The mature market presents challenges to marketers because much of the information about the marketplace is based on younger consumers, differing from older consumers in many important ways. The research project was commisioned with two main objectives: to determine what is required to cater for customers falling into the age bracket of 60-75, enabling marketers to successfully target the mature consumer and retain these customers. A qualitative methodology was selected to collect and analyse information to enhance understanding of the perceptions with regard to the functional, social and emotional needs of the mature market sector. Abraham Maslow is known for postulating the 'Hierarchy of Needs Theory', stating that human beings are motivated by their unsatisfied needs. It is necessary to understand and investigate the relative importance of the functional, emotional and actualisation components of mature consumer needs. / Thesis (M.A. (Psychology ))

The mature market presents challenges to marketers because much of the information about the marketplace is based on younger consumers, differing from older consumers in many important ways. The research project was commisioned with two main objectives: to determine what is required to cater for customers falling into the age bracket of 60-75, enabling marketers to successfully target the mature consumer and retain these customers. A qualitative methodology was selected to collect and analyse information to enhance understanding of the perceptions with regard to the functional, social and emotional needs of the mature market sector. Abraham Maslow is known for postulating the 'Hierarchy of Needs Theory', stating that human beings are motivated by their unsatisfied needs. It is necessary to understand and investigate the relative importance of the functional, emotional and actualisation components of mature consumer needs. / Thesis (M.A. (Psychology ))

The aim of this thesis is to determine the strategy and partial steps that are needed to introduce the product on the market. The theoretical part defines the basic terms, which were described in accordance with professional literature related to this topic. The thesis describes SWOT analysis, BCG Matrix, market segmentation and Marketing Mix. In the practical part, the current state of the Marketing Mix is evaluated and it is pointed out how it should be newly set up correctly. The product development strategy was chosen based on Ansoff matrix. The market share of old brilliant watercolours gradually decreased, so the company took a step that innovated this product (saturation, pigment expansion and new packaging). Changes made to the product should have a positive impact on the volume of units sold and the gradual increase in market share. Furthermore, it is important that the company follows the new steps that are suggested based on the marketing mix. It is crucial that the company segment the market properly. In the Market Segmentation section, 11 categories are newly introduced. Brilliant watercolours are newly categorized as Creative, designed for a wide range of elementary art schools and creatives who are not satisfied with plain watercolours and products from ART category (professional products) are, in terms of price, inadequate to use. The new steps to introduce the product on the market include the costs that are reflected in the break-even point calculation. The resulting value is to show whether the payback time has been extended or shortened.

Die vorliegende Dissertation behandelt in fünf wissenschaftlichen Artikeln Grundfragen aus dem Themenfeld der Konsumenten-Marken Beziehung. Artikel 1 befasst sich mit der Fragestellung, was Konsumenten dazu führt, eine Marke in Betracht zu ziehen. Artikel 2 untersucht den Zusammenhang von Kundenzufriedenheit und Loyalität. Artikel 3 analysiert Konsumentenreaktionen auf Beziehungsverstöße und die Rolle von Beziehungsnormen. Artikel 4 untersucht den Einfluss negativer Informationen auf die Stärke der Markeneinstellung von Konsumenten. Im abschließenden 5. Artikel werden schließlich Kommunikationsstrategien für den Fall negativer Markenvorfälle entwickelt. / This dissertation consists of five articles concerned with different aspects of consumer-brand relationships. Article 1 looks at what makes consumers consider a brand in the first place, the precondition for a brand to establish a relationship with a consumer. Article 2 deals with sustaining consumer-relationships and the role of satisfaction in retaining customers. Article 3 looks at whether consumers stay with the brand in the case of a relationship problem, actively work to sustain the relationship or silently let it deteriorate. It shows that relationship norms constitute an important factor in how consumers react to such negative incidents in a relationship. Article 4 investigates the effect of negative brand information on consumers’ attitudes and article 5 develops communication strategies for companies to employ when negative brand incidents occur.

