Ricardo de Souza Sette

CAFÉ ARÁBICA DO BRASIL: o problema da imagem e a consequência no preço DOI: http://dx.doi.org/10.5892/ruvrd.v15i1.3598

This article analyzes the relationship between the brand image of Arabica coffee from Brazil and its price in the international market. We tried to understand how it was built the brand image for the Brazilian product and then relate it to its price, which was compared to the prices of Colombian and other milds coffees. It is an applied, descriptive and qualitative approach. The article shows that the Brazilian product is in a strategic trap and its price discount was a consequence of its brand image inferior to the Arabic coffee in the world. The Brazilian product image was not planned, but due to the positioning strategy carried out by the Colombian coffee. Thus, the image of Colombian coffee turned out to tarnish the image of coffee in Brazil, which is now priced at a discount compared to other Arabic coffee in the world. The differential used by Colombia coffee used coffee from Brazil to target and so were propagated as superior. Selective harvest as opposed to harvesting for full detachment; the pulping as opposed to processing dry method, and shading system as opposed to growing in full sun made the image of the Colombian product was perceived as superior to the Brazilian product. There is therefore a cause-effect relationship in the case of the Brazilian product. Brand image ends up being the cause that explains the price discounts that coffee from Brazil has in relation to other Arabic coffee in the world.

Comportamento Do Consumidor Das Feiras Livres: Um Estudo Em Um Município De Minas Gerais Consumer Behaviour Of Street Market: A Study In A City Of Minas Gerais

RESUMO Este trabalho tem como objetivo identificar o comportamento dos consumidores que frequentam a feira livre de Lavras/MG, buscando compreender o perfil desses individuos, quais fatores os influenciam no ato da compra, o que leva essas pessoas a frequentar esse espaco e o nivel de satisfacao destes com o servico prestado. Foram aplicados 289 questionarios nas duas maiores feiras livres do municipio que, em conjunto, sao frequentadas por moradores de todas as regioes da cidade, pertencentes a diferentes classes sociais. Os resultados obtidos revelaram a necessidade de socializacao e a identificacao do consumidor com esse ambiente, alem da busca por precos mais acessiveis e por produtos naturais e de maior qualidade. No ato da compra, os consumidores escolhem seus produtos por meio da comparacao e analise de atributos como aparencia e frescor do produto e higiene da barraca.Tambem foram identificadas competencias e insuficiencias da feira livre de Lavras, por meio da analise das satisfacoes e insatisfacoes descritas pelos consumidores. Acredita-se que, ao lancar luz sobre essas questoes, torne-se possivel contribuir para o beneficiamento de feirantes e consumidores e para a propagacao deste importante canal de comercializacao. Palavras-chave: Comportamento do consumidor. Feira livre. Decisao de compra. ABSTRACT This study aims to identify the consumers behavior of who attend the street marketing of Lavras/MG, trying to understand the profile of these individuals, which factors influence up on purchase, which leads thesepeopletofrequentthisspaceandthelevelofsatisfactionthesewiththeserviceprovided. 289 questionnaires were applied in the two largest local street marketing that together are frequented by resident so fall regions of the city, belonging to different social classes. The results showed the need for socialization and the consumer identification with that environment, and search for more affordable prices besides natural and higher quality products. Upon purchase, consumers choose their products by comparing and analyzing attributes such as appearance and product freshness even as hygiene of the tent. Weal so identified competences and weaknesses in the street market of Lavras, through the analysis of the satisfactions and dissatisfactions described by consumers. We believe that, to have shed light on the seissues, become possible to contribute to the improvement of market traders and consumers and to the spread of this important marketing channel. Keywords: Consumer Behaviour. Street market. Purchase decision.

Negócio feira livre: análise e discussão sob a perspectiva do feirante

Esse estudo tem como proposito principal identificar a realidade do negocio feira livre da cidade de Lavras, a partir da perspectiva dos feirantes. Para tanto, foi feita uma pesquisa de carater quantitativo e qualitativo, sendo utilizadas as tecnicas de observacao nao participante, entrevistas em profundidade e aplicacao de questionarios. Os resultados evidenciam que, embora satisfeitos com a profissao e com o ambiente de trabalho, estes profissionais ainda esbarram em dificuldades estruturais no seu cotidiano, que poderiam ser resolvidas a partir da adocao de algumas mudancas. Outra caracteristica observada durante a pesquisa e o distanciamento e a desuniao do setor estudado, que acaba agravando os problemas e dificuldades. Espera-se que esta pesquisa subsidie acoes de melhoria dos problemas levantados, bem como estimule novos debates e a comunhao de interesses, beneficos nao apenas para o fortalecimento deste canal, como tambem para o desenvolvimento da regiao.

Estratégias de internacionalização e posicionamento de marcas e produtos sul: mineiros no mercado internacional

The region of the South of Minas Gerais have important polar regions of industrial growth, with segments of intermediate goods of consumption such as nourishing aluminum, electronics, clothes, footwear products and a modern industrial park of pieces to automobile industry. The force of the commerce and the agriculture business are still distinguished. With a US

Comportamento do consumidor de produtos orgânicos: uma aplicação da teoria da cadeia de meios e fins

2 billion average monthly, Minas exportations in 2008 grew above national average, the state is the second bigger exporter of the country and the south region its third bigger force (State Secretary of Economic Development - January 2009). In this direction, the study is justified for the fact that it is important to know the strategies used for sucessful companies which act in the international market, being able to serve as research source and parameter for those that have potential for such performance contributing for the development of the e region and economic growth of the country. The work presents a bibliographical revision on internationalization strategies and positioning of value, finishing with a study of multiple cases in two big companies, of the South of Minas Gerais, exporting of finished products, its strategies for the exportations, positioning of its products and brand in the international trade and the restrict factors of this internationalization, as well as its consequences in the development of these organizations.