Há crescentes evidências do papel da divulgação publicitária de alimentos e bebidas na promoção e consolidação de padrões de alimentação potencialmente prejudiciais à saúde da população. Críticas de diversos atores sociais em vários países ao conteúdo de propagandas de alimentos e bebidas sugerem necessidade de regulação pelo setor público ou setor privado. No Brasil, o Código Brasileiro de Autorregulamentação Publicitária constitui padrão normativo relacionado aos aspectos éticos estipulados para propagandas; sendo descumprimento das normas estabelecidas passível de penalidade estabelecida pelo Conselho Nacional de Autorregulamentação Publicitária (CONAR). O objetivo do presente estudo é analisar tendência das denúncias quanto ao descumprimento de normas éticas em propagandas de alimentos e bebidas no Brasil, julgadas pelo CONAR entre 1999 e 2015, segundo grupos de alimentos e bebidas, assim como perfil das penalidades atribuídas, dentro do contexto da investigação científica sobre regulação da propaganda de alimentos e bebidas no país. O estudo baseou-se em duas estratégias de pesquisa: revisão sistemática de literatura e análise de banco de dados de propagandas de alimentos denunciadas ao CONAR no período de 1999 até 2015. Bebidas alcoólicas (44,4%), refrigerantes e bebidas adoçadas (13,5%) e bolos e doces em geral (8,5%) foram setores da indústria de alimentos e bebidas responsáveis pela maioria das transgressões éticas denunciadas em propagandas no Brasil. Ou seja, verificou-se expressivo volume de denúncias de propagandas dos setores da indústria de alimentos associados com graves problemas de saúde pública, como abuso de álcool e obesidade. Vários estudos apontam influência das propagandas de alimentos no processo de escolhas do consumidor, gerando impactos na evolução dos padrões alimentares populacionais. A baixa frequência de punições rigorosas possivelmente reduz efeitos restritivos do monitoramento de propagandas de alimentos e bebidas, que tem sido conduzido por autorregulação no Brasil. / There are increasing evidences regarding the role of publicity of foods and beverages in promoting and consolidating consumption patterns potentially prejudicial to populations\' health. Critics of diverse social actors in numerous countries referring to the contents of advertisement of foods and beverages suggest the need for regulation by public or private sector. In Brazil, the Brazilian Code for Marketing Self-Regulation is the normative standard related to ethical aspects established for advertisement; and noncompliance to the norms are subject to investigation and penalties by the National Council for Marketing Self-Regulation (CONAR). The objective of the present study is to analyze the complaints of noncompliance of ethical norms in foods and beverages advertisements in Brazil, adjudicated by CONAR between 1999 and 2015, according to groups of foods and beverages, and the patterns of penalties attributed to the responsible parties, in the context of the scientific research on the regulation of foods and beverages in the country. The investigation was based on two research strategies: literature review and analysis of database of complaints on foods and beverages advertisements adjudicated by CONAR from 1999 until 2015. Alcoholic beverages (44.4%), sweetened beverages and sodas (13.5%) and cookies and candies (8.5%) were sectors of food and beverage industry with highest number of complaints of ethical transgressions in advertisement in Brazil. That is, there was significant amount of complaints of advertisements distributed by sectors of foods and beverages associated with high prevalent public health, as alcoholism and obesity. Diverse studies point to the influence of foods and beverages advertisements on consumers\' choices, resulting in impacts on trends of food consumption patterns among populations. Low occurrence of rigorous penalties imposed by CONAR possibly reduces the restrictive effects of food and beverage advertisement monitoring conducted by self-regulation in Brazil.

