable and assessing perceptual impacts on shoppers. The unit of analysis is a mini-market of two checkouts with 66 square meters of sales area in the city of Florianópolis. The work was carried out in two stages: in the first stage changes were made in the assortment and in the form of exposure in the shelf of six categories of personal hygiene products. For this, we used the action research method that seeks to improve a practice through the collaboration between the researcher and his unit of analysis, in this case the small retailer studied. To mark the changes, a second review of shopper behavior, market share of products, segmentation and exposure forms of categories, sales and margin datas and space in the shelf available for display of the product categories was made. From the analyzes of the first stage it was possible to observe the increase in sales and margin of the manipulated categories. In the second stage, direct observations and interviews with clients and professionals of the company were made. The objectives of this stage were: to identify the policies and processes practiced by small retailer on assortment and product exposition, if the industries and their distributors give support on assortment definition and product exposition, and to observe if there has been improvement in the perception of shoppers about changes made. From the perspective of small retail professionals, there is no support from their suppliers for assortment definition and product exposure, while a predominantly transactional relationship is focused on sell in. The changes did not improve shoppers' perception by pointing to an alternative channel, pharmacy, as the best choice as the place to buy personal hygiene categories, rather than the small retailer studied

A temática da publicidade encontra-se normatizada no Código de Defesa do Consumidor a partir de princípios e cláusulas gerais, que, se virtuosas pela abrangência interpretativa, igualmente passíveis de desencadear grande insegurança jurídica quando não calcadas em consolidada doutrina e parâmetros interpretativos concretos. Nesse contexto, a presente tese tem por escopo conferir nova e detalhada sistematização ao tema e, fundamentalmente, fornecer ao operador do direito diretrizes palpáveis à análise da enganosidade e abusividade nas mensagens publicitárias. Trata-se, por exemplo, da necessidade de se analisar a (i)licitude da publicidade a partir da figura do consumidor como critério interpretativo central do artigo 37 CDC, procedendo-se a uma releitura do conceito de consumidor médio. No exame da publicidade enganosa, em especial no âmbito da sua tutela difusa, propõe-se, ademais, o critério de investigação do consumidor típico da publicidade, a partir do qual o potencial de indução em erro poderá ser melhor apreendido. A tese aborda ainda o conceito de dado essencial para configuração da enganosidade por omissão e ressalta os efeitos das mensagens secundárias ao slogan principal da publicidade. Tema igualmente novo refere-se à adoção das pesquisas de mercado na constatação da (i)licitude da publicidade. No que tange à publicidade abusiva, o trabalho se lança ao exame e delimitação de seus conceitos indeterminados, destaca o aspecto da tutela dos valores da coletividade e demonstra a impropriedade de uma análise puramente subjetiva e individual dessas peças publicitárias. O presente estudo apresenta ainda um quadro sistemático das técnicas publicitárias mais freqüentes, i.e., merchandising, publicidade redacional, teaser, exagero publicitário e mensagem de tom excludente, publicidade testemunhal e comparativa, analisando suas implicações no âmbito do direito do consumidor. Por fim, aborda-se a responsabilidade civil na publicidade ilícita e os pressupostos do dever de indenizar. Examina-se a reparação do dano moral (individual e coletivo) e o aspecto punitivo de tais indenizações, bem como os sujeitos da responsabilidade civil e a existência (ou não) de uma responsabilidade solidária entre anunciante, agência, veículo e celebridades. / Advertising is regulated by the Consumer Defense Code (CDC) according to principles and general rules that, notwithstanding being characterized by their constructive scope, may give rise to legal uncertainty whenever they are not grounded on settled legal doctrine and concrete constructive parameters. In this context, the present thesis aims to grant new and detailed systematization to the issue, and provide lawyers with tangible directions to analyze the deceptiveness and abusiveness within advertising messages. It regards, for instance, the need to analyze advertising (un)lawfulness from the consumers standpoint as the core constructive criterion of article 37 of the CDC. At this point we scrutinize in details the concept of reasonable consumer. Upon examining deceptive advertising, especially with regard to its diffuse protection, we propose, in addition, the typical consumer investigative criterion in advertising whereby potential error induction may be better understood. The thesis also addresses the essential data concept to configure deceitfulness by omission, and underscores the effects of secondary messages on the main advertising slogan. Likewise, the theme is related to the adoption of market research to ascertain advertising (un)lawfulness. Considering abusive advertising, this thesis examines its undetermined concepts, highlights the protection of collective values, and evidences the inadequacy of its subjective and individual analysis. The present study also offers a systematic table of the most frequent advertising techniques, i.e., merchandising, copywriting, teaser, exaggerated and excluding advertising, testimonial and comparative advertising, analyzing their entailments within Consumer Law. Finally, the work addresses the liability related to unlawful advertisement and the elements that determine the duty to indemnify. Pain and suffering redress (either individual or collective) and the punitive feature of such indemnification are examined herein, as well as the liable subjects and the existence (or not) or joint liability among the sponsor, advertising agency, media vehicle and celebrities.

The goal of this thesis is to define proces of creating the concept of category management and to apply the proces via existing assortment concept of certain retail company. The theoretical part covers basics of category management, merchandising and other related disciplines and its influence to creating concepts. Practical part includes detailed description of creating the concept, realized by retail company, selling Do it yourself products. Creation proces will start by anylysing current sutiation, following by determination of category strategy and objectives and implemetation of new concept.

