Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-30T18:31:25Z No. of bitstreams: 1 Euclydes Ghedin Coelho.pdf: 3278997 bytes, checksum: 4646f683f572f8f056b6160738c82c0f (MD5) / Made available in DSpace on 2016-08-30T18:31:25Z (GMT). No. of bitstreams: 1 Euclydes Ghedin Coelho.pdf: 3278997 bytes, checksum: 4646f683f572f8f056b6160738c82c0f (MD5) Previous issue date: 2016-06-23 / The Globalization has made it possible for countries to find their customers anywhere, Brazil being the fourth consumer market in the world cars, virtually all global manufacturers want to be present in this market. With the Chinese, holders of the title of biggest global automobiles producers, it wouldn’t be different. However, unlike the steady growth of its worldwide production, they saw their sales stagnate at low levels in Brazil in recent years. The aim of this study is to understand the evil of sales performance the Chery brand in Brazil, from the perspective of Sales Managers of used car agencies and former owners. To try to answer this question, we opted for an exploratory study, through a literature review and a qualitative research, with open in-depth interviews based on a pre-established script and a cut in the city of São Paulo – SP. It was also used an electronic media secondary research, which confirmed the information obtained in the field research. As shown in this job, all brands had a reduction in sales, however, Chineses brands have suffered major reductions as “national” brands. In the survey it was observed that three factors were decisive for the bad performance of Chineses brands and consequently the brand Chery as well. The first one was the increase of Tax on Industrialized Products (IPI), the second was the economic crisis that Brazil is undergoing and the third was the rejection of Chery cars. This rejection was due a lot of factors, added the negative experiences that consumers had with imported brands of vehicles that left the country, the image that Chineses products are copies and the hypothetical bias that Chineses products have low quality. Therefore, listening to the interviewees and through the comments on the Chery brand in electronic media, it can be deduced that only the economic crisis and tax increases not fully justify the poor sales performance of the Chery brand. This analysis, indicates that rejection factors to the Chery brand vehicles had a decisive participation in the significant drop in its sales in the period of 2010 to 2014. / A globalização possibilitou aos países buscarem seus consumidores em qualquer parte, sendo o Brasil o quarto mercado consumidor de automóveis do mundo, e praticamente todos os fabricantes globais buscaram estar presentes neste mercado. Com os chineses, detentores do título de maiores produtores mundiais de automóveis, não seria diferente. Contudo, ao contrário do crescimento constante de sua produção mundial, viram suas vendas estagnarem em baixos níveis no Brasil nos últimos anos. O objetivo deste estudo é compreender o mau desempenho de vendas da marca Chery no Brasil, sob a óptica dos gerentes de vendas das agências de carros usados e dos ex-proprietários. Para tentar responder a esta questão, optou-se por um estudo de caráter exploratório, por meio de uma revisão bibliográfica e uma pesquisa qualitativa, com entrevistas abertas em profundidade com base em um roteiro preestabelecido e um recorte na cidade de São Paulo – SP. Utilizou-se também uma pesquisa secundária em meios eletrônicos, que confirmou as informações obtidas na pesquisa de campo. Conforme apresentado no trabalho, todas as marcas tiveram redução em suas vendas, porém, as marcas chinesas sofreram maiores reduções que às marcas ditas nacionais. Na pesquisa, observa-se que três fatores foram decisivos para o mau desempenho das marcas chinesas e, consequentemente, da marca Chery também. O primeiro foi o aumento do Imposto sobre Produtos Industrializados (IPI), o segundo foi a crise econômica que o Brasil atravessa e o terceiro foi a rejeição aos carros da Chery. Essa rejeição deveu-se a vários fatores, somados às experiências negativas que consumidores tiveram com marcas de veículos importados que deixaram o país, a imagem de que produtos chineses são cópias e ao hipotético preconceito que produtos chineses são de baixa qualidade. Portanto, ouvindo os entrevistados e por meio dos comentários sobre a marca Chery nos meios eletrônicos, pode-se deduzir que somente a crise econômica e o aumento de impostos não justificam totalmente o mau desempenho de vendas da marca Chery. Essa análise indica que os fatores de rejeição aos veículos da marca Chery tiveram participação decisiva nesta queda significativa de suas vendas no período de 2010 a 2014.

