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In view of the negative view of the phenomenon of menstruation and recent market changes aimed at the search for ecological consumption and real female representations, this research seeks to understand the relationship between women, menstruation and these new trends, in order to respond to the following question: How do consumers of ecological menstrual products perceive their relationship with menstruation and with these products? For that, texts were used as a basis that addressed the cultural aspects of menstruation in Brazil, the ecological market trends and how advertising and marketing aimed at the female audience and menstruation evolved over time. Data were collected from the analysis of cultural texts and interviews with consumers of ecological products. As a result, it was identified that the advertisements belonging to the second half of the century. XXI began to represent menstruation as a positive and natural phenomenon. With regard to consumers, the data indicate that their relationship with menstruation seems to have improved after using ecological menstrual products, as they feel safer and more confident, since the products generate greater autonomy and comfort for them. [ABSTRACT FROM AUTHOR]

Supermarkets are present in many cities by offering various products to end consumers. The consumers choose and evaluate supermarkets based on their qualitative attributes which are inherent to the service. The identification of these consumer choice attributes form the dimensions of service quality provided by supermarkets. Therefore, this is the main objective of this study: to identify the attributes which influence consumer choice and evaluation of service quality from supermarkets. The research method is exploratory qualitative, employing the critical incident technique to collect data and keywords analysis with 24 supermarket consumers in the Médio Alto Uruguai Gaúcho region. The main results from the research identified a group of 43 qualitative attributes categorized in nine theoretical dimensions that were important in customer perception related to supermarket service. This study also brings academic and scientific implications, because it widens the study of qualitative attributes mentioned by consumers, which influence their choice and evaluation of supermarkets. [ABSTRACT FROM AUTHOR]