Made available in DSpace on 2015-12-04T11:45:20Z (GMT). No. of bitstreams: 1 Joao_Henrique_Almendro.pdf: 2794973 bytes, checksum: bf005c587bcd57ed8251bb0d182e4a29 (MD5) Previous issue date: 2002-12-10 / The purpose of this paper is the analysis of Income Statement by market segment adopted in an abrasives industry based in the region of the Great Sao Paulo: a case study. The study focused on three fundamental points: the accounting standardization related to reports by segments, the concepts of market segmentation and the use of the Enterprise Resource Planning software to support the business decision-making processes. The study was conducted in such a way as to demonstrate that the transformations the business world has been undergoing with the market openings, the advances in information technology and the headways made in the accounting standardization processes have been crucial factors leading the abrasives industry to make the decision of visualizing its financial statements in the market segments in which it operates. The managerial accounting, therefore, performed a decisive role to meet this demand by appropriately structuring accounting data so that the managers could view the businesses they are managing from a brand-new perspective. Thus, this research project showed, by means of a bibliographical review and the case study, the model of Income Statement by market segment used by the mentioned industry. / Este trabalho tem como objeto de estudo as Demonstra????es de Resultado por segmento de mercado aplicada em uma ind??stria de abrasivos na regi??o da Grande S??o Paulo: um estudo de caso. Este estudo est?? circunscrito a tr??s pontos fundamentais, que s??o: a normatiza????o cont??bil relativa aos relat??rios por segmentos, os conceitos sobre segmenta????o de mercado e a utiliza????o dos softwares integrados de gest??o (ERP) para suportar as decis??es de neg??cio, o trabalho foi desenvolvido no sentido de demonstrar que as transforma????es as quais v??m passando o mundo dos neg??cios com a abertura dos mercados, os avan??os da tecnologia da informa????o, e os avan??os nos processos de normatiza????o cont??bil foram fatores preponderantes que levaram uma ind??stria de abrasivos a tomar a decis??o de visualizar as suas demonstra????es financeiras nos segmentos de mercado em que ela atua. A contabilidade gerencial, desse modo, teve papel primordial em atender a essa demanda, estruturando de forma adequada as informa????es cont??beis de forma que os gestores pudessem ter uma outra vis??o do neg??cio que est??o gerenciando. Assim esse trabalho de pesquisa demonstrou, por meio da revis??o bibliogr??fica e do estudo de caso, o modelo de Demonstra????o de Resultado por segmento de mercado utilizado na referida ind??stria.

