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Handicrafts have historically always been practiced in Paraná Coast, Brazil, being a source of income for dozens of families, however this scenario has undergone profound changes with the pandemic of the New Coronavirus (COVID-19), but no studies were found that could reveal the changes caused among artisans as a result of the pandemic. Thus, descriptive exploratory research was carried out with 35 artisans residing on the Coast of Paraná. Women were the majority among the investigated group (65.7%) with an average age of 54 years old. The study revealed that in the perception of the interviewees it is possible to notice the recovery of the impacts caused by the pandemic on the family budget, with the increase in the income obtained from the sale of handicrafts, however in the opinion of the majority of the interviewees (68.57%) the recovery could have been accelerated if there were public policies for easy access to artisans. The study revealed that in Paraná Coast, after the pandemic of the New Coronavirus, there was a reduction in jobs and regional income, and it consequently affected family income and that, in the face of so many deaths, the class of widowed, black or brown women emerged in the investigated sample. The lives of these women are marked by precariousness and they feel more strongly the impacts of segregation due to the need to provide for all family needs by themselves.

Brazil is going through a period of instability in the economic and social areas, resulting from a model of governmental management that cares little, especially for the new generations. In this context, a descriptive exploratory study was carried out with 173 young people about the problems faced in building the future. The study revealed that the average age was 19.24 years old and the average income was USD 270 for a family with an average of 4.6 people, without their own residence. 40% of these families did not have formal employment. 36.5% of young people felt deeply discouraged about the future, and among the reasons revealed by them there were the absence of a minimum income (39.9%), difficulty in accessing free public education (28%), low job offer that can reconcile with studies (22%), not considering themselves capable of overcoming difficulties (18%) and fear of failure (14%). According to the perception of all respondents, public policies to encourage minorities and access to education and work have been dilapidated in recent years and that has been the main cause that prevents the future desired by new generations.

Aiming to support a better understanding of the clothing retail trade scenario after the crisis of the new coronavirus (SARS-CoV-2: COVID-19) and the recovery of the Brazilian economy, it is presented the result of a descriptive exploratory research applied from June to September 2021 with 118 consumers located in Paraná Coast, in the Southern region of Brazil. The results showed that consumers were on average 29.06 years old with an average household income of USD 798.12, with women having a small greater margin in relation to the purchase of clothes when compared to men. The purchase preference among the interviewees was still for physical stores (n=51.95%), and among the factors that had greater relevance, the purchase of bespoke products was highlighted, eliminating the time-consuming exchanges of online shopping, the convenience of proximity to their homes and the possibility of trying on the desired pieces. The factors that hindered purchases were the small diversity of models and sizes of clothing, and in particular the issue of the price, which is considered high and constitutes a restrictive factor to retail trade in the region, and in a general context, the retail trade in Paraná Coast cannot satisfactorily meet the customers’ wishes. Especially in this period of the economic recovery and the return to face-to-face work, after so many deaths of the Brazilian population, it is necessary to consider other influences, not only those originating from the marketing process, such as relationship marketing.

