The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market

Detalhes bibliográficos
Autor(a) principal: Francineide de Morais Bezerra
Data de Publicação: 2005
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da UFC
Texto Completo: http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3631
Resumo: This essay focus on the development and implementation of a model to evaluate consumer perceived value. Initially, itâs discussed the perceived value concept, its importance under strategy and marketing perspectives and its relation to price and quality. The model is presented, considering each step to be followed: perceived quality study of brands in the market; consumerâs perceptions of competitorâs prices; and the value map development, defined considering the relation quality/price for each brand in the market. The model applicability was tested in a soft drink category study in Fortaleza market, based in a survey with 400 consumers. The application shows that the model, built under consumerâs point of view, can provide a descriptive panel of competitorâs positions and relevant information to be used in market diagnoses. The information and the descriptive panel mentioned can be useful, not only in strategic analyses, but also in price formulations.
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spelling info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisThe value perceived by the consumer: proposition and test an evaluation model in the soft drinks marketO valor percebido pelo consumidor: proposiÃÃo e teste de um modelo de avaliaÃÃo no mercado de refrigerantes2005-06-17Hugo Osvaldo Acosta Reinaldo10311014895http://lattes.cnpq.br/3585363593135113Josà de Paula Barros Neto38555182387http://lattes.cnpq.br/0148772831660645Danielle Miranda de Oliveira Arruda23845546115http://lattes.cnpq.br/751473735454237128327918320http://lattes.cnpq.br/2460858155477473Francineide de Morais BezerraUniversidade Federal do CearÃPrograma de PÃs-GraduaÃÃo em AdministraÃÃo e ControladoriaUFCBR PreÃo Justo e Mapa de Valor Qualidade PercebidaValor PercebidoPerceived Value Perceived Quality Fair Price and Value Map ADMINISTRACAOThis essay focus on the development and implementation of a model to evaluate consumer perceived value. Initially, itâs discussed the perceived value concept, its importance under strategy and marketing perspectives and its relation to price and quality. The model is presented, considering each step to be followed: perceived quality study of brands in the market; consumerâs perceptions of competitorâs prices; and the value map development, defined considering the relation quality/price for each brand in the market. The model applicability was tested in a soft drink category study in Fortaleza market, based in a survey with 400 consumers. The application shows that the model, built under consumerâs point of view, can provide a descriptive panel of competitorâs positions and relevant information to be used in market diagnoses. The information and the descriptive panel mentioned can be useful, not only in strategic analyses, but also in price formulations.Esta dissertaÃÃo està centrada no desenvolvimento e utilizaÃÃo de um modelo para a avaliaÃÃo do valor percebido pelos consumidores. Inicialmente, à discutido o conceito de valor percebido, sua importÃncia sob as perspectivas estratÃgicas e mercadolÃgicas e sua relaÃÃo com o preÃo e a qualidade. O modelo à apresentado a partir da descriÃÃo dos passos necessÃrios para sua aplicaÃÃo: o estudo da qualidade percebida de cada marca; o levantamento das percepÃÃes dos consumidores com relaÃÃo aos preÃos dos concorrentes; e o desenho do mapa de valor, que à traÃado a partir das relaÃÃes qualidade/preÃo definidas para cada marca do mercado. A aplicabilidade do modelo foi testada atravÃs de um estudo da categoria de refrigerantes no mercado de Fortaleza, que envolveu uma pesquisa do tipo survey junto a 400 consumidores. Verificou-se que o modelo fornece um quadro descritivo dos posicionamentos mercadolÃgicos dos concorrentes e outras informaÃÃes relevantes para o diagnÃstico de mercado, considerado sob a Ãptica dos consumidores. As informaÃÃes e o quadro descritivo citados podem ser utilizados para anÃlises e formulaÃÃes estratÃgicas e para a formaÃÃo de preÃos.http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3631application/pdfinfo:eu-repo/semantics/openAccessporreponame:Biblioteca Digital de Teses e Dissertações da UFCinstname:Universidade Federal do Cearáinstacron:UFC2019-01-21T11:16:45Zmail@mail.com -
dc.title.en.fl_str_mv The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
dc.title.alternative.pt.fl_str_mv O valor percebido pelo consumidor: proposiÃÃo e teste de um modelo de avaliaÃÃo no mercado de refrigerantes
title The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
spellingShingle The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
Francineide de Morais Bezerra
PreÃo Justo e Mapa de Valor
Qualidade Percebida
Valor Percebido
Perceived Value
Perceived Quality
Fair Price and Value Map
ADMINISTRACAO
title_short The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
title_full The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
title_fullStr The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
title_full_unstemmed The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
title_sort The value perceived by the consumer: proposition and test an evaluation model in the soft drinks market
author Francineide de Morais Bezerra
