Consumers have increasing choice in food products and within the social environment of today's consumer, the factors of demand are increasingly complex. Food is no longer simply a primary necessity for survival, it is a leisure and family activity, the participation in which, takes up a considerable amount of time. Today, food is a social and a political issue - something about which people have opinions, be it food quality, healthiness, or the food supply itself. It is also central to consumer's self-image. There is a large sector of the economy which supplies food demand, and this sector is itself now under considerable scrutiny from the consumer. This thesis examines consumer behaviour and attitudes towards food, with particular reference to the health aspects of food issues. It describes a programme of qualitative and quantitative research - group discussions, personal interviews and postal questionnaires. The programme examines milk (particularly low fat milk) as a diet and health case study; knowledge about food; attitudes towards food; the food industry and related issues; shopping behaviour and eating habits. It is important to both the consumer and the supplier of food, that consumer behaviour and attitudes are understood as fully as possible. This research highlights the misunderstandings between consumer and producer, emphasises the mistrust of the consumer for the producer and concludes with the need for communication between them. The thesis discusses the background to diet and health as an issue, describes the development of the current consumer environment and gives a profile of today's consumer. It then goes on to detail the research - two quantitative surveys, each undertaken over two years and a series of group discussions. The final section summarises the findings of each individual piece of the programme as a whole for various groups: food Oroducers; food manufacturers; food retailers; advertisers; the media; health professionals; the consumer; consumer organisations and government.

Submitted by Maike Costa (maiksebas@gmail.com) on 2017-09-04T12:21:18Z No. of bitstreams: 1 arquivototal.pdf: 3262909 bytes, checksum: bd1abc4d0e814c526f39e071a22ba562 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2017-09-04T15:54:10Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 3262909 bytes, checksum: bd1abc4d0e814c526f39e071a22ba562 (MD5) / Made available in DSpace on 2017-09-04T15:56:02Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 3262909 bytes, checksum: bd1abc4d0e814c526f39e071a22ba562 (MD5) Previous issue date: 2017-01-25 / The purpose of this thesis is to analyze how the health marketing system is unbalanced by the influence of the medicalization and pharmaceuticalization phenomena, seeking an alternative to restore the the equilibrium of the system especially in favor of the consumer. Inicially, we conceptualized the medicalizaition and pharmaceuticalization phenomena to understand how they are configured and how they influence the exchange processes in the health marketing system. Sequentially, the health marketing system was Characterized in main agents, actions and flows and outcomes. For this, we aplied the equilibrium concept and we analysed how the processes of medicalization and pharmaceuticalization can be potencial factors of desequilibrium of this system. We observe that imbalances directly and indirectly fall mainly on the consumer, even if this is considered an active agent in the processes of medicalization and pharmaceuticalization. In this sense, we argue that the performance of a social organization can be understood as an alternative of equilibrium for the health marketing system, insofar as this type of organization can aim to defend the interests of the less beneficiaries of a marketing system. To empirically illustrate this proposition, we characterize the performance of ‘Despatologiza: the despatologization of life movement’, through a qualitative and exploratory study of case. The Despatologiza operates seeking to sensitize professionals, particularly health and education, and empower society about the phenomena of medicalization and pharmaceuticalization. In addition, we interviewed nine medical professionals to analyze their vision about the functioning of social organizations in the health sector, as well as possible actions that Despatologiza can implement to consolidate its performance in the marketing system of health. As results, we highlight that the training of professionals and consumer education were the main actions considered with possible means of organizations such as Despatologiza to promote changes in the health marketing system under the influence of the sociocultural phenomena of medicalization and pharmaceuticalization. Thus, this study contributes in a theoretical and practical way to the discussion about the phenomena of medicalization and pharmaceuticalization through the bias of macromarketing, presenting an alternative of acting in favor of the balance of the marketing system, in the actions of social organizations, especially when well structured, towards social improvement goal / O propósito desta tese é analisar como o sistema de marketing de saúde é desequilibrado pela influência dos fenômenos da medicalização e da farmaceuticalização, buscando uma alternativa para restaurar o equilíbrio do sistema em prol, especialmente, do consumidor. Inicialmente conceituamos os fenômenos da medicalização e da farmaceuticalização com vistas a entender como se configuram e influenciam os processos de troca no sistema de marketing de saúde. Sequencialmente, o sistema de marketing de saúde foi caracterizado em principais agentes, ações e fluxos, e saídas. Para tanto, aplicamos o conceito de equilíbrio e analisamos de que maneira os processos de medicalização e farmaceuticalização se colocam como potenciais fatores de desequilíbrio desse sistema. Observamos que os desequilíbrios recaem diretamente e indiretamente sobretudo no consumidor, mesmo que esse seja considerado um agente ativo nos processos de medicalização e farmaceuticalização. Nesse sentido, argumentamos que a atuação de uma organização social pode ser compreendida como alternativa de equilíbrio para o sistema de marketing de saúde, na medida em que esse tipo de organização pode ter como objetivo defender os interesses dos stakeholders menos beneficiados de um sistema de marketing. Para ilustrar empiricamente essa proposição, caracterizamos a atuação do “Despatologiza: movimento de despatologização da vida”, por meio de um estudo de caso qualitativo e do tipo descritivo. Complementarmente, entrevistamos nove profissionais médicos com vistas a analisar a sua visão acerca do funcionamento de organizações sociais no setor da saúde, bem como sobre possíveis ações que o Despatologiza pode implementar para consolidar sua atuação no sistema de marketing de saúde. Como resultados, destacamos que a formação de profissionais e a educação do consumidor foram as principais ações consideradas com possíveis meios de organizações como o Despatologiza promoverem mudanças no sistema de marketing de saúde sob a influência dos fenômenos socioculturais da medicalização e da farmaceuticalização. Desse modo, este estudo contribui de maneira teórica e prática para a discussão sobre os fenômenos de medicalização e farmaceuticalização pelo viés do macromarketing, apresentando uma alternativa de atuação em prol do equilíbrio do sistema de marketing, nas ações de organizações sociais quando bem estruturadas em direção a objetivos de melhoria social.