Young children have becoming an important target by marketers. Marketers have used many strategies to influence their food choices including advertising and free gifts. According to literature, young children, are cognitively vulnerable and may make unhealthy decisions about their food choices that could lead to serious problems associated with being overweight and obese. This thesis examines whether price and health claim information can shift young childrens' choices towards healthier foods. Most of the previous published research literature has focused on adults. Those findings, using surveys and experiments, suggest that adults' food preferences and choices can be influenced by setting price and by providing health information. These findings suggest that these strategies may have a potential effect in young children decision making. The literature on Children Socialization and Information Processing Theory in consumer behaviour suggests that most young children under 8 are not cognitively skilled to use price and health claim information for their decision making. Nonetheless, most 5 to 8 year olds are making purchases of food at their school canteen several times a week. In order to test for the effects of price and nutrition information, several experiments that used discrete choice modelling were conducted to determine their choices, the reliability of their choices and the between their experimental choice behaviour and their choice in the market place. More than one hundred young children, aged from five to eight years old, completed the discrete choice experiments conducted in two primary schools in the suburbs of Perth. The choice experiments on subjects that had previous experience with the food items, but did not know their relative nutritional value, showed a strong positive effect of price. In other words, higher priced options were often in more demand. Although this may appear a poor response to price by an observer, children have little knowledge of food costs, so they may use price as a surrogate for quality. Price level was also a main effect in reducing the share of unhealthy choices. The results of the analyses also show that young children can provide reliable choice decisions within 5 months of experiment. However, their experimental choices were not associated with their later choices in the canteen. These findings provide evidence of the effectiveness of price and health claim information in changing young childrens' preference toward healthy choices, and the potential usefulness of using discrete choice techniques to shift children to more healthy food options.

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No. of bitstreams: 1 arquivototal.pdf: 1783652 bytes, checksum: 949e06d8ed295dcc9aee67a3757a30ff (MD5) Previous issue date: 2014-12-12 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The purpose of this thesis is to analyze how the assumption of balance in the food marketing system is biased by practices of animal products consumption. In this regard, we discuss, in Chapter 2, the construction of the equilibrium concept, starting by conceptualizing exchange as the object of the marketing system activities, highlighting the role performed by each one of its stakeholders in means of fulfilling their interests, and the generation of imbalance within the system. Later in this chapter, we adopt the product as an element that is liable of moral consideration within the food marketing system, to the extent that we develop a classification of product that takes life as a differentiator for products of animal origin. For Chapter 3, the main goal was to define the characterization of imbalance in the food marketing system concerning the use of animals as its raw material, taking into account both the meat industry and the food performance directed to human beings. As such, we have turned to theories regarding environmental ethics and animal ethics in order to refute meat industry practices, emphasizing the need for moral consideration of animals involved in the food marketing system. In Chapter 4, we chose the epistemological path of Macromarketing to define three theoretical/empirical propositions, which constitute an alternative to the moral consideration of animals within the food marketing system. Specifically, we have adopted the consumer-citizen and the alternative hedonism perspectives to define strategies for moral consideration of animals via consumption, while we include the nutritional and the industrial perspectives to the analysis of consumption alternatives that exclude animal products. In these means, Proposition 1 refers to the surmountable hedonism in meat consumption, empirically observed through content analysis of interviews with meat consumers, and vegetarians and vegans. Proposition 2 indicates that the consumption of meat is nutritionally unnecessary, with proof given through content analysis of interviews with nutritionists. Proposition 3 concerns the analysis of industrially replacing the consumption of meat, which is based both on theoretical investigation of manufacturing possibilities, and on