The purpose of this study was to determine attitudes toward low carbohydrate diets among consumers and the attributes that influence their purchase decision. A growing number of diet trends are spreading across the nation in an effort to improve health and lose weight such as the Atkins diet and the South Beach diet.

The purpose of this project is to apply public relations theoretical frameworks and advertising strategies to the public relations campaign for Bangkok Fashion week to increase the number of domestic participants.

Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives. The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. / Business Management / M. Com. (Business Management)

This thesis is focused on the evaluation of the franchising network COMFOR development. COMFOR is present on the information and communication technologies market. My thesis contains the theoretical ground for franchising use in practice, company analysis and analysis of its neighbourhood, development strategy of franchising draft and single parts of the draft implementation.

This research study aims to obtain a holistic view of the area of store atmospherics, which forms part of the retail industry. A consumer-centred response approach was followed. Store atmospherics and its influence on consumers’ buying behaviour has received very little attention in the literature to date. Consumers’ views on in-store atmospheric elements and the influence of these elements on their buying behaviour were obtained. The primary research aim that was derived from the preliminary literature was therefore to explore the influence of store atmospherics on consumers’ buying behaviour in apparel retail stores in the Tshwane region. The type of research design used in this study was exploratory, making use of a qualitative approach and a communicative technique of interviews. The selected method was focus group interviews and naïve sketches. The data gathered was analysed by means of Tesch’s inductive descriptive coding technique, better known as thematic analysis. It was found that atmospheric elements have the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers will spend in-store and ultimately influences their buying decisions and behaviour either positively or negatively. This had a direct influence on the amount of time that consumers will spend instore and ultimately influences their buying decisions and behaviours either positively or negatively, meaning that the consumers’ will display either an approach- or avoidance behaviour. / Business Management / M. Com. (Business Management)

Newsvendor Models with Monte Carlo Sampling by Ijeoma Winifred Ekwegh The newsvendor model is used in solving inventory problems in which demand is random. In this thesis, we will focus on a method of using Monte Carlo sampling to estimate the order quantity that will either maximizes revenue or minimizes cost given that demand is uncertain. Given data, the Monte Carlo approach will be used in sampling data over scenarios and also estimating the probability density function. A bootstrapping process yields an empirical distribution for the order quantity that will maximize the expected profit. Finally, this method will be used on a newsvendor example to show that it works in maximizing profit.

La marchandisation de l’art se traduit par une dérive progressive de l'esprit de collection. Elle est notamment perceptible dans le désir de plus-value des collectionneurs, qui va de pair avec le fait que l'aura de la valeur artistique et esthétique d'une œuvre est fonction du prix qu'elle atteint en tant que marchandise de luxe dans les salles de vente. La valeur de l’art s’en est trouvée assujettie à un marché capitaliste dont les guerres ont paradoxalement favorisé la mondialisation. Ce marché de l’art, qui est en cours de restructuration permanente, favorise chez les artistes une course à la « starification » et à des cotations tout particulièrement ambivalentes. Faut-il en conclure que la marchandisation a pris le pas sur l'artistique, le prix sur la valeur de l’œuvre, le lucre sur l'esthétique ? Cette thèse défend l'idée que la force, et la ruse des œuvres d'art, se manifestent dans leur capacité, à se jouer du milieu religieux, idéologique ou imagologique dans lequel elles voient le jour. Cette force se révèle aujourd'hui dans l’aptitude du geste créateur, qui relève — Marcel Mauss l'a bien vu — fondamentalement du don et du contre-don, à faire voler en éclat les illusions engendrées par la marchandisation. En permettant à l’imaginaire de s’incarner à l’égal du réel, l’artiste ouvre le champ infini des possibles. C'est pourquoi la vie des œuvres d'art n'en finit pas de rendre le cosmos cosmétique, quitte à se servir du « lucre » comme d'un appât habile à stimuler le marché, dont se sert in fine, sa « main invisible ». / The commodification of art results in a gradual drift of the collection spirit. This is particularly noticeable in the desire of collectors for added value, which goes hand in hand with the fact that the aura of the artistic and aesthetic value of work depends on the price it has achieved as a luxury commodity in the sales rooms. The result was a subjugation of the value of art to a capitalist market whose wars paradoxally favored globalization. This art market, which is undergoing permanent restructuring, favors artists’ quest for « starification » and particularly ambivalent ratings. Must we conclude that commodification has overtaken the artistics, that the price is now beyond the value, the profit beyond the aesthetic ? This thesis defends the idea that force and cunning of works of art are manifested in their opportune ability to trifle with the religions, ideological or imaginary environment in which they emerge. This force is today identified in the aptitude of the creative gesture, which – Marcel Mauss saw clearly – is fundamentally a gift and a counter-gift, to smash to pieces the illusions engendered by the commodification. And strong work links the imaginary to the symbolics to become « real ». By making the imaginary equal to the real, the artist opens the infinite field of possibilities. This is why the life of works of art never ceases to make the cosmos cosmetic, even if it uses the « lucre » as a bait skilful enough to stimulate the market, which is, in fine, manipulated by its « invisible hand ».