The thesis focuses on the analysis of health in terms of health marketing, which is identified as the broad term that includes public health branding, as well as the commercial health branding. Emphasis is placed on the Slovak market. The theoretical part deals with the concept of health, the value of health and health literacy. This part consists of a situation analysis of the Slovak market of health, its demographic and health characteristics as well as the description of health and health care in Czechosovakia. The core of the theoretical part of the thesis is a comprehensive analysis of the health marketing. The practical part with qualitative market research method ZMET examines perception of health of Slovak respondents, connects gained information from the theoretical part of the thesis and gives recommendations for the health marketing by taking limitations of the used qualitative research method in consideration. The aim of my Master's Thesis is to show the importance of penetration into the minds of consumers by creating marketing campaigns and revealed deep metaphors apply to product design, advertising and marketing communication in general.

En general el tema de investigación sobre la calidad del servicio en relación a la decisión de compra de seguros Oncológicos privados, se desarrollarán los siguientes conceptos: El primero alude al Marketing de servicios, el Segundo a Las 8 p's en donde en específico se hablará de calidad del servicio. El Tercero corresponde a Marketing en salud y el cuarto a marketing Oncológico. Dentro de los autores más importantes se encuentran Hoffman y Bateson; Kotler y Keller; Del Rosario; Caballero-Uribe; Corea, Gómez; Castillejo, Beceiro y Pinillos, todos los textos académicos que nos hacen referencia al tema calidad como factor del marketing de servicios en relación a la decisión de compra de seguros oncológicos nos dan a entender que se mezclan bastantes tipos de marketing, que resulta ser muy delicado comunicarlo y sobre todo hacer que adquieran el seguro ya que normalmente hay muchas personas de la tercera edad que sí lo adquieren a comparación de los jóvenes adultos que no conocen en que consta tener un seguro oncológico y por ello no les llama la atención adquirirlo. / In general, the topic of research on the quality of the service in relation to the decision to purchase private Oncological insurance, the following concepts will be developed: The first refers to the Marketing of services, the second to 8 p's where in particular we will talk about quality of service. The third corresponds to Health Marketing and the fourth to Oncological Marketing. Among the most important authors are Hoffman and Bateson; Kotler and Keller; Rosary; Caballero-Uribe; Korea, Gomez; Castillejo, Beceiro and Pinillos, all academic texts that refer to the issue of quality as a factor in the marketing of services in relation to the decision to purchase cancer insurance suggest that many types of marketing are mixed, which turns out to be very delicate communicate it and, above all, do that they acquire the insurance since there are usually many elderly people who do acquire it in comparison to young adults who do not know what it means to have cancer insurance and therefore it is not surprising to acquire it. / Trabajo de investigación

