Made available in DSpace on 2016-08-03T12:30:17Z (GMT). No. of bitstreams: 1 Rosana de Araujo Gil.pdf: 1137201 bytes, checksum: 12f17687a030d6f010152ba4936ef57f (MD5) Previous issue date: 2004-03-15 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This paper discusses the growing importance of the infantile-consumer segment in the market, focusing in the point of purchase (POP) and the procedures to be implemented in order to attract this type of consumer. This study is based on the conceptual framework of retailing and Brazilian s market trends, ending with a research on parents and kids at the point of purchase (POP). / Este trabalho discute e demonstra o crescimento da importância do consumidor infantil no mercado, principalmente no que se refere ao ponto de venda e as articulações que podemos demandar para atrair a atenção desta clientela. Parte de um referencial teórico do marketing destinado ao varejo, passa pelas tendências de mercado brasileiro, terminando com uma pesquisa realizada com pais e filhos no ponto de venda.

This master thesis deals with possibilities for addressing customers at point of sale. Its objective is to apply current theoretical approaches to the field of research in order to design a concrete solution for increase of communication effectiveness of dermo-cosmetics products at pharmacies.