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Beber para saciar a sede ou para aparecer? Um estudo de caso sobre a (in)eficácia orgânica e a (in)sustentabilidade ambiental no consumo de águas gourmet no Brasil e Portugal
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| 1.16 MB | Adobe PDF |
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Abstract(s)
O tempo e o desenvolvimento cultural lograram cimentar nas mentes das pessoas uma tendência ao consumo de produtos gourmet. Dentro dessa categoria se encontram diversos produtos e um deles será abordado ao longo desse trabalho, qual seja, a água. Esse mercado vem crescendo e em alguns países ele encontra-se em ampla ascensão, conquistando cada vez mais consumidores.
Nessas condições, o presente estudo tem como objetivo analisar o mercado e a propaganda das águas gourmet nos países, Brasil e Portugal. Considerando o mercado mais alargado de águas envasadas, passando pelas circunstâncias da produção e as grandes empresas, pretendemos promover um debate sobre as águas gourmet, destacando elementos como o seu mercado objetivo, isto é, clientes que sabem valorizar produtos que marcam tendências e transmitem uma sensação de bem-estar e exclusividade. Esses consumidores se encontram nos dois países analisados e consomem água em lojas gourmet, restaurantes e hotéis, no geral, homens e mulheres profissionais maiores de 25 anos, com poder aquisitivo, que privilegiam a exclusividade, se encontram em busca de produtos que os diferenciem dos demais e, no caso das águas envasadas, geralmente optam pelas águas gourmet.
Debateremos ainda a situação das grandes empresas do ramo da água envasada, destacando suas estratégias, as apresentações de seus produtos em supermercados nos dois países, observando o apelo de seu produto e suas garrafas. A metodologia utilizada será a revisão bibliográfica, combinada com a análise das águas gourmet com o respaldo da discussão da pesquisa comunicacional.
Time and cultural development have managed to cement in people's minds a tendency to consume gourmet products. Within this category there are several products and one of them will be addressed throughout this work, namely water. This market has been growing and in some countries it is on the rise, conquering more and more consumers. Under these conditions, the present study aims to analyze the market and the advertising of gourmet waters in two countries, Brazil and Portugal. Considering the wider market for bottled water, passing through the circumstances of production and large companies, we intend to promote a debate on gourmet waters highlighting elements such as its objective market, that is, customers who know how to value products that set trends and convey a feeling of well-being and exclusivity. These consumers are present in the three countries analyzed and consume water in gourmet stores, restaurants and hotels, being, in general, professional men and women over 25, with purchasing power, who privilege exclusivity and are in search of products that differentiate them from the others and, in the case of bottled waters, generally opt for premium waters. We will also discuss the situation of large companies in the field of bottled water, highlighting their strategies, the presentation of their products in supermarkets in the three countries, observing the appeal of their product and their bottles. The methodology used will be the bibliographic review, combined with the analysis of images of gourmet waters and with the support of the discussion of communicational research.
Time and cultural development have managed to cement in people's minds a tendency to consume gourmet products. Within this category there are several products and one of them will be addressed throughout this work, namely water. This market has been growing and in some countries it is on the rise, conquering more and more consumers. Under these conditions, the present study aims to analyze the market and the advertising of gourmet waters in two countries, Brazil and Portugal. Considering the wider market for bottled water, passing through the circumstances of production and large companies, we intend to promote a debate on gourmet waters highlighting elements such as its objective market, that is, customers who know how to value products that set trends and convey a feeling of well-being and exclusivity. These consumers are present in the three countries analyzed and consume water in gourmet stores, restaurants and hotels, being, in general, professional men and women over 25, with purchasing power, who privilege exclusivity and are in search of products that differentiate them from the others and, in the case of bottled waters, generally opt for premium waters. We will also discuss the situation of large companies in the field of bottled water, highlighting their strategies, the presentation of their products in supermarkets in the three countries, observing the appeal of their product and their bottles. The methodology used will be the bibliographic review, combined with the analysis of images of gourmet waters and with the support of the discussion of communicational research.
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Keywords
Água gourmet Marketing de águas Produtos exclusivos Gourmet water Water marketing Exclusive products