Daniel Leite Mesquita

Beverage capsule consumption: a laddering study

The purpose of this paper is to analyze consumer behavior based on the structures of attributes, consequences, and values identified by consumers of beverages obtained from capsules. Consumers of the brands Nescafe Dolce Gusto and Nespresso capsule-based beverages were selected, and comparatively analyzed to understand the possible differences perceived by the consumers of each brand.,Based on a soft laddering technique, 27 in-depth interviews were carried out among the users of Nespresso and Dolce Gusto. This technique allowed differentiating the attributes of each brand, as well as defining common/cumulative elements.,Individual values of achievement and personal pleasure, mainly reached through better living standards, were dominant for all consumers. Dominant chain analysis results showed the perceptions of consumers were different for each brand. Generally, both brands’ consumers seek quality and practicality. However, Dolce Gusto delivers a product perceived as having more functional benefits, thus serving consumers seeking more variety when it comes to different types of beverages. On the other hand, Nespresso serves a more selective niche market, whose consumers rather value brand quality and reliability.,The characteristics and product specifications show similarities with food consumption trends, which justify the growth of this market in recent years. Therefore, strategies and the consumers’ demand for the capsule market show a promising trend on the coffee and drinks market in Brazil, deserving special attention from both companies and producers.

O MARKETING PÚBLICO NO CONTEXTO DA REFORMA GERENCIALISTA DO ESTADO

In the context of managerial changes and proposals for the public administration, the marketing can contribute to the strategic interaction between the state and the citizen. This paper seeks to develop this relationship taking as priority social democratic ideals and presenting the vision of the social-democracy of public management. The goal is to understand how the public marketing can contribute to the consolidation of the proposals of the managerial reform of the state. We understand that the public marketing is an activity in which the needs of society are identified in order to offer or expand services provided by a set of institutions, regardless of who holds the political offices. Thus, the public marketing can help promote citizenship, reduce social inequalities, encourage responsibility, accountability and value the participatory nature of the population. These macro objectives can be addressed through actions aimed at the internal image of the Brazilian public administration, research on needs, desires and interests of the citizens aiming at benefiting the transparency and the control through communication actions, and strengthen the commitment to the public interest through the relationship.