Consumer perception of Brazilian beef: insights from a quantitative study in Europe

Detalhes bibliográficos
Ano de defesa: 2016
Autor(a) principal: Timmermann, Jonas Christopher
Orientador(a): Pereira, Luís Henrique
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: eng
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Inglês:
Beef exports
Brazilian beef
Branded products
Consumer preferences
Link de acesso: http://hdl.handle.net/10438/17195
Resumo: Brazilian beef companies have been very successful in recent years due to a range of external factors. These factors include a favourable climate in Brazil and an abundant supply of natural resources (such as supply of water and cheap farmable land). Economically wise, Brazilian beef companies benefitted from cheap labour, reduced trade barriers and a favourable exchange rate. To investigate the quality perception of Brazilian beef, a quantitative study was conducted with German, French and Italian consumers. The results reveal that Brazilian beef lacks brand equity: Respondents that have never bought (or experienced) Brazilian beef have subconsciously a negative impression of the quality of Brazilian beef. Moreover, the image of Brazil as a country has an effect on how consumers perceive Brazilian beef. This paper suggests that Brazilian beef companies should intensify their marketing efforts and invest in the brand building of Brazilian beef. Since the beef industry is important to Brazil’s GDP, the government (supported by ABIEC) is advised to support these marketing programs as well. Brand building serves as a form of protection against times when external factors may worsen.
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spelling Timmermann, Jonas ChristopherEscolas::EAESPZambaldi, FelipeRossi, George BedinelliPereira, Luís Henrique2016-10-04T18:38:39Z2016-10-04T18:38:39Z2016-09-14TIMMERMANN, Jonas Christopher. Consumer perception of Brazilian beef: insights from a quantitative study in Europe. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016.http://hdl.handle.net/10438/17195Brazilian beef companies have been very successful in recent years due to a range of external factors. These factors include a favourable climate in Brazil and an abundant supply of natural resources (such as supply of water and cheap farmable land). Economically wise, Brazilian beef companies benefitted from cheap labour, reduced trade barriers and a favourable exchange rate. To investigate the quality perception of Brazilian beef, a quantitative study was conducted with German, French and Italian consumers. The results reveal that Brazilian beef lacks brand equity: Respondents that have never bought (or experienced) Brazilian beef have subconsciously a negative impression of the quality of Brazilian beef. Moreover, the image of Brazil as a country has an effect on how consumers perceive Brazilian beef. This paper suggests that Brazilian beef companies should intensify their marketing efforts and invest in the brand building of Brazilian beef. Since the beef industry is important to Brazil’s GDP, the government (supported by ABIEC) is advised to support these marketing programs as well. Brand building serves as a form of protection against times when external factors may worsen.Empresas brasileiras de carne bovina foram muito bem sucedidas nos últimos anos devido a uma série de fatores externos. Esses fatores incluem um clima favorável no Brasil e uma oferta abundante de recursos naturais (como o fornecimento de água e terras cultiváveis baratas). Em termos econômicos, as empresas brasileiras de carne bovina foram beneficiadas pela mão de obra barata, pelas barreiras comerciais reduzidas e por uma taxa de câmbio favorável. Para investigar a percepção de qualidade da carne bovina brasileira, um estudo quantitativo foi realizado com consumidores alemães, franceses e italianos. Os resultados revelam que a carne brasileira carece de brand equity: os respondentes que nunca compraram (ou experimentaram) carne brasileira têm inconscientemente uma impressão negativa com relação à qualidade da carne brasileira. Além disso, a imagem do Brasil como país tem um efeito sobre como os consumidores percebem a carne brasileira. Este trabalho sugere que as empresas brasileiras de carne bovina devem intensificar os seus esforços de marketing e investir na construção da imagem da marca da carne brasileira. Dado que a indústria da carne é importante para o PIB do Brasil, o governo também (apoiada pela ABIEC) é aconselhado a apoiar estes programas de marketing. Construção