"It is the purpose of this study to determine the type of appeal, the size and cost, the plan of insertions, and the extent superlatives are used in The Dallas Morning News used car advertisements of twenty automobile dealers during the month of April. Fourteen advertising appeals were used by the twenty automobile dealers advertising in The Dallas Morning News in the month of April. The fourteen appeals used were: efficiency, friendliness, style, curiosity, safety, convenience-comfort, economy reliability-reputation, durability-dependability, social distinction, fear-caution, ambition, pleasure, and family affection. The economy was the one most used appeal by the dealer. As shown in Table 12, the number of advertising appeals used corresponds or exceeds very little the total number of advertising insertions. Excepting one case, the dealers place the largest advertisements in the Sunday paper. The general procedure was that of placing large advertisements in the Sunday paper and smaller ones throughout the week. The total cost for the twenty automobile dealers was $6,452.08. The total advertising cost per dealer ranged from $38.20 to $1613.81. Only nine of the twenty dealers used superlatives in advertising during the month of April. The nine dealers used nine different superlatives for a total of 281 times."--leaves 1 and 35.

Bakgrund: Studien har undersökt hur köpbeslutsprocessen och det fysiska mötet ser ut i bilhandeln samt om det finns skillnader mellan hur kvinnor och män upplever köpbeslutsprocessen inom bilhandeln. Studiens ämne valdes på grund av att det gjorts tidigare studier inom bilhandeln gällande köpbeslutsprocessen, men att det finns en brist sedan det digitala mötet kom in i bilden. Det har även genomförts flera studier om skillnader mellan mäns och kvinnors skillnader i köpbeteende, men det finns inga som studerar om skillnaderna ser likadana ut i bilbranschen. Forskningsfråga: Studiens huvudfråga lyder: Hur interagerar bilhandeln med kunden i köpbeslutsprocessen genom det fysiska säljmötet för att det ska leda till försäljning av bil? Studiens underfråga lyder: Skiljer sig bilköp åt för män och kvinnor och i sådana fall på vilket sätt? Syfte: Syftet med studien är att undersöka hur bilhandeln kan arbeta vid köpbeslutsprocessen i förhållande till det fysiska säljmötet och vad som gör att kunden genomför ett köp av bil.Vidare är syftet att studera om det finns några skillnader mellan män och kvinnor vid köpet av bil och om det finns, på vilket sätt skiljer de sig. Metod: Den här studien har en kvalitativ undersökningsmetod och ett abduktivt angreppssätt. Resultatet i studien bygger på 12 semistrukturerade intervjuer med respondenter spridda över Sverige. Slutsats: Studien har visat att köpbeslutsprocessen är oförändrad, i sin struktur, av den digitala närvaron. Däremot ser det fysiska mötet annorlunda ut då säljaren behöver inleda med att ta reda på hur långt kunden kommit i sin köpbeslutsprocess. Studiens underfråga har medfört resultat som visar att kvinnors och mäns evolutionära roller byter plats inom bilindustrin då det är män som uppskattar att handla mer hedonistiskt och kvinnor mer funktionellt. / Background: The study has examined how the buying decision process and the physical meeting work in car sales and whether there are differences between how women and men experience the buying decision process in the industry. The subject of the study was chosen due to the fact that there are previous studies in car sales regarding the buying decision process, but that there has been a shortage since the digital meeting came into the picture. There have also been several studies on differences in buying behaviour between men and women, but there are no studies regarding whether the differences look the same in the car industry. Research question: The main question of the study is: How does the car sales interact with the customers in the buying decision process through the physical sales meeting in order for it to lead to sales of a car? The study´s sub question reads: Do car purchase differ for men and women, and in such a case how? Purpose: The purpose of the study is to investigate how car sales can work in the buying decision process in relation to the physical sales meeting and what makes the customer to purchase a car. Furthermore, the aim is to study whether there are any differences between men and women in the purchase of a car and, if there is, how they differ. Method: This study has applied a qualitative method and abductive approach. The results of the study are based on 12 semi-structured interviews with respondents spread across Sweden. Conclusion: The study has shown that the buying decision process is unchanged, in its structure, of the digital presence. However, the physical meeting looks different as the seller needs to start by finding out how far the customer has come in the buying decision process. The study's sub question has resulted in results that show that women and men's evolutionary roles change places in the automotive industry as it is the men who appreciate to buy more hedonic and women more functionally.

