Navegando por Assunto "Consumidores"

Agora exibindo 1 - 3 de 3

Acesso aberto (Open Access)
Consumo, sustentabilidade e origem: segmentação e estratégias para mercados locais de produtos da Amazônia
(Universidade Federal do Pará, 2024-02-08) FERREIRA, Mariana Faro; AZEVEDO-RAMOS, Claudia; http://lattes.cnpq.br/1968630321407619
The Amazon is widely regarded as a realm of abundant possibilities within the context of the bioeconomy, owing to the vast size and diversity of its biocultural resources. However, scant attention has been paid to the consumption perspective concerning factors that could impact the development of local markets for products embodying the unique characteristics of the region. This research, grounded in the theoretical framework of marketing and consumer behavior studies, seeks to a) scrutinize elements linked to the concept of sustainable consumption and associated consumer behaviors; b) identify consumption patterns of the population of Belém city, Pará, Brazil; and c) propose market segmentation-based marketing strategies that contribute to the growth of local markets for Amazonian products. A literature review, employing Content Analysis (CA), revealed key elements of the sustainable consumption concept. These encompass the multidimensionality of the concept, encompassing social and environmental aspects alongside economic considerations; its robust association with the notion of Sustainable Development, thereby affording it a broad scope easily embraced as discourse by diverse sectors, yet posing challenges in guiding production and consumption practices. To guide practices, we consider that operational definitions must include: a) emphasis on multiple dimensions (social, environmental and economic), b) scope of product and processes, c) inclusion of production and consumption impacts and e) indication of the levels of action considered (whether individual, collective or public/governmental). Findings from a survey involving a probabilistic sample of the population in Belém (PA) indicated that consumers in the capital prioritize functionalities, fragrance, price, and ingredients as their primary criteria when selecting shampoos. Concerning origin, both generally and specifically in local production within the Amazon, this was not deemed a significant attribute by any of the demographic profiles in the studied population. Strategies for Amazon-based businesses were subsequently proposed based on the discussed results, encompassing all four levels of the marketing mix (product, place, promotion, and price). These strategies incorporate elements for differentiation based on origin, capitalizing on the region's unique features for product development, and acknowledging the idiosyncrasies of three distinct segments of Pará state consumers. In summary, a focus is suggested on: a) the development of products oriented to local demand; b) differentiation by origin; c) increased availability; and d) positioning by quality. In a scenario of growing interest in the bioeconomy, the development of marketing strategies aimed at the sustainable consumption of products originating in the Amazon will still face broad concepts and lack of knowledge about the behavior of local consumers, difficulties that can be overcome by focusing on product attributes, greater information about consumption and economic and cultural valorization of its socio-biodiversity.
Acesso aberto (Open Access)
Perfil de consumidores e potenciais consumidores da carne de búfalo na cidade de Belém-PA-Brasil
(Universidade Federal do Pará, 2014-02-24) MARQUES, Cristiane Soares Simon; MORAES, Carina Martins de; http://lattes.cnpq.br/3908457799297670; OAIGEN, Ricardo Pedroso; http://lattes.cnpq.br/8056365542183068
This study sought to explore and characterize the main elements of perception of consumers or potential consumers of buffalo meat as to its conduct, listing, cultural and social issues, and test your knowledge about the attributes of this product. Limiting factors, opportunities and challenges of the market in the capital city of the state of Pará Belém were also addressed in this work. One survey research or evaluation classified as confirmatory, exploratory and descriptive as to its purpose, by applying a semi-structured questionnaire complemented by an affective paired sensory analysis of beef and buffalo meat was performed respectively. It was evident that there is a promising market for buffalo meat in the region since that action is taken to improve the distribution of buffalo meat regularly in outlets and joint actions to promote the beneficial characteristics of this product with supporting institutions public and private players in the production chain. As the result of market segmentation four distinct clusters were identified, namely: Group I of " Young and interested group II "Mixed and indifferent", group III of the " Graduates and successful" and group IV of "healthy women". All groups showed positive responses regarding buffalo meat, however Clusters I and III stood out in several indicators of research especially with respect to their preference and predisposition to purchase and inclusion of buffalo meat in your meals.
Acesso aberto (Open Access)
Segmentation of the buffalo meat consumer market in Belém, Pará, Brazil
(Universidade Federal do Pará, 2016-06) MARQUES, Cristiane Soares Simon; OAIGEN, Ricardo Pedroso; MORAES, Carina Martins de; SANTOS, Marcos Antônio Souza dos; LOURENÇO JÚNIOR, José de Brito; BEZERRA, Isis Abel
The objective of this study was to identify different market segments for buffalo meat with target groups defined in the city of Belém, Pará, Brazil. Paired samples of beef and buffalo meat were given to 447 volunteers, and a sensory analysis of the products was conducted. After the tasting, a questionnaire was administered to obtain demographic (age, educational level, marital status) and economic (household income) data as well as information on the habits of respondents and preferences regarding buffalo meat. The factors were estimated using the principal components method and the factors with characteristic roots greater than one were extracted. To check the suitability of the factorial model, Bartlett’s sphericity test and the Kaiser-Meyer-Olkin (KMO) test were used. A factor analysis was performed, identifying five factors with common variability dimensions. The study has helped identify four distinct market segments which, combined with a targeted marketing strategy, can be used to leverage the productive chain: I - Young and interested, II - Mixed and indifferent, III - Graduates and successful, and IV - Healthy women. All had positive responses to buffalo meat; clusters I and III stood out with regard to several indicators, especially those related to the preference for buffalo meat and the predisposition to purchase and include it in meals. The sensory analysis indicated that consumers showed a greater acceptance of buffalo meat based on the characteristics of flavour, colour, succulence and tenderness. The study helps to identify market segments with distinct features that, combined with a targeted marketing strategy, can be used to leverage the supply chain.