de marca serve como uma forma de proteção contra tempos em que fatores externos podem piorar.engBeef exportsBrazilian beefBranded productsConsumer preferencesCiência políticaCarne bovina - ExportaçãoCarne bovina - BrasilMarketingMarca de produtosConsumidores - PreferênciaConsumer perception of Brazilian beef: insights from a quantitative study in Europeinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTEXTMaster Thesis - JONAS TIMMERMANN.pdf.txtMaster Thesis - JONAS TIMMERMANN.pdf.txtExtracted texttext/plain100546https://repositorio.fgv.br/bitstreams/06185de4-d9c3-4593-9266-2395953bedd3/download60236da765e389a0c92dc34bd7b3b532MD57ORIGINALMaster Thesis - JONAS TIMMERMANN.pdfMaster Thesis - JONAS 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dc.title.eng.fl_str_mv Consumer perception of Brazilian beef: insights from a quantitative study in Europe
title Consumer perception of Brazilian beef: insights from a quantitative study in Europe
spellingShingle Consumer perception of Brazilian beef: insights from a quantitative study in Europe
Timmermann, Jonas Christopher
Beef exports
Brazilian beef
Branded products
Consumer preferences
Ciência política
Carne bovina - Exportação
Carne bovina - Brasil
Marketing
Marca de produtos
Consumidores - Preferência
title_short Consumer perception of Brazilian beef: insights from a quantitative study in Europe
title_full Consumer perception of Brazilian beef: insights from a quantitative study in Europe
title_fullStr Consumer perception of Brazilian beef: insights from a quantitative study in Europe
title_full_unstemmed Consumer perception of Brazilian beef: insights from a quantitative study in Europe
title_sort Consumer perception of Brazilian beef: insights from a quantitative study in Europe
author Timmermann, Jonas Christopher
author_facet Timmermann, Jonas Christopher
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.member.none.fl_str_mv Zambaldi, Felipe
Rossi, George Bedinelli
dc.contributor.author.fl_str_mv Timmermann, Jonas Christopher
dc.contributor.advisor1.fl_str_mv Pereira, Luís Henrique
contributor_str_mv Pereira, Luís Henrique
dc.subject.eng.fl_str_mv Beef exports
Brazilian beef
Branded products
Consumer preferences
topic Beef exports
Brazilian beef
Branded products
Consumer preferences
Ciência política
Carne bovina - Exportação
Carne bovina - Brasil
Marketing
Marca de produtos
Consumidores - Preferência
dc.subject.area.por.fl_str_mv Ciência política
dc.subject.bibliodata.por.fl_str_mv Carne bovina - Exportação
Carne bovina - Brasil
Marketing
Marca de produtos
Consumidores - Preferência
description Brazilian beef companies have been very successful in recent years due to a range of external factors. These factors include a favourable climate in Brazil and an abundant supply of natural resources (such as supply of water and cheap farmable land). Economically wise, Brazilian beef companies benefitted from cheap labour, reduced trade barriers and a favourable exchange rate. To investigate the quality perception of Brazilian beef, a quantitative study was conducted with German, French and Italian consumers. The results reveal that Brazilian beef lacks brand equity: Respondents that have never bought (or experienced) Brazilian beef have subconsciously a negative impression of the quality of Brazilian beef. Moreover, the image of Brazil as a country has an effect on how consumers perceive Brazilian beef. This paper suggests that Brazilian beef companies should intensify their marketing efforts and invest in the brand building of Brazilian beef. Since the beef industry is important to Brazil’s GDP, the government (supported by ABIEC) is advised to support these marketing programs as well. Brand building serves as a form of protection against times when external factors may worsen.
publishDate 2016
dc.date.accessioned.fl_str_mv 2016-10-04T18:38:39Z
dc.date.available.fl_str_mv 2016-10-04T18:38:39Z
dc.date.issued.fl_str_mv 2016-09-14
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv TIMMERMANN, Jonas Christopher. Consumer perception of Brazilian beef: insights from a quantitative study in Europe. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016.
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/17195
identifier_str_mv TIMMERMANN, Jonas Christopher. Consumer perception of Brazilian beef: insights from a quantitative study in Europe. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016.
url http://hdl.handle.net/10438/17195
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
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