The thesis is focused on verifying the pro-cyclical relationship of sales of new passenger cars in the Czech Republic and Slovakia and the subsequent evaluation of the impact of macroeconomic variables in the period from the first quarter of 2005 to the third quarter of 2015. In total, there are four different models estimated of multiple linear regressions of car sales, where for the Czech R. the estimation of different sectors of households and firms is available as well. By comparing the Czech R. and Slovakia regarding aggregate sales, fuel prices and gross domestic products are especially crucial and the pro-cyclical relationship is successfully verified. The economic crisis at the turn of 2008-2009 hit especially Slovakia, while the effect in the Czech R. was offset by a positive shock to fuel prices. For the model of households the procyclical relationship is denied unlike from the model of firms, shock to GDP therefore only deviate sales to firms. For Czech R. is also confirmed a significant relationship of the sales with interest rate or population growth.

I takt med den digitala utvecklingen har kommunikationen mellan företag och konsument ökat på sociala medier även inom bilbranschen. Runtom i världen använder bilförsäljare sociala medier som plattformar för marknadsföring av sina respektive verksamheter både som generalagent och återförsäljare. Empiriskt material för hur svenska bilförsäljare framställer kvinnor och män på sociala medier har sedermera visats vara bristande. Syftet med studien var därmed att undersöka och få en bredare uppfattning om jämställdhet och könsfördelning kring bilförsäljares marknadsföring på sociala medier. Ämnet undersöktes med avsikt att frambringa information som skulle kunna vara av värde för vidare arbete mot mer jämställd marknadsföring i Sverige. Baserat på teorier och akademiska artiklar presenteras vetenskaplig information inom forskningsområdet som ligger till grund för studien. I koppling till hur svenska bilförsäljare väljer att framställa kvinnor och män via sina sociala medier har tidigare forskning presenterats vilka diskuterar och berör områdena digital marknadsföring på sociala medier, sexistisk och könsstereotypisk reklam, konsumentbeteende och marknadsföringsstrategier.  Studien är genomförd med en kvalitativ forskningsmetod och en abduktiv forskningsansats. Genom fyra semistrukturerade intervjuer har primärdata från två generalagenter respektive två återförsäljare insamlats, kodats och sedermera analyserats tematiskt. Vidare har samband, likheter och skillnader inom det empiriska resultatet i relation till den teoretiska referensramen analyserats för att ge svar på forskningsfrågorna. Resultatet visade att både generalagenter och återförsäljare väljer att undvika generalisering, stereotypisk framställning och distinkt fokusering på ett specifikt kön vid framtagning av strategier. Vidare visade resultatet även att det inte framgick några åtskiljande faktorer mellan generalagenter och återförsäljare gällande framställning av kön samt arbete med könsrelaterad marknadsföring på sociala medier. / In step with the digital development, communication between companies and consumers has increased on social media also in the automotive industry. Around the world, car companies use social media as platforms for marketing their respective businesses both as general agents and dealers. Empirical material regarding how Swedish car salesmen portray women and men on social media has since been shown to be deficient. The purpose of this study was therefore to investigate and gain a broader perception of gender equality and gender distribution regarding car companies marketing on social media. The subject was investigated with the intention of producing information that could be of value for further work towards more equal marketing in Sweden. Based on theories and academic articles, scientific information is presented in the research area that forms the basis of the study. In relation to how Swedish car salesmen choose to portray women and men via their social media platforms, previous research has been presented which discusses the areas of social media marketing, sexist and gender stereotypical advertising, consumer behavior and marketing strategies. The study was conducted with a qualitative research method and an abductive research approach. Through four semi-structured interviews, primary data from two general agents and two dealers were collected, coded and thereafter analyzed thematically. Furthermore, connections, similarities and differences within the empirical result in relation to the theoretical frame of reference have been analyzed to provide answers to the research questions. The results showed that both general agents and resellers choose to avoid generalization, stereotypical presentation and distinct focus on a specific gender when developing strategies. Furthermore, the results also showed that there were no distinguishing factors between general agents and dealers regarding the production of gender and work with gender-related marketing on social media.