interviews with professionals from the food industry. Finally, we bring into discussion levels of moralization that enable moral consideration of animals by changing consumer behavior. / O propósito desta tese é analisar como o pressuposto do equilíbrio no sistema de marketing alimentar é enviesado pelas práticas de consumo de produtos de origem animal. Para isto, abordamos no capítulo 2, a construção do conceito de equilíbrio a partir da conceituação da troca como objeto das ações no sistema de marketing, enfatizando o papel desempenhado por cada um dos stakeholders para o alcance dos seus interesses e a geração de desequilíbrio nesse sistema. Ainda neste capítulo, adotamos o produto como elemento passível de consideração moral no sistema de marketing alimentar, na medida em que desenvolvemos uma classificação de produto baseado na vida para diferenciação do produto de origem animal. Para o capítulo 3, definimos como objetivo a caracterização do desequilíbrio no sistema de marketing alimentar pelo emprego dos animais como base material tanto para a indústria da carne como para uma performance alimentar direcionada para os seres humanos. Nessa medida, recorremos às teorias da ética ambiental e da ética animal para refutar as práticas da indústria de carnes, no sentido de evidenciar a necessidade de consideração moral dos animais envolvidos no sistema de marketing alimentar. No capítulo 4, optamos pelo viés epistemológico de macromarketing para definirmos três proposições teórico-empíricas que configuram uma alternativa para a consideração moral dos animais no sistema de marketing alimentar. Objetivamente, adotamos as perspectivas do consumidor-cidadão e do hedonismo alternativo para definir estratégias de consideração moral dos animais pela via do consumo, ao mesmo tempo em que incluímos a perspectiva nutricional e industrial para análise das alternativas de consumo que excluem o produto de origem animal. Dessa forma, a proposição 1 se refere ao hedonismo superável do consumo de carnes, observado empiricamente por meio da análise de conteúdo das entrevistas dos consumidores de carnes e dos vegetarianos e veganos. A proposição 2 aponta que o consumo de carnes é nutricionalmente injustificado, cuja comprovação se deu pela análise do conteúdo das entrevistas realizadas com nutricionistas. A proposição 3 diz respeito à análise acerca do consumo de carnes ser industrialmente substituível, que se baseia tanto na averiguação teórica das possibilidades industriais como nas colocações das entrevistas com profissionais da indústria alimentar. Por fim, apontamos níveis de moralização que viabilizam a consideração moral dos animais pela mudança comportamental dos consumidores.

abstract: There have been multiple calls for research on consumers' responses to social issues, regulatory changes, and corporate behavior. Thus, this dissertation proposes and tests a conceptual framework of parents' responses to government regulations and corporate social responsibility (CSR) that address juvenile obesity. This research builds on Attribution Theory to examine the impact of government regulations and CSR on consumers' attitudes and their subsequent behavior. Three pilot studies and three main experiments were conducted; a between-subjects and randomized experimental design being used to capture the effects of regulations and corporate actions on product satisfaction, company evaluations, and behavioral intentions, while examining the mediating role of attributions of responsibility for a negative product outcome. This research has implications for policy makers and marketing practitioners and scholars. This is the first study to offer a new perspective, based on attributions of blame, to explain the mechanism that drives consumers' responses to government regulations. Considering numerous calls for government actions that address childhood obesity, it is important to understand how and why consumers respond to such regulations. The results illustrated that certain policies may have unintended consequences due to unexpected attributions of blame for unhealthy products. Only recently have researchers tried to address the psychological mechanism through which CSR has an impact on consumers' attitudes and behavior. To date, few studies have investigated attributions as a mediating variable in the transfer of CSR associations on consumer responses. Nonetheless, this is the first study that concentrates on attributions of responsibility, per se, to explain the impact of CSR on company evaluations. This dissertation extends previous research, where locus, stability, and controllability mediated the relationship between CSR and attributions of blame; the degree of blame being consequential to brand evaluations. The current results suggest that attributions of responsibility, per se, mediate the impact of CSR on company evaluations. Additionally, attributions of blame are measured as the degree to which consumers take personal responsibility for a negative product outcome. This highlights a new role of the CSR construct, as a moderator of consumers' self-serving bias, a fundamental psychological response that has been neglected in the marketing literature. / Dissertation/Thesis / Ph.D. Business Administration 2013