Dans le contexte latino-américain, façonné par une urbanisation rapide, de fortes inégalités et une faiblesse des institutions de placement de la main d’oeuvre, les problématiques liées à la structure du marché du travail et à l’effet des dispositifs d’intermédiation relationnelle sur les performances dans l’emploi apparaissent fondamentales. Cette thèse se propose de décrire la structure du marché du travail et d’analyser les effets des réseaux de relations sur la qualité de l’emploi et les performances des actifs occupés à Bogota (Colombie). Elle adopte une démarche de recherche pluridisciplinaire reposant sur un cadre d’analyse socioéconomique et institutionnaliste. Dans une première partie, une réflexion théorique et analytique est tout d’abord conduite autour de la notion de qualité de l’emploi envisagée comme un nouvel indicateur de performance. Au prisme de la théorie de la segmentation du marché du travail, l’analyse de ce nouvel indicateur permet d’envisager les logiques et les effets différentiés du recours aux relations sociales. À partir de données quantitatives (enquête ménage geih de 2013) et qualitatives (entretiens collectifs), l’analyse exploratoire multidimensionnelle, économétrique et compréhensive permet de vérifier que : (i.) la qualité de l’emploi traduit une structure fortement polarisée du marché du travail à Bogota, (ii.) l’usage des relations est associé différemment à la qualité de l’emploi des travailleurs en fonction de leur segment, des réseaux de nécessité (segment vulnérable) s’opposant à des réseaux d’opportunité (segment protégé). Dans une seconde partie, s’appuyant sur les théories de l’encastrement et de la sociologie des réseaux, la thèse se propose d’explorer plus précisément les effets des différentes dimensions, configurations et mécanismes de réseau de relations personnelles sur les performances dans l’emploi. À partir d’un système spécifique d’enquêtes mixtes déployé à Bogota entre 2016 et 2018 des données originales de réseaux égocentrés ont été collectées. Les analyses statistiques multidimensionnelles et économétriques ainsi que l’analyse des narrations quantifiées mettent en évidence que : (i.) la combinaison entre un réseau potentiel étendu et un réseau actif cohésif augmente le temps de recherche mais aussi la probabilité de trouver un emploi plus satisfaisant, (ii.) la force des liens apparaît contextualisée et est corrélée négativement avec le revenu et positivement avec l’évolution de ce dernier entre deux emplois, (iii.) au cours des trajectoires professionnelles des acteurs, les ressources nécessaires et les relations permettant d’y accéder se différencient nettement en fonction du type de changement d’emploi (incrémental ou radical). / In the Latin American context, shaped by rapid urbanization, high inequalities and the weakness of labor institutions, issues related to the structure of the labor market and the effect of relational intermediation on job performance appear fundamental. This thesis aims to describe the structure of employment and analyzes the effects of social networks on the quality of employment and the performance of workers in Bogota’s labor market (Colombia). This work adopts a multidisciplinary research approach based on a socioeconomic and institutionalist framework. In the first part, a theoretical and analytical reflection is conducted through the notion of quality of employment, to overcome the classical typologies commonly used in developing countries. From this perspective, quality of employment can be seen as a new performance indicator grasped through the prism of the labor market segmentation theory, making possible to consider the rationales and the differential effects produced by the use of social networks. Subsequently, based on quantitative data from the household survey (geih, 2013) supplemented by information collected through focus groups, the multidimensional, econometric and comprehensive exploratory analysis allows to empirically verify that : (i.) quality of employment reflects a strongly polarized structure of the labor market in Bogota, (ii.) the use of social networks is associated differently with the quality of employment of workers according to their segment ; opposing necessity networks (for the vulnerable segment) and opportunity networks (for the protected segment). Based on the theories of the embeddedness and the sociology of networks, the second part of this thesis proposes to explore the dimensions, configurations and mechanisms of different types of social networks to get a job. Using original data on egocentric networks collected from a specific mixed survey system deployed in Bogota between 2016 and 2018, the empirical results from multidimensional and econometric analyzes and, the application of quantified narratives method demonstrate that : (i.) the combination of an extended potential network and a cohesive active network increases the search time but also the probability of finding a satisfactory job, (ii.) the strength of ties appears contextualized and negatively correlated with income but positively with its evolution between the last and the current job, (iii.) during the actors’ labor market trajectories, the necessary resources for changing job and the relationships to access them are clearly differentiated by the type of evolution (incremental or radical).

