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Master's Dissertation
DOI
https://doi.org/10.11606/D.74.2019.tde-04122019-121655
Document
Author
Full name
Marilia Moruzzi Gurgel Bastos
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
Pirassununga, 2019
Supervisor
Committee
Carrer, Celso da Costa (President)
Faria Filho, Daniel Emygdio de
Firetti, Ricardo
Ribeiro, Marcelo Machado de Luca de Oliveira
Title in Portuguese
Análise do comportamento do mercado de ovos: um estudo de caso voltado para as tendências do Marketing 4.0
Keywords in Portuguese
Avicultura de postura
Comportamento do consumidor
Marketing 4.0
Mercado de ovos
Abstract in Portuguese
O presente estudo objetivou discutir o comportamento do mercado (produção, comercialização e consumo) de ovos de galinhas na última década e suas principais tendências diante das mudanças tecnológicas e digitais ocorridas na contemporaneidade, considerando-se o enfoque do conceito de Marketing 4.0 proposto por Philip Kotler et al. (2017). Foi utilizada uma base de dados de natureza secundária com pesquisa bibliográfica em dados secundários e de literatura do setor e pesquisa qualitativa com entrevistas junto a atores ligados a esta cadeia de negócios. Foram considerados ainda, aspectos específicos de marketing com o foco na promoção do segmento de ovos, de modo a analisar em microambiente a visão de especialistas nesse importante segmento de proteína animal nacional, considerando-se aspectos históricos, sociais e econômicos sob o recorte nacional e regional. De acordo com o panorama do mercado de ovos no Brasil, organizado em 2012 pelo Serviço Brasileiro de Apoio às Micro e Pequenas Empresas (SEBRAE), a produção é caracterizada pela intensa concentração em poucos estados brasileiros, como São Paulo, Minas Gerais, Espírito Santo e Paraná produzindo juntos, em 2011, mais de 60% do total nacional. Neste sentido, segundo os últimos resultados divulgados em 2019 pelo Instituto Brasileiro de Geografia e Estatística (IBGE), a produção nacional de ovos de galinha em 2018 obteve o crescimento contínuo em relação ao mesmo período do ano anterior. - o que demonstra a importância de desenvolvimento acadêmico focado nesse segmento. O estudo concluiu que existe um movimento de aumento do consumo em função do reposicionamento de marketing do setor nos últimos anos, embora a imagem do produto ainda sofra certa resistência do público digital.
Title in English
Egg market behavior analysis: a case study focusing on Marketing 4.0 trends
Keywords in English
Consumer behaviour
Egg market
Marketing 4.0
Poultry farming
Abstract in English
The present study aimed to discuss the market behavior (production, marketing and consumption) of chicken eggs in the last decade and its main trends regarding the technological and digital changes that occurred in contemporary times, considering the focus of the Marketing 4.0 concept created by Phlip Kotler and his team in 2017. A secondary database was used with bibliographic research in census surveys and sector literature and qualitative research with interviews with actors linked to this business chain. Marketing aspects with a focus on promoting the egg segment were also considered, in order to analyze in microenvironment the view of specialists in this important national agricultural sector, considering historical, social and economic aspects from the national and regional perspective. According to the panorama of the egg market in Brazil, organized by the Brazilian Micro and Small Business Support Service (SEBRAE, 2012), production is characterized by intense concentration in few Brazilian states, such as São Paulo, Minas Gerais, Espírito Santo. Santo and Paraná producing, in 2011, more than 60% of the national total. In this sense, domestic chicken egg production recently reached a record 3.6 billion dozen in 2018, an 8.6% increase over 2017, according to the latest results from the Quarterly Animal Slaughter Survey released in March 2019 by the Brazilian Institute of Geography and Statistics (IBGE). The study concluded that there is a movement of increased consumption due to the repositioning of the sector marketing in the last years, although the image of the product still suffers some resistance of the digital audience.
 
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ME7709872COR.pdf (2.14 Mbytes)
Publishing Date
2019-12-11
 
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