Há crescentes evidências do papel da divulgação publicitária de alimentos e bebidas na promoção e consolidação de padrões de alimentação potencialmente prejudiciais à saúde da população. Críticas de diversos atores sociais em vários países ao conteúdo de propagandas de alimentos e bebidas sugerem necessidade de regulação pelo setor público ou setor privado. No Brasil, o Código Brasileiro de Autorregulamentação Publicitária constitui padrão normativo relacionado aos aspectos éticos estipulados para propagandas; sendo descumprimento das normas estabelecidas passível de penalidade estabelecida pelo Conselho Nacional de Autorregulamentação Publicitária (CONAR). O objetivo do presente estudo é analisar tendência das denúncias quanto ao descumprimento de normas éticas em propagandas de alimentos e bebidas no Brasil, julgadas pelo CONAR entre 1999 e 2015, segundo grupos de alimentos e bebidas, assim como perfil das penalidades atribuídas, dentro do contexto da investigação científica sobre regulação da propaganda de alimentos e bebidas no país. O estudo baseou-se em duas estratégias de pesquisa: revisão sistemática de literatura e análise de banco de dados de propagandas de alimentos denunciadas ao CONAR no período de 1999 até 2015. Bebidas alcoólicas (44,4%), refrigerantes e bebidas adoçadas (13,5%) e bolos e doces em geral (8,5%) foram setores da indústria de alimentos e bebidas responsáveis pela maioria das transgressões éticas denunciadas em propagandas no Brasil. Ou seja, verificou-se expressivo volume de denúncias de propagandas dos setores da indústria de alimentos associados com graves problemas de saúde pública, como abuso de álcool e obesidade. Vários estudos apontam influência das propagandas de alimentos no processo de escolhas do consumidor, gerando impactos na evolução dos padrões alimentares populacionais. A baixa frequência de punições rigorosas possivelmente reduz efeitos restritivos do monitoramento de propagandas de alimentos e bebidas, que tem sido conduzido por autorregulação no Brasil. / There are increasing evidences regarding the role of publicity of foods and beverages in promoting and consolidating consumption patterns potentially prejudicial to populations\' health. Critics of diverse social actors in numerous countries referring to the contents of advertisement of foods and beverages suggest the need for regulation by public or private sector. In Brazil, the Brazilian Code for Marketing Self-Regulation is the normative standard related to ethical aspects established for advertisement; and noncompliance to the norms are subject to investigation and penalties by the National Council for Marketing Self-Regulation (CONAR). The objective of the present study is to analyze the complaints of noncompliance of ethical norms in foods and beverages advertisements in Brazil, adjudicated by CONAR between 1999 and 2015, according to groups of foods and beverages, and the patterns of penalties attributed to the responsible parties, in the context of the scientific research on the regulation of foods and beverages in the country. The investigation was based on two research strategies: literature review and analysis of database of complaints on foods and beverages advertisements adjudicated by CONAR from 1999 until 2015. Alcoholic beverages (44.4%), sweetened beverages and sodas (13.5%) and cookies and candies (8.5%) were sectors of food and beverage industry with highest number of complaints of ethical transgressions in advertisement in Brazil. That is, there was significant amount of complaints of advertisements distributed by sectors of foods and beverages associated with high prevalent public health, as alcoholism and obesity. Diverse studies point to the influence of foods and beverages advertisements on consumers\' choices, resulting in impacts on trends of food consumption patterns among populations. Low occurrence of rigorous penalties imposed by CONAR possibly reduces the restrictive effects of food and beverage advertisement monitoring conducted by self-regulation in Brazil.

The aim of the thesis is to present a correct way of proper child nutrition under three years of age, describe the baby food market and trends in this category. Then, apply the theoretical knowledge of the marketing mix to one of the strongest players in the baby food market, the company Nutricia. In conclusion, using the results of the research, suggest for this company marketing recommendations . The thesis is divided into two parts - theoretical and practical. The theoretical part describes the proper child nutrition from birth to three years of age, components of the marketing mix and competitive enviroment. In the practical part, the baby food market in the Czech Republic, the trends in this category, market competition, the company Nutricia and its marketing mix are beying suscribed. The practical part has its own research. At the end of the work the hypothesis are confirmed or disproved and marketing recommendations for Nutricia are made.

