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| Author(s): |
Lucas Teixeira
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | Ribeirão Preto. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (PCARP/BC) |
| Defense date: | 2008-04-08 |
| Examining board members: |
Dirceu Tornavoi de Carvalho;
Janaina de Moura Engracia Giraldi;
Eduardo Eugenio Spers
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| Advisor: | Dirceu Tornavoi de Carvalho |
| Abstract | |
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. (AU) | |