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Master's Dissertation
DOI
10.11606/D.89.2011.tde-20122011-092310
Document
Author
Full name
Andréa dos Reis Lemos
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2011
Supervisor
Committee
Sarti, Flávia Mori (President)
Cury, Lucilene
Torres, Elizabeth Aparecida Ferraz da Silva
Title in Portuguese
Análise da comunicação de marketing no varejo de alimentos no Município de São Paulo
Keywords in Portuguese
Ambiente alimentar
Comunicação no varejo
Consumo alimentar
Doenças crônicas não-transmissíveis
Obesidade
Políticas públicas de nutrição
Abstract in Portuguese
Uma das conseqüências da transição nutricional é a elevação da prevalência de obesidade na população mundial. Entre os fatores ambientais determinantes da escolha alimentar, destaca-se a influência dos meios de comunicação. O objetivo do estudo foi construir e aplicar um questionário para análise da comunicação de marketing no varejo de alimentos do município de São Paulo. Amostra propositiva de 52 setores censitários do município de São Paulo foi selecionada conforme níveis de IDH e densidade de indicadores ambientais para análise do marketing no varejo de alimentos para consumo imediato e domiciliar. A pesquisa identificou maior número de estabelecimentos de varejo de alimentos para consumo imediato (472) do que para consumo domiciliar (305). O volume de mensagens nos pontos-de-venda foi consideravelmente maior para alimentos industrializados (484) do que alimentos in natura (275). Registrou-se propaganda de alimentos em maior número de varejos de alimento para consumo imediato (47%) do que consumo domiciliar (20%). Identificou-se associação positiva entre renda e IDH em relação ao volume de propagandas de alimentos in natura que abordavam o conteúdo "saúde". Houve associação negativa entre renda e volume de propagandas para alimentos industrializados em "economia" e "saúde". O volume total de propagandas em estabelecimentos de alimentos para consumo domiciliar apresentou correlação negativa com IDH, enquanto no varejo de alimentos para consumo imediato houve correlação negativa com renda. Os resultados do presente trabalho apontam para a necessidade de maior esforço de pesquisa no que tange à propaganda de alimentos nos equipamentos de varejo de alimentos. O fortalecimento de ações de monitoramento de propagandas de alimentos nos equipamentos varejistas possibilitaria maior conformidade das mensagens das propagandas em relação à legislação de alimentos, em benefício da saúde do consumidor.
Title in English
Marketing communication analysis on food retail in the city of Sao Paulo
Keywords in English
Food consumption
Food environment
Non-communicable chronic diseases
Obesity
Public policies in nutrition
Retail communication
Abstract in English
The nutrition transition presents as consequence an increase in obesity prevalence among worldwide population. Among environmental factors determining food choices of individuals, it is possible to point out the influence of mass media communication. The objective of the study is to structure and apply a questionnaire for the study of marketing communication in food retail at the city of Sao Paulo. 52 census sectors from Sao Paulo city were selected for data collection, according HDI and environmental variables, in order to allow the analysis on marketing communication on retail of food for immediate or household consumption. Results indicate that there are more retail stores of food for immediate consumption (472) than household consumption in Sao Paulo city. Volume of advertisement in food retail stores was considerably higher for processed foods (484) than in natura (275). Food advertisement was registered in higher number of retail stores of food for immediate consumption (47%) than in retail stores of food for household consumption (20%). There was a positive association between income and HDI in relation to the volume of advertisement for in natura foods approaching the "health" content. A negative association between income and volume of advertisement for processed foods was identified in relation to "economy" and "health" contents. The total volume of advertisement in retail stores of food for household consumption presented negative correlation in relation to HDI, while retail of food for immediate consumption had negative correlation in relation to income. Results obtained in the study indicate the need for joint efforts in research towards food advertisement in food retail stores. Strengthening of monitoring action in food advertisement located in retail stores may assure higher accomplishment food regulation patterns in relation to the messages published, benefiting the consumers' health.
 
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Publishing Date
2013-06-27
 
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