The consumption of flowers in Brazil has shown growth and numerous studies reveal that women are the biggest consumers of this product, however despite its relevance, no studies have been found that reveal whether this consumption is carried out for their own consumption or for gifting. Thus, considering that flowers are an important resource for gifting, it is presented the result of a research on the profile and behavior of the woman who buys flowers with the propose of gifting in order to subsidize marketing actions for the retail segment of the flower production chain. A descriptive exploratory research was conducted based on semi-structured interviews with 150 women. The study showed that in relation to the age group, as the woman advances in age, she presents a higher frequency of buying flowers as a gift, with the highest consumption range between 46 and 55 years old. In relation to marital status, widowed and married women had the highest purchase rates. The factors that most affected consumption levels were income and education, it was observed as these two factors increased, so did the consumption of flowers for the purpose of gifting., O consumo de flores no Brasil tem apresentado crescimento e inúmeros estudos revelam que as mulheres são as maiores consumidoras desse produto, no entanto apesar da sua relevância, não foram encontrados estudos que revelem se esse consumo é realizado para si ou para presentear outrem. Assim, considerando que as flores são principal objeto para presentear, apresenta-se o resultado de pesquisa sobre o perfil e comportamento da mulher que compra flores com o objetivo de presentear visando subsidiar ações de marketing para o segmento comercial varejista da cadeia produtiva da floricultura. Foi realizada pesquisa exploratória descritiva a partir de entrevistas semiestruturadas junto a 150 mulheres. O estudo evidenciou que, em relação a faixa etária, à medida que a mulher avança na idade, apresenta maior frequência de compra de flores para presentear sendo a faixa de maior consumo entre 46 a 55 anos. Em relação ao estado civil, as mulheres viúvas e casada apresentaram os maiores índices de compra. Os fatores que mais afetaram os níveis de consumo foi a renda e escolaridade, tendo sido observado tendência à medida em que se elevavam esses dois fatores, se elevava também, o consumo de flores com a finalidade de presentear.

Barreado is a typical dish from Paraná, made with beef and some specific spices and cooked for a long time in a clay pot sealed by a mixture of ashes similar to the clay, being this dish produced with greater relevance in the coastal region of the state, where there is the largest productive arrangement of this dish in Brazil and where has a strong gastronomic touristic appeal. Despite the historical, cultural and economic relevance of gastronomic tourism in Paraná, few and sparse studies use the issue, thus, this study aimed to elaborate and show an overview of the current scenario of production and trade of the dish, highlighting the implications and potential of Barreado in Paraná Coast. The survey methodology was based on quantitative and qualitative descriptive exploratory research, the data collection was accomplished between May and June 2020, with 151 consumers.The study revealed that among Barreado consumers there was a predominance of women (n=61.5%). The average age was 40.9 years old, and the majority of the respondents (46.4%) preferred to consume Barreado when it is done by the traditional way of cooking, in a clay pot and on a wood stove for 24 hours. The greatest potential described was the fact that the Barreado is a typical and original product of Paraná and has great acceptance in gastronomic tourism, which reveals its capacity to be a source that drives regional development, however the price considered high and the distribution network in the retail market was classified as deficient, they were identified as limiting factors to the development of the Barreado production and commercialization. In this context, still on the issue of price and its relationship with the consumption, given that it was one of the main factors identified as limiting and the lack of studies on the subject, for further studies on the cost and quality relationship should be considered by researchers in new future studies.

As bromélias no litoral do Paraná, tem a sua exploração comercial associada as comunidades socialmente vulneráveis, porém, pouco se sabe sobre os desejos dos consumidores, neste contexto, apresenta-se o resultado da avaliação sobre a influência do composto de marketing no comportamento do consumidor de bromélias, visando subsidiar o estabelecimento de ações no campo para o fortalecimento da cadeia produtiva. Para que os objetivos fossem alcançados, foi realizada pesquisa exploratória-descritiva, entre julho de 2016 e fevereiro de 2017, junto a 150 consumidores de bromélias. Identificou-se o gênero feminino como consumidor majoritário (n=80), que efetuavam em média 3,62 compras por ano, com tendência a elevação no consumo, a medida que avançavam a escolaridade e renda. O estudo mostrou ainda, que apesar do consumidor estar satisfeito com as bromélias como plantas ornamentais a expectativa não é atendida especialmente em relação ao preço classificado como elevado. Conclui-se que devem ser reavaliadas as formas de produção no campo, o número de espécies priorizando as mais desejadas pelos clientes. A orientação dos varejistas aos produtores pode criar um ambiente colaborativo, ampliando a eficiência da produção no campo, e dos níveis de satisfação do consumo, fortalecendo a cadeia produtiva de bromélias no litoral do Paraná.