Title Corporate Social Responsibility: Marketing research and its application in health and sport Objectives To present marketing research results, to assess Czech medium and large enterprises' approaches to corporate social responsibility, to evaluate a situation of CSR in the Czech Republic and to recommend some changes Methods questionnaire survey, primary data capture Results The level of corporate social responsibility in the Czech Republic is intermediate; nevertheless the potential of this concept remains underused in terms of knowledge, benefits and application options. Corporate social responsibility activities connected with health and sport are considered important and appear in majority of examined enterprises. Key words corporate social responsibility, marketing research, questionnaire survey, health, healthy lifestyle, sport

Dans nos sociétés modernes, la santé et le bien-être des individus occupent une place de plus en plus grande, ce qui a conduit les chercheurs en marketing à s'intéresser aux problématiques liées à la promotion de la santé (Block et Keller, 1995; Cox et Cox, 2001; Keller et alii, 2003; Zhao et Pechman, 2007). Sur la base des recherches qui étudient les stratégies de communication susceptibles de provoquer le changement comportemental, ce travail doctoral cherche à répondre à la problématique suivante : comment améliorer l'efficacité des communications de santé ? Par le biais de deux expérimentations menées aux Etats-Unis entre 2009 et 2010, cette recherche étudie l'effet de deux caractéristiques du message, à savoir, le cadrage des conséquences du message (gains versus pertes) et l'objectif annoncé de la communication (prévention versus dépistage). Les résultats soulignent notamment qu'un cadrage de gains provoque une attitude plus favorable envers la recommandation, une intention plus élevée de la suivre ainsi que des intentions d'échanges et de recherche d'information plus élevées, ce qui est d'autant plus vrai lorsque l'objectif annoncé est celui du dépistage. Cette recherche apporte également une meilleure compréhension des mécanismes impliqués en montrant qu'un message de pertes provoque une imagerie mentale de valence plus négative et que la valence des images mentales est médiatrice de l'effet du cadrage. Ce travail doctoral donne lieu à des contributions théoriques, qui permettent d'éclairer la littérature sur les communications de santé, ainsi qu'à des contributions managériales, qui apportent des enseignements aux décideurs des communications de santé. / In our modern societies, individuals' health and well-being is a major concern which elicits marketing academics' interest to health promotion research questions (Block and Keller, 1995; Cox and Cox, 2001; Keller et alii, 2003; Zhao and Pechman, 2007). Based on research studying communication's strategies that could induce behavioral change, this doctoral work aims at answering the following research question: how to improve health communications effectiveness? Using two experiments conducted during 2009 and 2010 in the United-States, this research studies two message's characteristics, the message frame (gains versus losses) and the communication's promoted objective (prevention versus detection). Results highlight that a gain-framed message produces a more favorable attitude toward the recommendation, a higher intention to follow it and higher intentions to converse and to look for information, results that are even truer when communication's objective is detection. This research brings a better comprehension of depth processes involved, showing that a loss-framed message induces a valence of mental imagery which is more negative than a gain-framed message and that the valence of mental imagery mediates the effect of message framing. This doctoral work brings theoretical contributions, which add to health communications literature as well as managerial contributions, which bring learning to health communications managers.