Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry

Brazil is the 4th world market in sales of products of Personal Care Products, Cosmetics and Fragrance (PCPCF). In 2018, almost 2,800 PCPCF companies were regularized at ANVISA. The expansion scenario observed for PCPCF is not reflected in the same proportions in the National Cosmetics Goods Industr...

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Principais autores: Mussi, Lilian, Stettiner, Caio Flavio, Lima, Ednício Oliveira, Moia, Roberto Padilha, Junger, Alex Paubel, Formigoni, Alexandre
Formato: Online
Idioma:por
Publicado em: Max Leandro de Araújo Brito
Endereço do item:https://periodicos.ufrn.br/casoseconsultoria/article/view/21041
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collection Portal de Pediódicos Eletrônicos da UFRN
language por
format Online
author Mussi, Lilian
Stettiner, Caio Flavio
Lima, Ednício Oliveira
Moia, Roberto Padilha
Junger, Alex Paubel
Formigoni, Alexandre
spellingShingle Mussi, Lilian
Stettiner, Caio Flavio
Lima, Ednício Oliveira
Moia, Roberto Padilha
Junger, Alex Paubel
Formigoni, Alexandre
Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry
author_facet Mussi, Lilian
Stettiner, Caio Flavio
Lima, Ednício Oliveira
Moia, Roberto Padilha
Junger, Alex Paubel
Formigoni, Alexandre
author_sort Mussi, Lilian
title Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry
title_short Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry
title_full Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry
title_fullStr Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry
title_full_unstemmed Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry
title_sort marketing b2b - determining factors for goods purchasing in the cosmetics industry
description Brazil is the 4th world market in sales of products of Personal Care Products, Cosmetics and Fragrance (PCPCF). In 2018, almost 2,800 PCPCF companies were regularized at ANVISA. The expansion scenario observed for PCPCF is not reflected in the same proportions in the National Cosmetics Goods Industry, which suffers from competition with imported goods, whose preference is attributed to factors such as lack of availability and price competitiveness. The objective of this study was to analyze the process of purchasing raw materials by the National Cosmetics Industry in order to identify the decisive deciding factors in the acquisition of goods. For that purpose, it was used the research method based on non-probabilistic sampling, defined by accessibility, without associated statistical procedure, with interest in selecting participants with relevant information. As a result, it was observed that, despite the prevailing belief that the price of national goods is not competitive; this is not the main factor in the purchase decision.  The lack of innovation, technology, and effectiveness of the national goods, as well as dissatisfaction with post-sale, time of delivery and availability of material were punctuated as reasons for preference for the imported goods. It was also observed that the motivational factors for acquisition by the National Cosmetic Industry of National Cosmetics Goods Industry goods include rational and emotional elements, which should be considered in the definition of the promotional marketing plan of a raw material.
publisher Max Leandro de Araújo Brito
publishDate 2020
url https://periodicos.ufrn.br/casoseconsultoria/article/view/21041
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spelling oai:periodicos.ufrn.br:article-210412020-07-22T04:43:09Z Marketing B2B - Determining factors for goods purchasing in the Cosmetics Industry Marketing B2B - factores determinantes para la compra de bienes en la industria cosmética Marketing B2B - Fatores determinantes de compra de insumos na Indústria Cosmética Mussi, Lilian Stettiner, Caio Flavio Lima, Ednício Oliveira Moia, Roberto Padilha Junger, Alex Paubel Formigoni, Alexandre Matérias-primas; Indústria nacional; Marketing relacional; Marketing transacional. Raw material, National industry, Relationship marketing; Transactional marketing. materias primas; Industria nacional; Marketing relacional; Comercialización transaccional. Brazil is the 4th world market in sales of products of Personal Care Products, Cosmetics and Fragrance (PCPCF). In 2018, almost 2,800 PCPCF companies were regularized at ANVISA. The expansion scenario observed for PCPCF is not reflected in the same proportions in the National Cosmetics Goods Industry, which suffers from competition with imported goods, whose preference is attributed to factors such as lack of availability and price competitiveness. The objective of this study was to analyze the process of purchasing raw materials by the National Cosmetics Industry in order to identify the decisive deciding factors in the acquisition of goods. For that purpose, it was used the research method based on non-probabilistic sampling, defined by accessibility, without associated statistical procedure, with interest in selecting participants with relevant information. As a result, it was observed that, despite the prevailing belief that the price of national goods is not competitive; this is not the main factor in the purchase decision.  