This report explores the application of a market framework to allocating water resources, with a specific focus on groundwater resources in Texas. Water markets have been touted by economists as an efficient and effective means of reallocating a scarce natural resource and have been implemented in various forms across the western United States. This report discusses the characteristics of water markets that allow them to efficiently allocate water resources as well as the need for institutional oversight to address negative externalities, including environmental and third party impacts. A description of Texas law and regulation of groundwater resources is also given and analyzed in the context of establishing widespread groundwater markets in the state. Several case studies, both in Texas and in other western states, are also analyzed to determine best practices for the creation of a statewide system of groundwater marketing. The report concludes with several recommendations based on these case study analyses and in light of the current legal and regulatory obstacles to widespread water markets in Texas. / text

The theme of my graduation theses was Marketing market research of a selected company. The firm was manufacturing corporation HBSW Inc. Byňov. The aim of the thesis was take the requirements of consumers and take the market potentials with bottled water. I solved the questions e.g. what influences the end user (for example: price, advertising, flavour, packaging) and farther structure of the end user (form example: age, sex, education, employment). I studied the professional books and the digest of these books is in the second part of my work. The questionary had twenty-three questions. Eight questions appertained to the shopping behavior, ten questions appertained to the consumer behavior, and five questions appertained to the consumer. I used the questions with an opened end and the questions with a closed end. The obtained information was processed in the computer programme MS Excel and Statistica 6.0. I ascertained what new flavours would the consumers like, which flavours are the most popular, how to change the consumption of the packaged water depending on the season. After the data evaluation and data presentation I suggested the solution for the selected company. I believe that this research helps the company HBSW Inc. in the next steps and decision.

Submitted by Maike Costa (maiksebas@gmail.com) on 2017-08-31T13:38:26Z No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2017-08-31T15:53:02Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2017-08-31T15:53:18Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) / Made available in DSpace on 2017-08-31T15:53:57Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) Previous issue date: 2017-02-17 / This thesis is aimed at studying the marketing system of water which is meant to be drunk, represented mainly by the modalities of tap water and bottled water. The main point of our thesis is that the aforementioned system is unbalanced and that bottled water consumption provokes social issues, both economic and environmental. In order to develop such proposition, we structured four objectives and carried out two empirical researches (qualitative and quantitative research). The first objective was to present how the Water Marketing System (SMA) works with water that is meant to be drunk. To achieve that, we described all the elements that form the SMA: entrances, agents, flows, activities, exits, context and other systems. We propose that the State is an agent with a special role and that Marketing is an academic field which can contribute to enhance the results in the system. Furthermore, we presented special elements that are central to harmonize the situations caused by unbalance: efficiency, stakeholder theory, distributive justice and sustainability. Moreover, we intended to understand the variables that influence in the consumer predisposition to replace bottled water for tap water (straight out of the tap or filtered). We developed a questionnaire for consumers all over Brazil, which was applied both face to face and online, out of which we have used a sample of 798 valid questionnaires. To manage statistical data, we applied multivariate regression techniques, Theil-Sen and quantile. That way, we found the following variables: “organoleptic characteristics”, “health risk” and “attitude towards tap water” influence in the likeability of replacement of tap water straight from the tap and “organoleptic characteristics”, “health risk”, “context indicators”, “attitude” and even “trust in government” influence when the intention is to replace and use treated water. In addition, we applied the analysis of variance and figured that, depending on the income of the consumer, there is variation in the predisposition to replace bottled water for tap water. Besides, we intend to present practices of incentive for the consumption of tap water developed by agents of SMA. We carried out the data collection through a documented research and interviews. We found that at least three different SMA agents (companies, NGO and State) encourage the consumption of tap water, developing actions that fit three theoretical frames: social marketing, consumer’s education and market regulation. Still, we note that the interviewed agents consider: that SMA is unbalanced, that information is key in the education process, that the bottled water companies intensify communication actions in order to promote bottled water as the best option for ingestion, amongst other findings. As a result of such steps, we conclude that there is a situation of unbalance in the SMA and that bottled water consumption generates a few problems. To sum up, we point to targets in support of the balance to be conducted by State and Marketing through the results we found, which led to a proposition of actions and target ideas for these two agents. / A presente tese estuda o sistema de marketing de água com a finalidade de beber, representado em sua maioria pela modalidade de água da torneira e água engarrafada. Assumimos como argumentos de tese que este sistema está desequilibrado e que o consumo de água engarrafada acarreta problemas sociais, econômicos e ambientais. Para o desenvolvimento desta proposta, elaboramos quatro objetivos e conduzimos duas pesquisas empíricas (quantitativa e qualitativa). O primeiro objetivo foi o de apresentar a configuração do Sistema de Marketing da Água (SMA) para finalidade de beber. Por tanto, fizemos a descrição de todos os elementos que formam o SMA: entradas, agentes, fluxos, atividades, saídas, contexto e outros sistemas. Propusemos que o Estado é um agente com papel especial e que o Marketing é uma área acadêmica que pode contribuir para aprimorar os resultados do sistema. Prosseguimos apresentando os elementos centrais para harmonizar as situações decorrentes de desequilíbrios: eficiência, teoria do stakeholder, justiça distributiva e sustentabilidade. Em seguida, designamos compreender as variáveis que influenciam a predisposição do consumidor a substituir água engarrafada por água da torneira (direto ou filtrada). Desenvolvemos um questionário que foi aplicado de forma presencial e on-line com consumidores de todo o Brasil. No total, conseguimos uma amostra de 798 questionários válidos. Para as análises estatísticas, realizamos Regressão Multivariada, Theil-Sen e Quantílica. Desta forma, encontramos que as variáveis ‘características organolépticas’, ‘risco para saúde’ e ‘atitude em relação à água da torneira’ influenciam a propensão de substituição para água direto da torneira; e ‘características organolépticas’, ‘risco para saúde’, ‘indicadores contextuais’, ‘atitude’ e, ainda, ‘confiança no governo’ influenciam quando a intenção é pela substituição por água tratada. Em adição, aplicamos a análise de variância e constatamos que, a depender da renda do consumidor, existe variação na predisposição a substituir água engarrafada por água direto da torneira. Depois, tencionamos apresentar práticas de incentivo para o consumo de água da torneira desenvolvidas por agentes do SMA. Realizamos coleta de dados através de uma pesquisa documental e da realização de entrevistas. Encontramos que pelo menos três agentes diferentes do SMA (companhias, ONG e Estado) encorajam o consumo de água da torneira, desenvolvendo ações que se encaixam em três recortes teóricos: marketing social, educação do consumidor e regulação de mercado. Ainda, constatamos que os agentes entrevistados consideram que: o SMA está desequilibrado, que a informação é chave do processo de educação, e que as empresas de água engarrafada intensificaram ações de comunicação para promovê-la como melhor opção para ingestão, entre outras verificações. Em decorrência destas etapas realizadas, concluímos que existe uma situação de desequilíbrio no SMA e que o consumo de água engarrafada gera alguns problemas. Por fim, visamos apontar direcionamentos em prol do equilíbrio a serem conduzidos pelo Estado e pelo Marketing a partir dos resultados encontrados, o que resultou na proposição de um conjunto de ações e direcionamentos para esses dois agentes.