Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Subject "Comportamento do consumidor"
Now showing items 1-20 of 25
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The asymmetric dominance effect and beer brands
2020-04-07This study aims to explore in which situations the asymmetric dominance effect might happen or not. Some authors suggest that the effect only happen in very rare occasions, where the stimuli is quantitative and clear. As ... -
Avaliação do padrão socieconômico como indicador do perfil do consumo de mídia na sociedade brasileira
2011-11-30Este trabalho estuda o comportamento do consumo dos principais meios de mídia na sociedade brasileira, investigando se ele está relacionado à classe social de um indivíduo. Sendo assim, foi feito um levantamento teórico ... -
Being ahead of its time the consumer resistance phenomenon: a comparative case study research
2014-09-26As empresas frequentemente negligenciam o fenômeno da resistência dos consumidores, culminando em investimentos em vão que podem comprometer a sustentabilidade financeira da empresa. Em um mundo onde a novidade é solicitada ... -
Brand anthropomorphism and its impact on consumer brand identification, brand advocacy and consumer brand engagement on social media
2020-03-12Anthropomorphism has been for long known as a phenomenon that is enrooted in mankind’s history. Its presence and importance are undeniable as it has been noticed in several fields, ranging from religion to marketing. In ... -
The Brazilian class C women perception regarding premium mass products in the beauty industry
2015-02-23Recently, emerging markets became a potential target for the beauty industry and Brazil is becoming a profitable market for premium cosmetic products (Euromonitor International, 2013). The low-income population in Brazil ... -
Cinema attendance during crises is there a relationship between cinema attendance and the state of the economy in France in the period 1992-2012?
2013-12-11O presente estudo teve como objetivo testar se a situação econômica teve um impacto sobre os hábitos de consumo de cinema na França, no período contemporâneo (1992-2012). O estudo aborda a relação entre indicadores econômicos ... -
Country of origin effect: evidences from European consumers' of a Brazilian fashion brand
2016-12-20This study aimed to better understand the European consumers’ behavior towards a foreign unfamiliar brand from a developing country based on the real internationalization case study of a Brazilian fashion brand (Osklen). ... -
Dermocosmetics’ industry in Brazil and Germany: a comparison of consumer preferences between these countries
2018-06-08This work examines the industry of Dermocosmetics or Cosmeceuticals, with a focus on the female consumer behavior. The scope of this work is the Brazilian and German markets, given that these two countries are among the ... -
The development of a scale to measure young millennials' motivations to get entertainment and information
2020-02-03According to an informal interview with the marketing manager of Nestlé in Europe, Fast Moving Consumer Goods companies are still struggling and spending a lot of time and money on researches to understand which are the ... -
Diffusion of frugal innovation and innovativeness in low-income contexts
2019-12-09This research examines the Diffusion of Innovation (DOI) in Base of the Pyramid (BOP) markets in the context of Frugal Innovation as well as the characteristics of innovative consumers in low-income markets. It is divided ... -
Digital business platforms and sustainability: a study about sustainable behaviour
2020-12-11As current environmental problems suggest that present consumption and production patterns are not sustainable, technology has received attention as the mediator between scarce resources and continued economic growth. New ... -
The ethical concerns of the fast fashion consumer: a gender perspective
2019-01-18Consumer behavior is been studied by academia since the late fifties. Despite the advances seen in the area, the topic still not fully explored due to the big range of variables that can influence consumers and their ... -
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement
2020-12-10This study is an exploratory study, with a quantitative approach, carried out through a survey, applied through a questionnaire using an online tool, aimed at consumers in the clothing / fashion sector in France. Its central ... -
Fighting customer churn rate: an exploration of customer defection in financial services
2019-05-20Several papers have related customer churn with customer relationship management (CRM) in a wide range of industries. Few empirical studies have analyzed the Brazilian Consortium segment deeply in order to evaluate customer ... -
From e-commerce to v-commerce: an empirical study on consumers acceptance in Brazil
2018-12-07Although Virtual Reality (VR) is considered to be one of the new technologies with the highest potentiality, especially in the retail field, research into customers’ acceptance and intentions to use this technology is ... -
The influence of a company's communicated CSR initiative on private consumer behavior
2019-12-19The aim of this research is to determine if and how the communication of a company’s CSR initiative influences private consumer behavior. Hereby it is also considered whether the consumers’ support of the issue at hand ... -
Landownership in the countryside of Portugal and wildfires: a qualitative approach
2020-01Every year in the summer, the news about wildfires happening somewhere in Portugal reaches the world through the media (RTP, 2017; Publico, 2019), and when the winter arrives, everything is fine again, but the cycle repeats ... -
Launching a new selective skincare brand in Asia and Europe
2013-03-21O mercado de beleza é extremamente competitivo, tendo uma facturação de 145 biliões € em todo o mundo e registando uma taxa de 4% de crescimento anual. O mercado da beleza inclui os cuidados com o cabelo, rosto, maquilhagem, ... -
'The luxury market in Brazil: an analysis of its complexity'
2017-12-20The aim of the present research thesis is to investigate the luxury market in Brazil and how brand can survive in such context. All over the world this sector is becoming more and more crucial, due to many factors, such ... -
Motivational theory applied to real estate
2019-02-22This paper sets off to better understand motivation in the purchase of real estate of low-income consumers. Classical motivational theories are synergized to create a new framework on motivation on this subject. An exploratory ...
