Marcas regionais de alimentos: a relação de valor do consumidor como determinante de compra

Abstract

The present dissertation is the result of research that investigated, using the means to ends (MEC) theoretical orientation, consumer behavior regarding food products. Specifically, various brands of coffee and milk, produced in the region of Uberlândia, Minas Gerais, were examined. The principal objective was to identify the cognitive structure of consumers within the established values and their personal attitudes in terms of consumption. Theoretical reference included published research on consumer behavior, values regarding purchasing decisions, the means to ends theory, food habits and the cultural influence of the region. The perceived importance of brands and the acceptance of the examined brands in the local market were also investigated. The methodology applied was qualitative and descriptive in nature with the use of in depth respondent interviews. Since the aim of the research was to understand the cognitive perception of consumers and their buying preferences, the use of MEC, together with the laddering technique, were determined most appropriate. This technique has, as its objective, a specific analysis of the respondents discourse in relation to the topic and provides a description of the cognitive structure used in their purchasing behavior. The results demonstrated that the respondents were conscious of the fact that the products examined were produced locally. The relevance of the study was in the fact that buying preferences were identified. Local production and processing generated confidence and positive attitudes in relation to effects of the products on health and general well being. Among the coffee consumers, the ladder technique identified the significance of a strong taste as the result of a delicious aroma , the satisfaction and the stimulation to go to work and, lastly, the impression of well being provided by the product. Among the milk consumers, flavor, consideration of the product as natural, confidence, health and well being were the attitudes given priority. For professionals in the area of Marketing the present research was instrumental since it provided ideas as to how to best serve local consumers.