[pt] O propósito deste trabalho é analisar as características relevantes dos cursos de mestrado em administração e em que grau elas são avaliadas por seus alunos e ex-alunos, com o objetivo de fornecer subsídios para as instituições acadêmicas desenvolverem ou aprimorarem tais cursos. Nesta pesquisa, aplicou-se a teoria de análise conjunta, a fim de se apontar o conjunto de características consideradas relevantes pelos estudantes de cursos de mestrado em administração de empresas. O desenvolvimento da dissertação foi composto de duas etapas: escolha dos atributos e níveis a serem avaliados pelos respondentes e análise dessa avaliação. Para escolher o conjunto de atributos e níveis a serem julgados, foram analisadas as informações existentes na literatura e conduzido um grupo de foco. Em seguida, foi escolhido o conjunto de estímulos a ser submetido aos estudantes de mestrado, desenvolvido com base no projeto ortogonal calculado pelo software estatístico SPSS. Realizou-se, então, a coleta de dados por meio de questionários, os quais foram entregues pessoalmente aos entrevistados ou enviados, em alguns casos, via correio eletrônico. Na última etapa, analisaram-se, com o auxílio do software SPSS, as importâncias relativas dos atributos e utilidades dos níveis propostos na pesquisa de campo, o que propiciou que o objetivo geral de se identificarem as características relevantes para conceito de um curso de mestrado fosse alcançado. / [en] The purpose of this work is to identify the main features of the Master in Business Administration programs and how these programs are evaluated by students and former students, aiming at helping academic institutions develop or improve their Master degree courses in the area. In this research, the conjoint analysis method was used to determine the set of features considered relevant by Master in Business Administration students. The thesis was developed in two stages: choosing the attributes and levels to be evaluated by respondents and analyzing such evaluation. The attributes and levels to be assessed were chosen only after the existing information was analyzed and a focus group was conducted. The set of stimulis to be given to the Master in Business Administration students was then chosen based on the orthogonal project calculated by the statistical software SPSS. The next stage involved data collection using questionnaires, which were personally delivered to the respondents or, in some cases, sent by e- mail. Finally, the statistical software SPSS was used to analyze the relative importance of the attributes and the partial utilities of the levels proposed in the field research, achieving the general goal of identifying the relevant features for the concept of a Master´s degree course.

[pt] O desenvolvimento de produtos e a correta distribuição aos segmentos de mercado são fatores fundamentais no processo de elaboração da estratégia de marketing das empresas a fim de proporcionar uma vantagem competitiva. Para isso, é essencial o perfeito entendimento das necessidades e desejos dos consumidores. Nessa dissertação, aplica-se a teoria de análise conjunta, com o objetivo de apontar o conjunto de características consideradas desejáveis pelos consumidores para a aquisição de cartões de crédito. O desenvolvimento do trabalho é composto de duas etapas: escolha dos atributos a serem avaliados pelos respondentes e análise dessa avaliação. Para escolher o conjunto de atributos a serem julgados foram realizadas entrevistas em profundidade e grupo de foco. A formação desse conjunto de estímulos foi desenvolvida utilizando-se o software SPSS 11.0 versão Windows. Em seguida, realizou-se a coleta de dados por meio de questionários, os quais foram enviados por correio eletrônico, sendo que alguns foram entregues pessoalmente. Por fim, também com o auxílio do software SPSS 11.0 versão Windows, o estudo atingiu seu objetivo, identificando o conceito de produto considerado mais adequado, fruto da combinação de estímulos que gerou maior nível de utilidade. / [en] The new product development and correct market segmentation are fundamental to define marketing strategy in order to provide a competitive advantage. To do this, the perfect understanding of customer needs is essential, too. In this research, the conjoint analysis theory is used with the objective of showing the group of characteristics understood as desirable by consumers to buy credit cards. This work is composed of two main basic steps: the choice of the attributes to be evaluated by the respondents and the analysis of this evaluation. The group of stimuli to be evaluated was chosen based on in-depth interviews and one focus group. The group of stimuli was developed using SPSS 11.0 software for Windows. Data collection was implemented with questionnaires sent by email. Some of them were handled personally. In the last step, also using the SPSS 11.0 software for Windows, this study reached its objective, identifying the concept of product considered the most adequate, as a result of the stimuli combination, which generated the highest utility level.