This work deals with marketing communications of the selected brand in the QSR (Quick Services Restaurant) segment. The aim is to formulate appropriate recommendations that would increase the effectiveness of advertising. Recommendations will be based on the results of the analysis of communication activities focused on brand advertising, its effects on consumers' perception and evaluation. The theoretical part is devoted to the theory of marketing communications, effective communication, advertising, as such, and modern trends. The practical part begins with the introduction to the brand and its target group. Further, the model of marketing communications for selected brand with a focus on advertising is described and confronted with theoretical knowledge about creating effective advertising. Identified problem areas are subjected to a questionnaire survey. Based on the findings are formulated conclusions and recommendations for change in brand advertising.

Master´s thesis deals with the issue of segment “students” and its demand in the selected stores Maloobchodní sítě BRNĚNKA, spol. s r.o. To ensure that proposed solutions to best serve company itself, is an analysis of the current situation and customer satisfactions and needs analysis, made in the form of marketing research. It contains suggestions, to help increase demand in this segment and that serve to keep competitiveness stores.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / Learning outcomes: Identify the types of innovation that Gastón Acurio’s proposal has created. Understand the key strategies developed to grown and consolidate Peruvian food as a category internationally and as part of Acurio’s business. Identify elements of the business model using the business model canvas. Explain how elements of a business model are related, reinforce each other and drive results. Evaluate strengths, opportunities, weaknesses and threats to a business model. Analyze changes to the model that can capitalize upon or mitigate these factors based on evidence. Case overview/synopsis: Gastón Acurio is a successful Peruvian chef and restauranteur who was key in shaping the country’s gastronomic industry. His innovative business model distinguished him from other Peruvian restauranteurs and allowed him to grow and take advantage of opportunities in Peru and internationally. His success and growth attracted US$52m in investment funding. However, his model’s challenges surfaced during a difficult restaurant launch exacerbated by a harsh review in the New York Times. Students must identify and analyze the key elements of Acurio’s business model to evaluate and propose changes to better take advantage of its strengths and opportunities, as well as to mitigate weaknesses and threats. Complexity academic level: Master’s or MBA. Supplementary materials: Teaching Notes are available for educators only. Subject code: CSS 12: Tourism and hospitality.

Women’s food purchasing and eating habits have been studied in detail, but are still not entirely understood. Prior research has sought to segment the female food shopper market, but typically use only demographic characteristics. In this study, fifty females were recruited in San Luis Obispo, CA from March 2012 to May 2012 to keep an electronic food-time diary for one week. By collecting information through surveys distributed using a smartphone application, SurveySwipe, the study investigated the amount of time expended for each meal, as well as the manner in which the meal was prepared or purchased, and the context surrounding the eating situation, for a period of seven days. A segmentation of these female food consumers was then formed in order to demonstrate that by using attitudinal and behavioral data, a unique segmentation scheme may be achieved, different than would have resulted using only demographic information. For the data analysis, four principal components analyses were conducted followed by subsequent cluster analyses, followed by ANOVA and Chi-Square tests. Study participants were segmented in four distinct sets of clusters, or consumer groups. Of the four sets of clusters formed, one was created using solely demographic variables, whereas the other three used “food time” variables comprised of behavioral and attitudinal information. It may be inferred from the results that the behavior of the participants within each cluster was similar regarding a particular variable being tested, while it differed from the behavior of participants in other clusters (regarding the same variable being tested). Specifically, an abundance of key, significant differences were found with the “food time” variables. The study supports the use of variables related to “food time” allocation and the context of the eating situation as they relate to the purchase, preparation, and consumption of food, instead of only demographic attributes. The results will be useful for food marketers and product developers seeking to understand how food fits into the lives of female consumers with diverse roles and behaviors, in addition to being valuable for segmenting a select market or targeting a particular customer type.