author_facet Francineide de Morais Bezerra
author_role author
dc.contributor.advisor1.fl_str_mv Hugo Osvaldo Acosta Reinaldo
dc.contributor.advisor1ID.fl_str_mv 10311014895
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/3585363593135113
dc.contributor.referee1.fl_str_mv Josà de Paula Barros Neto
dc.contributor.referee1ID.fl_str_mv 38555182387
dc.contributor.referee1Lattes.fl_str_mv http://lattes.cnpq.br/0148772831660645
dc.contributor.referee2.fl_str_mv Danielle Miranda de Oliveira Arruda
dc.contributor.referee2ID.fl_str_mv 23845546115
dc.contributor.referee2Lattes.fl_str_mv http://lattes.cnpq.br/7514737354542371
dc.contributor.authorID.fl_str_mv 28327918320
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/2460858155477473
dc.contributor.author.fl_str_mv Francineide de Morais Bezerra
contributor_str_mv Hugo Osvaldo Acosta Reinaldo
Josà de Paula Barros Neto
Danielle Miranda de Oliveira Arruda
dc.subject.por.fl_str_mv PreÃo Justo e Mapa de Valor
Qualidade Percebida
Valor Percebido
topic PreÃo Justo e Mapa de Valor
Qualidade Percebida
Valor Percebido
Perceived Value
Perceived Quality
Fair Price and Value Map
ADMINISTRACAO
dc.subject.eng.fl_str_mv Perceived Value
Perceived Quality
Fair Price and Value Map
dc.subject.cnpq.fl_str_mv ADMINISTRACAO
dc.description.abstract.por.fl_txt_mv This essay focus on the development and implementation of a model to evaluate consumer perceived value. Initially, itâs discussed the perceived value concept, its importance under strategy and marketing perspectives and its relation to price and quality. The model is presented, considering each step to be followed: perceived quality study of brands in the market; consumerâs perceptions of competitorâs prices; and the value map development, defined considering the relation quality/price for each brand in the market. The model applicability was tested in a soft drink category study in Fortaleza market, based in a survey with 400 consumers. The application shows that the model, built under consumerâs point of view, can provide a descriptive panel of competitorâs positions and relevant information to be used in market diagnoses. The information and the descriptive panel mentioned can be useful, not only in strategic analyses, but also in price formulations.
Esta dissertaÃÃo està centrada no desenvolvimento e utilizaÃÃo de um modelo para a avaliaÃÃo do valor percebido pelos consumidores. Inicialmente, à discutido o conceito de valor percebido, sua importÃncia sob as perspectivas estratÃgicas e mercadolÃgicas e sua relaÃÃo com o preÃo e a qualidade. O modelo à apresentado a partir da descriÃÃo dos passos necessÃrios para sua aplicaÃÃo: o estudo da qualidade percebida de cada marca; o levantamento das percepÃÃes dos consumidores com relaÃÃo aos preÃos dos concorrentes; e o desenho do mapa de valor, que à traÃado a partir das relaÃÃes qualidade/preÃo definidas para cada marca do mercado. A aplicabilidade do modelo foi testada atravÃs de um estudo da categoria de refrigerantes no mercado de Fortaleza, que envolveu uma pesquisa do tipo survey junto a 400 consumidores. Verificou-se que o modelo fornece um quadro descritivo dos posicionamentos mercadolÃgicos dos concorrentes e outras informaÃÃes relevantes para o diagnÃstico de mercado, considerado sob a Ãptica dos consumidores. As informaÃÃes e o quadro descritivo citados podem ser utilizados para anÃlises e formulaÃÃes estratÃgicas e para a formaÃÃo de preÃos.
description This essay focus on the development and implementation of a model to evaluate consumer perceived value. Initially, itâs discussed the perceived value concept, its importance under strategy and marketing perspectives and its relation to price and quality. The model is presented, considering each step to be followed: perceived quality study of brands in the market; consumerâs perceptions of competitorâs prices; and the value map development, defined considering the relation quality/price for each brand in the market. The model applicability was tested in a soft drink category study in Fortaleza market, based in a survey with 400 consumers. The application shows that the model, built under consumerâs point of view, can provide a descriptive panel of competitorâs positions and relevant information to be used in market diagnoses. The information and the descriptive panel mentioned can be useful, not only in strategic analyses, but also in price formulations.
publishDate 2005
dc.date.issued.fl_str_mv 2005-06-17
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
status_str publishedVersion
format masterThesis
dc.identifier.uri.fl_str_mv http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3631
url http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3631
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do CearÃ
dc.publisher.program.fl_str_mv Programa de PÃs-GraduaÃÃo em AdministraÃÃo e Controladoria
dc.publisher.initials.fl_str_mv UFC
dc.publisher.country.fl_str_mv BR
publisher.none.fl_str_mv Universidade Federal do CearÃ
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da UFC
instname:Universidade Federal do Ceará
instacron:UFC
reponame_str Biblioteca Digital de Teses e Dissertações da UFC
collection Biblioteca Digital de Teses e Dissertações da UFC
instname_str Universidade Federal do Ceará
instacron_str UFC
institution UFC
repository.name.fl_str_mv -
repository.mail.fl_str_mv mail@mail.com
_version_ 1643295133079175168

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