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This article deals with the importance of segmentation as a tool for competition in an increasingly demanding market. In addition, an analysis of segmentation may help identify trends and changes in the market. This study is concerned with defining the segment profile for two consumer groups of a pet product line – shops providing services and products for pet care and hygiene, and pet owners. These markets were segmented in different bases since they have different needs. To conclude, the implementation of strategies aimed at each group of clients should take into consideration such differences., Este artículo trata de la importancia de la segmentación como una herramienta para competir en un mercado en que los consumidores son cada vez más exigentes. Además, un análisis de segmentación puede ayudar a identificar tendencia y cambios en el mercado. Este estudio concentra en determinar el perfil de los segmentos en dos grupos de consumidores para una línea de productos para mascotas (pets) – tiendas especializadas en servicios y productos para cuidado e higiene para mascotas y propietarios de estos animales. Estos mercados fueron segmentados en distintas bases, puesto que tienen necesidades distintas. En conclusión, la implementación de estrategias para alcanzar cada grupo de clientes debe considerar las diferencias señaladas., Dada a importância da segmentação como uma ferramenta para se competir em mercados exigentes, o presente estudo se concentra em identificar as diferenças resultantes da utilização da variável “benefícios procurados” como critério de segmentação de dois grupos de clientes de produtos para cuidado e higiene de animais domésticos: os consumidores individuais e as lojas especializadas em serviços e produtos para esses animais. O uso da mesma base identifica diferenças psicográficas importantes entre os dois mercado e aponta para a necessidade de se conceber e implementar estratégias distintas para se atingir cada grupo de clientes.

The effects related to the country of origin refer to the influence of the information about the country of origin on the attitudes and behaviors with regards to a product or a brand. The vast majority of the studies about the country of origin effect on consumers’ process of purchase alternatives evaluation refers to non-Brazilian products. Conversely, this research proposes to study such effects for Brazilian products that are marketed abroad, by means of a quantitative research with Dutch undergraduate students. The analyzed Brazilian products were cow meat, fresh fruits, shoes and furniture. In conclusion, it was verified that the country of origin effect does not exist for the Brazilian cow meat, which means that the image respondents have about Brazil does not affect their attitudes towards this product. On the other hand, for the other products investigated in this research, it was observed the existence of the country of origin effect. These results can help Brazilian firms that deal with questions related to the country of origin in their international marketing activities, since it is verified whether Brazil’s image favors or harms the Brazilian products investigated in this study., Los efectos relacionados al país de origen se refieren a la influencia de la información sobre el país de origen en las actitudes y en el comportamiento sobre el producto o de una marca. La gran mayoría de los estudios existentes sobre el efecto de país de origen en el proceso de evaluación de alternativas de compra de un consumidor dice respecto a productos no-brasileños vendidos en el exterior, por medio de una investigación cuantitativa con estudiantes holandeses. Los productos analizados fueron: carne de ganado, frutas frescas, calzados y muebles. En conclusión, fue verificado que el efecto país de origen no existe para la carne de ganado brasileña, lo que significa que la imagen que los respondientes poseen de Brasil no afecta sus actitudes con relación a estos productos. Por otro lado, para los demás productos investigados en los estudios, se observó la existencia del efecto país de origen. Ese resultado puede auxiliar empresas brasileñas que necesitan lidiar con cuestiones relacionadas al país de origen en sus actividades internacionales de marketing, a la medida en que se verifica si la imagen de Brasil favorece o perjudica los productos brasileños investigados en el estudio., Os efeitos relacionados ao país de origem referem-se à influência da informação sobre o país de origem nas atitudes e no comportamento sobre o produto ou de uma marca. A grande maioria dos estudos existentes sobre o efeito de país de origem no processo de avaliação de alternativas de compra de um consumidor diz respeito a produtos não-brasileiros. Dessa forma, alternativamente, esta pesquisa propõe estudar tais efeitos para produtos brasileiros vendidos no exterior, por meio de uma pesquisa quantitativa com estudantes holandeses. Os produtos analisados foram carne bovina, frutas frescas, calçados e móveis. Em conclusão, foi verificado que o efeito país de origem não existe para a carne bovina brasileira, o que significa que a imagem que os respondentes possuem do Brasil não afeta as suas atitudes com relação a esse produto. Por outro lado, para os demais produtos investigados na pesquisa, observou-se a existência do efeito país de origem. Esse resultado pode auxiliar empresas brasileiras que precisam lidar com questões relacionadas ao país de origem em suas atividades internacionais de marketing, à medida que é verificado se a imagem do Brasil favorece ou prejudica os produtos brasileiros investigados no estudo.

The beef business is composed of several networks, called here the agri-food networks. These are defined as a group of suppliers and distributors of an analyzed firm (in an individual case), or of the alliance being analyzed (in case of firms that manage a common brand). In this article a scenario analysis is done based on a review of the recent data and trends on Brazilian and global beef market, and many impacts to the beef business are identified. The main contribution from this scenario analysis is the observation of the emergence of 4 main networks that will rest stronger in global beef market in 2010. These networks will operate and coexist in 4 different market segments, with different needs.

The beef business is composed of several networks, called here the agri-food networks. These are defined as a group of suppliers and distributors of an analyzed firm (in an individual case), or of the alliance being analyzed (in case of firms that manage a common brand). In this article a scenario analysis is done based on a review of the recent data and trends on Brazilian and global beef market, and many impacts to the beef business are identified. The main contribution from this scenario analysis is the observation of the emergence of 4 main networks that will rest stronger in global beef market in 2010. These networks will operate and coexist in 4 different market segments, with different needs.

The broader objective of this study undertaking can briefly be articulated in particulate aims as follows: to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers. In addition, check the differences and similarities between the behavior of Brazilian and American consumers caused by the influence of product placements. The study was undertaken targeting consumer audience in Brazil and the U.S. A rang3 modeling set ups were performed in order to realign study instruments and hypothesis towards the research objectives. This study gave focus on the following hypothesized models. H1: Consumers / Participants who viewed the brands / products in the movie have a higher brand / product recall compared to the consumers / participants who did not view the brands / products in the movie. H2: US Consumers / Participants are able to recognize and recall brands / products which appear in the background of the movie than Brazil. H3: Consumers / participants from USA are more accepting of product placements compared to their counterparts in Brazil. H4: There are discernible similarities in consumer / participant brand attitudes and purchase intentions in consumers / participants from USA and Brazil in spite of the fact that their country of origin is different. Cronbach’s Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of the Structural Equation Modeling (SEM) for the hypothesis testing. This study used the Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using the Exploratory Factor Analysis (EFA) or the Principal Component Analysis (PCA). This reinforced for the use of the regression Chi Square and T statistical tests in further. Only hypothesis H3 was rejected, the rest were not. T test provided insight findings on specific subgroup significant differences. In the SEM testing, the error variance for product placement attitudes was negative for both the groups. On this The Heywood Case came in handy to fix negative values. The researcher used both quantitative and qualitative approach where closed ended questionnaires and interviews respectively were used to collect primary data. The results were additionally provided with tabulations. It can be concluded that, product placement varies markedly in the U.S. from Brazil based on the influence a range of factors provided in the study. However, there are elements of convergence probably driven by the convergence in technology. In order, product placement to become more competitive in the promotional marketing, there will be the need for researchers to extend focus from the traditional variables and add knowledge on the conventional marketplace factors that is the sell-ability of the product placement technologies and strategies.