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Easter Eggs: Not worth how much it weighs

13/03/2013

This article was translated by an automatic translation system, and was therefore not reviewed by people.


 




RIO - There are still nearly three weeks to get to Easter, but the campaign has already begun some time in social networks: "Do not buy eggs, buy bar!" - Already disparaged by some to "do not buy eggs, buy beer." If chocolate is the same brand, why eggs are so much more expensive? A survey made by "Globo More" shows that the grass chocolate made for the Catholic holiday can cost up to 532% more than that of a forward slash (see the comparison here). This account takes the simplified net weight and egg bar and calculates a value per 100 grams of chocolate, not unpacks, of course, the value of packaging incremented and giveaways for children. Still: is there justification for the final price of eggs up to six times the amount of bars and bonbons? On average, the price difference of the 64 surveyed eggs compared to traditional chocolate in four supermarkets River, is less dramatic but still startling: the value of an egg, buy Three tablets (or the equivalent in candy).

The most expensive products are those that come with formats "differentiated" like the Black Diamond-shaped diamond, Lacta, and Alpine, Nestlé, which mimics a giant bonbon - respectively, six and five times the price of chocolate bars its brands Americanas.com site. They will also pay more consumers opting for egg childish, that come with a toy. If the gift is a stuffed animal, then ... Prepare to shell out good money. An egg Lacta with a plastic toy costs, also in Americanas.com five times the bar. Already with a stuffed animal, sells for six times the price.
- Sometimes it is interesting to make a deal with the child and buy a toy - Karina Alfano suggests, the relationship manager of the Brazilian Consumer Defense (IDEC). - It is important to see if the toast is really what you want. Sometimes the package design may lead to error.

Kechinsky Carolina, which owns a network of franchised stores from Cacau Show Porto Alegre, justifies, companies need to pay in order to use high marks characters in toys permitting.

The fact is that, with the appeal of Easter, consumers are willing to pay more. Even eggs that reproduce only simple chocolates, such as chocolate or white version of Nestle's milk, are much more expensive than the bar - almost four times the price in the supermarket World Lapa. According Maribel Suarez, professor of Coppead / UFRJ specializing in consumer behavior at the time of purchase, account plus symbol wrapped in paper gift than chocolate:

- We do not buy products just for their functional aspect. We are willing to pay more or less for symbolic. That is present in the logic consumption as a whole. In the beauty industry, packaging of children's products were turned into toys. A shampoo can be a goldfish, a car.

Aside from the emotions of shoppers each, there are more specific factors that make prices higher Easter eggs. The chief executive of the Association of the State of Rio Supermarkets (Asserj) Aylton Fornari says that the responsibility for the difference in prices is not the establishments. The manufacturers admit that their strategy is and repeat a mantra: although the raw material is the same, bars and eggs are different products. According to Nestle (also owner of Boy) and Lacta, the production process not only requires more employees, as more care to pack and carry. Arcor and Ferrero not answered questions. The Lacta reported that thousand employees hired to work in factories and eight thousand to enhance the service at point of sale - but will sell more. Furthermore, according to the company, there is a team to develop the products of Passover, which begins to work 18 months before the general feriado.As companies begin producing months before Easter. According to Professor of the Faculty of Food Engineering at Unicamp Priscilla Ephraim, egg production begins in August or even earlier. The storage increases business costs. After that, manufacturers need to spend more on transportation, since the eggs are more delicate than the chocolate bars. Priscilla has not explained how this process can endear the product, but believes that charge five times more for an egg "is a bit too":

- It is the law of the market. If demand is high, regardless of the cost of production in a capitalist economy, the price increases.

Professor, Faculty of Food Engineering, Federal University of Grande Dorados, in Mato Grosso do Sul, Gerson Ribeiro Man, specializing in logistics, believes that for an automated industry, the struggles faced in the manufacture of extra Easter eggs justify in part the price increase, but there is a limit: - For an automated industry, I would expect between two and a half times and three times half the price (of the bar), with the arguments presented.

Professor Roberta Thys, Faculty of Food Engineering at UFRGS, in Rio Grande do Sul, agrees that prices are higher at Easter because of demand. Already the businesswoman Carolina Kechinsky believes a price twice as high is understandable. More than that can be "tricky": - To be more than that, the cost of development must have been very high, with special equipment and team of developers.

There is a point outside of the curve. Ferrero's products - eggs Ferrero Rocher and Kinder - are no more expensive than their ordinary chocolates, despite sometimes higher prices than the products of Nestlé, Arcor and Lacta. The grass of imported products sold in the supermarket South Zone, as the Easter egg chocolate Baci Italian also costs the same or less than their original. Ferrero did not disclose the reason for this difference. For Priscilla, as these chocolates are now more sophisticated and require another type of production line, the egg should not be too costly for most manufacturers.

Outside, in fact, the story is a little different. In England, the eggs are also more expensive than ordinary chocolates, but prices are much more inviting. An egg Kit Kat, 100 grams, can be purchased for the equivalent of £ 4.47, while here would cost R $ 14.70 (value is proportional, since the only brand available egg has 340 grams). Outside bureaucratic issues such as taxes, even though the market has developed in recent years, the fact still not be large consumers of chocolate per capita may affect the market.

According to the Brazilian Association of Chocolate, Cocoa, Peanut, Candy and Derivatives (Abicab), Brazil is one of the biggest markets, but today, even consumption per capita is 2.2 pounds per year. Three years ago, was 1.65 pounds - an increase of 33%. A report by the World Cocoa Foundation institution shows that in 2009 (post-crisis), the per capita consumption of chocolate in Europe was 6 pounds - and, in Romania, the country that consumes the product, the number jumps to 15 quilos.Mobilizações and explanations aside, according to the Brazilian Association of Supermarkets (Abras), Easter eggs are 7.6% more expensive this year compared to 2012. But the price tag does not inhibit the optimism of retail. The institution provides 7% increase in sales of chocolate for Easter 2013. Ursulino Neto, the Abicab not said how much the holiday contributes to the annual sales of the chocolate industry.
It merely say that Easter is the "13th month" of the industry.




Source: The Globe - Online

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