Posicionamento de frutas brasileiras no exterior do ponto de vista do consumidor: um estudo comparativo da imagem de frutas estrangeiras no mercado holandês / Positioning of Brazilian fruits in the foreign market from the consumers point of view: a comparative study on the image of foreign fruits in the Dutch market

AUTOR(ES)

Lucas Teixeira

DATA DE PUBLICAÇÃO

2008

RESUMO

In recent years, Brazils 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 consumers 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 Brazils 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 offers trustworthiness and the participation of Brazilian fruits in the international market.

ASSUNTO(S)

mercado externo foreign market mapa perceptual perceptual map positioning brazilian fruits posicionamento frutas brasileiras

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