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BASTOS, M. M. G. Egg market behavior analysis: a case study focusing on Marketing 4.0 trends 2019. 74p. Master’s Dissertation – Faculdade de Zootecnia e Engenharia de Alimentos, Universidade de São Paulo, Pirassununga, 2019. The present study aimed to discuss the market behavior (production, marketing and consumption) of chicken eggs in the last decade and its main trends regarding the technological and digital changes that occurred in contemporary times, considering the focus of the Marketing 4.0 concept created by Phlip Kotler and his team in 2017. A secondary database was used with bibliographic research in census surveys and sector literature and qualitative research with interviews with actors linked to this business chain. Marketing aspects with a focus on promoting the egg segment were also considered, in order to analyze in microenvironment the view of specialists in this important national agricultural sector, considering historical, social and economic aspects from the national and regional perspective. According to the panorama of the egg market in Brazil, organized by the Brazilian Micro and Small Business Support Service (SEBRAE, 2012), production is characterized by intense concentration in few Brazilian states, such as São Paulo, Minas Gerais, Espírito Santo. Santo and Paraná producing, in 2011, more than 60% of the national total. In this sense, domestic chicken egg production recently reached a record 3.6 billion dozen in 2018, an 8.6% increase over 2017, according to the latest results from the Quarterly Animal Slaughter Survey released in March 2019 by the Brazilian Institute of Geography and Statistics (IBGE). The study concluded that there is a movement of increased consumption due to the repositioning of the sector marketing in the last years, although the image of the product still suffers some resistance of the digital audience.

Análise do comportamento do mercado de ovos: um estudo de caso voltado para as tendências do Marketing 4.0