Avaliação da composição e da funcionalidade da embalagem de cerveja, segundo o envolvimento do consumidor

Authors

  • Vivian Iara Strehlau ESPN - São Paulo - SP
  • Silvio Popadiuk UPM - São Paulo - SP

DOI:

https://doi.org/10.5007/%25x

Abstract

This article presents a study between the degree of involvement related to the beer purchase process and the evaluation of its packaging. It highlights the composition elements and the functionality of the beer vessels. It is structured in two main parts. The first involves the theoretical framework concerned to the theme - beer - its market and packaging as well as brief concepts of involvement in the purchase process. This justifies the product choice. The second part covers the methodological procedures, as well as its outcomes and conclusions. It reflects the results of a quantitative study obtained by sampling 484 beer and non-beer users. The main result is that the evaluation of the composition and the evaluation of the functionality of the packaging are influenced by the degree of involvement with the beer.

Author Biographies

Vivian Iara Strehlau, ESPN - São Paulo - SP

Possui graduação em Administração de Empresas pela Fundação Getúlio Vargas - SP (1986), mestrado (1996) e doutorado em Administração de Empresas pela Fundação Getúlio Vargas - SP (2003). Participação no MBA da London Business School (1994). Atualmente é professora da Escola Superior de Propaganda e Marketing/SP e do IBMEC SÃO PAULO.

Mais informações: Currículo Lattes - CNPq.

Silvio Popadiuk, UPM - São Paulo - SP

Possui graduação em em Estatística pelo Instituto de Matemática e Estatística da USP (1979), mestrado em Administração de Empresas pela FEA/USP (1992), doutorado em Administração pela Faculdade de Economia Administração e Contabilidade da Universidade São Paulo (1996) e Pós-Doutorado na Universidade de Toronto, na Faculty of Information Studies, Canadá (2004). Atualmente é professor adjunto da UPM, São Paulo, junto ao Programa de Pós-Graduação em Administração de Empresas. Lidera um grupo de pesquisas do CNPq que estuda temas relacionados à competitividade das empresas.

Mais informações: Currículo Lattes - CNPq.

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Published

2003-01-01

How to Cite

Strehlau, V. I., & Popadiuk, S. (2003). Avaliação da composição e da funcionalidade da embalagem de cerveja, segundo o envolvimento do consumidor. Revista De Ciências Da Administração, 5(10), 09–24. https://doi.org/10.5007/%x

Issue

V. 5, n. 10, jul./dez. de 2003

Section

Articles

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