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Master's Dissertation
DOI
10.11606/D.96.2008.tde-30042008-153323
Document
Author
Full name
Lucas Teixeira
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
Ribeirão Preto, 2008
Supervisor
Committee
Carvalho, Dirceu Tornavoi de (President)
Giraldi, Janaina de Moura Engracia
Spers, Eduardo Eugenio
Title in Portuguese
Posicionamento de frutas brasileiras no exterior do ponto de vista do consumidor: um estudo comparativo da imagem de frutas estrangeiras no mercado holandês
Keywords in Portuguese
Frutas brasileiras
Mapa perceptual
Mercado externo
Posicionamento
Abstract in Portuguese
Nos últimos anos a participação do Brasil no mercado externo vem avançando de forma constante, especialmente no competitivo setor de frutas frescas. Diante disso, entender como a imagem do produto importado é percebida pelo público-alvo no exterior é um dos pré-requisitos para que a oferta seja destacada entre os concorrentes. Assim, o objetivo do presente trabalho é estudar o posicionamento das frutas brasileiras, comparativamente à concorrência internacional, do ponto de vista do consumidor estrangeiro. Neste estudo exploratório foram aplicados questionários on-line em universidades da Holanda, principal país europeu importador de frutas frescas brasileiras, totalizando 112 respondentes. Os dados foram trabalhados com ferramentas estatísticas, destacando-se a análise de correspondência, que permitiu construir mapas perceptuais relacionando tipos de frutas frescas e atributos com quatro países de origem. A Costa Rica mostrou ser o concorrente direto do Brasil no segmento de frutas tropicais, enquanto que a África do Sul concorre com o Chile por maçãs e uvas. A banana, e atributos de primeiro impacto como aparência, sabor, nutrição e marca foram associados ao Brasil, sugerindo haver um posicionamento de atratividade. Contudo, outros atributos importantes, como preço e segurança relacionaram-se, respectivamente, com Costa Rica e África do Sul. Consumidores de mais idade aparentaram valorizar as responsabilidades ambiental e social, mostrando que elas podem ser trabalhadas pela fruticultura brasileira para aumentar a confiabilidade da oferta e sua participação de mercado no exterior.
Title in English
Positioning of Brazilian fruits in the foreign market from the consumer's point of view: a comparative study on the image of foreign fruits in the Dutch market
Keywords in English
Brazilian fruits
Foreign market
Perceptual map
Positioning
Abstract in English
In recent years, Brazil's share in the international market comes advancing constantly, especially in the competitive fresh fruit segment. One of the prerequisites for a product to stand out among other similar goods in the foreign market relies on understanding how this product is perceived by the target. Accordingly, the goal of the present work is to analyze the positioning of Brazilian fruits, compared to international competitors, from the consumer's perspective. In this exploratory study, an online survey was developed and applied to 112 subjects in universities of Holland, main import country of Brazilian fruits. Data were subjected to statistical interpretation, and correspondence analysis allowed the development of perceptual maps correlating types of fresh fruits and attributes to four countries of origin. Costa Rica emerged as Brazil's chief competitor in the tropical fruits segment, while South Africa and Chile share the market of fruits such as apples and grapes. Bananas, and first impact attributes such as appearance, flavor, nutrition and brand were associated to Brazil, suggesting to exist a positioning of attractiveness. However, other important attributes, namely price and safety were correlated with Costa Rica and South Africa, respectively. Older consumers displayed awareness in terms of environmental and social responsibility, which shows that they could be specifically addressed in order to increase the offer's trustworthiness and the participation of Brazilian fruits in the international market.
 
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LucasTeixeira.pdf (1.64 Mbytes)
Publishing Date
2008-05-12
 
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