Gestão de marcas no setor de laticínios: oportunidades e desafios para marcas regionais do Triângulo Mineiro e Alto Paranaíba

Abstract

Contextualization: The dairy sector holds high economic, social, and territorial relevance in Brazil, with emphasis on the state of Minas Gerais, the main national milk producer and a historical reference in the production of dairy derivatives, especially in the Triângulo Mineiro and Alto Paranaíba regions. Despite significant participation in production and revenue, the chain faces challenges related to competitiveness, differentiation, and market positioning, especially in a context of growing competition, changes in consumer behavior, and the valorization of intangible attributes such as trust, perceived quality, regional identity, and sustainability. In this scenario, brand management emerges as a strategic factor for adding value and strengthening regional dairy brands.

Objective: To analyze how brand trust, perceived quality, and hedonic value influence the purchase intention of dairy product consumers, aiming to identify opportunities for strengthening the competitiveness of regional brands in the milk production chain of the Triângulo Mineiro and Alto Paranaíba regions, in Minas Gerais.

Method: The research is characterized as quantitative and descriptive, based on primary data collected through an online survey applied to consumers residing in the Triângulo Mineiro and Alto Paranaíba mesoregion. The collection instrument was structured with scales validated in the literature, in a five-point Likert format, contemplating the constructs of brand trust, perceived quality, hedonic value, and purchase intention. The final sample consisted of 189 respondents. Data analysis involved descriptive statistics (Jamovi) and Structural Equation Modeling by the Partial Least Squares method (PLS-SEM), using SmartPLS 4 software, including evaluation of measurement and structural models and moderation test by gender.

Results: The results indicated that brand trust and hedonic value have a positive and statistically significant influence on the purchase intention of dairy products. Perceived quality showed a strong effect on brand trust, highlighting its role as a central antecedent in forming trust relationships with consumers. The direct influence of perceived quality on purchase intention was not significant, nor was the moderating effect of gender. The findings reinforce that emotional and relational attributes, associated with credibility and pleasure in consumption, are decisive for strengthening regional brands.

Adherence to the Area of Concentration (Regionality and Management) and Research Line: The research aligns with the Regionality and Management area of concentration by analyzing a strategic production chain for the territorial development of Minas Gerais, considering its economic, cultural, and productive specificities. The study articulates concepts of brand management, consumer behavior, and regional competitiveness, contributing to the understanding of how managerial practices can enhance intangible assets and promote the development of local productive systems. It thus fits into the Organizational and Regionality Management research line by integrating marketing and management strategies with the regional dynamics of the dairy chain.

Impact and Innovative Character in Intellectual Production: The main theoretical contribution lies in the integrated application of the constructs of brand trust, perceived quality, and hedonic value in the context of regional dairy brands, analyzed through PLS-SEM. The innovative character stems from the focus on the consumer as a central element of territorial competitiveness, associating brand management with regional development, in addition to the analysis of the role of intangible assets in adding value to traditional agri-food chains.

Economic, Social, and Regional Impact: The research provides subsidies for dairy chain companies, cooperatives, and managers to develop strategies for strengthening regional brands, capable of increasing added value, loyalty, and competitive differentiation. From an economic point of view, it contributes to income generation and the strengthening of local productive arrangements. In the social sphere, it favors the valorization of regional identity, consumer trust, and sustainable practices. Potential products include technical reports, market diagnoses, and strategic guidelines for producers and industries.

Regional Implications: The results provide evidence applicable to the regions of influence of the Federal University of Uberlândia, especially Triângulo Mineiro and Alto Paranaíba, by indicating ways to strengthen local brands, valorize regional products, and stimulate the competitiveness of the milk chain, contributing to territorial development policies and innovation in agribusiness.