The lack of innovation, technology, and effectiveness of the national goods, as well as dissatisfaction with post-sale, time of delivery and availability of material were punctuated as reasons for preference for the imported goods. It was also observed that the motivational factors for acquisition by the National Cosmetic Industry of National Cosmetics Goods Industry goods include rational and emotional elements, which should be considered in the definition of the promotional marketing plan of a raw material. Brasil es el cuarto mercado mundial en consumo de productos de higiene personal, perfumería y cosméticos (HPPC). En 2018, casi 2.800 empresas de HPPC se regularizaron en ANVISA. El escenario de expansión observado para HPPC no se refleja en las mismas proporciones en la Industria Nacional de Insumos Cosméticos, que sufre de competencia con los insumos importados, cuya preferencia se atribuye a factores como la falta de disponibilidad y la competitividad de los precios. El objetivo de este estudio fue analizar el proceso de compra de materias primas por parte de la Industria Cosmética Nacional para identificar cuáles son los factores decisivos que determinan la adquisición de un insumo. Para ello, se utilizó el método de investigación basado en muestreo no probabilístico, definido por accesibilidad, sin procedimiento estadístico asociado, con interés en seleccionar participantes con información relevante. Como resultado, se observó que, a pesar de la opinión predominante de que el precio nacional de los insumos no es competitivo, este no es el factor principal en la decisión de compra. La falta de innovación, tecnología y eficiencia de los insumos nacionales, así como la insatisfacción con la postventa, el tiempo de entrega y la disponibilidad de material, fueron señalados como razones para la preferencia por la importación. También se observó que los factores motivadores para la adquisición por parte de la Industria Nacional de Cosméticos de un aporte de la Industria Nacional de Cosméticos comprenden elementos racionales y emocionales, que deben considerarse en la definición del plan de marketing promocional para un aporte O Brasil é o 4º mercado mundial em consumo de produtos de Higiene Pessoal, Perfumaria e Cosméticos (HPPC). Em 2018, quase 2.800 empresas de HPPC estavam regularizadas na ANVISA. O cenário de expansão observado para HPPC não é refletido nas mesmas proporções na Indústria Nacional de Insumos para Cosméticos, a qual sofre com a competição com insumos importados, cuja preferência é atribuída à fatores tais como falta de disponibilidade e competitividade de preços. O objetivo desse estudo foi analisar o processo de compra de matérias-primas pela Indústria Cosmética Nacional com o intuito de identificar quais são os fatores decisórios determinantes na aquisição de um insumo. Para tal, foi utilizado o método de pesquisa baseado em amostragem não probabilística, definida por acessibilidade, sem procedimento estatístico associado, com interesse em selecionar participantes com informações relevantes. Como resultado foi observado que, apesar de prevalecer a opinião de que o preço do insumo nacional não é competitivo, esse não é o fator principal na decisão de compra.  A falta de inovação, de tecnologia e eficácia do insumo nacional, bem como insatisfação com pós-venda, tempo de entrega e disponibilidade de material foram pontuados como motivos para a preferência pelo importado. Também foi observado que os fatores motivacionais para aquisição pela Indústria de Cosméticos Nacional de um insumo proveniente da Indústria Nacional de Insumos para Cosméticos abrangem elementos racionais e emocionais, que devem ser considerados na definição do plano de marketing promocional de um insumo. Max Leandro de Araújo Brito 2020-07-22 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://periodicos.ufrn.br/casoseconsultoria/article/view/21041 Revista de Casos e Consultoria; v. 11 n. 1 (2020); e11111 2237-7417 por https://periodicos.ufrn.br/casoseconsultoria/article/view/21041/13014 Copyright (c) 2020 Lilian Mussi, Caio Flavio Stettiner, Ednício Oliveira Lima, Roberto Padilha Moia, Alex Paubel Junger, Alexandre Formigoni

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