隨著消費市場在網際網路上的蓬勃發展，網路電子商業商機無窮，但國內網際網路消費市場業者仍處於摸索階段，往往知道有商機卻不知道如何確實掌握行銷目標。因此十分需要作市場區隔分析，並且瞭解本身的利基與定位。本研究主要以「利益追求變數」及「新觀念反應變數」作為基礎變數，將網際網路消費市場區隔化，再統計歸納各區隔在「人口統計變數」及「購買（使用）型態變數」的特徵描述。繼而探討消費者對於各個電子商店的利益條件認知與定位，繪製出電子商店市場定位知覺圖，據此提出行銷策略意涵。 本研究以調查方式進行，分為兩種問卷：市場區隔研究問卷、電子商店知覺問卷。由於網際網路消費者名單資料取得不易，不易進行有效抽樣調查，故本研究將問卷置於網際網路上，洽詢其他熱門網站設置超連結點及央請一些網站廣發電子郵件大力推廣，又在各大電子佈告欄張貼公告，讓網際網路使用者自由填答，作為研究對象。市場區隔研究問卷共收到1128份有效問卷，電子商店知覺問卷總共回收1077份有效問卷。 市場區隔分析結果：以「利益追求變數」做因素分析後萃取出三個重要因素，因素一「交易保障因素」、因素二「便宜快速因素」、因素三「美觀形象因素」。以此三個重要因素加上對新觀念反應變數為基礎，進行集群分析：第一群「著重形象群」、第二群「保守穩重群」、第三群「新速實簡群」、第四群「時機未到群」。 電子商店的認知與定位分析結果，「宏□Acer Mall」 居於領先的優勢，是十家電子商店中的理想點，「天下書店」居次。「華淵購物網」與「飛行音樂網」距離甚近，代表消費者評價十分相似，若所經營之項目類似，則是處於激烈競爭狀態。「廣通」與「台灣網路」為競爭對手。「酷!必得」、「管家婆資訊網」、「力普內特」、「Happy Mall」相對較為分散，目前無明顯競爭群。 目前各大電子商店多數仍處於虧損狀態，更應知曉目前網際網路使用者真正上網購物比例僅13%，業者必須鎖定目標市場，加強努力提昇目標市場內的購買率，才可能轉虧為盈。

近幾年來台灣的金融市場逐漸走向自由化和國際化，民眾開始接受使用信用卡。本研究以年費和循環信用利息為成本屬性構面，彈性刷卡額度、發卡銀行承擔冒用損失風險、旅遊平安險和累積消費回饋為利益屬性構面，來探討此六個產品個別屬性對消費者申請信用卡意願之影響。結果發現，對消費者申請信用卡意願影響程度的多寡依序為：年費＞彈性刷卡額度＞循環信用利息＞旅遊平安險＞累積消費回饋＞發卡銀行承擔冒用損失風險，且對年費此單一產品屬性的重視程度仍勝過綜合其他產品個別屬性，亦即消費者寧可沒有其他的產品個別屬性，也不願意申請需繳交年費之信用卡，可見現行信用卡之免年費趨勢確實相當顯著。由三種不同市場區隔模式中可得知，重視信用卡產品個別屬性的消費者類型皆不同，因此發卡銀行並不能對整體消費者進行單一相同的的信用卡促銷方式，必須區隔不同類型的消費者，對不同區隔集群加強其重視的產品個別屬性，以達到事半功倍的效果。 / The Impact of Product Attribute in Aspects of Cost and Benefit to Consumer Behaviors --A Conjoint Approach to the Application of Credit Cards The recent trend of internationlized financial market in Taiwan has prevailed the acceptability of credit cards with general consumers. The research is based on two aspects of product attributes to define the impacts in willingness of new cardholders, namely, COST, which will focus on “annual charge”and “credit interest”, and BENEFIT, which will focus on “flexible credit allowance”, “issue bank's undertaking the risk of losing cards”, “the attached travel insurance”and“the reward policy accumulated consumption”. As the result of this research, the impacts of the above factors have been showed in the rank from strong to weak as following: 1.Annual charge 2.Flexible credit allowance 3.Credit interest 4.The attached travel insurance 5.The reward policy accumulated consumption 6.Issue bank's undertaking the risk of losing cards The research has also found that consumers pay even more attention to annual charge than the combination of the other individual product attributes--consumers can accept the absence of all the other attributes but are unwilling to apply credit cards with annual charges. It has highly demonstrated the outstanding of strategic free annual charge. From the applied three different market segments, the results tells that different consumer types have different focuses of product attributes. Therefore, the issue bank has to promote according to the understanding of different segments, and demonstrte on the specific individual attributes in order to achieve the best performance.