Comportamento do consumidor de erva-mate em Erechim/RS: explorando atributos e preferências na decisão de compra
AUTOR(ES)
Rodrigo André Cechett
DATA DE PUBLICAÇÃO
2006
RESUMO
The present study was developed with the objective to understand the purchasing behavior of consumers of erva-mate, with emphasis in the attributes considered important concerning the purchasing decision, preferences and habit formation facing the different brand options. The study had also the objective to understand the perception of the consumers concerning the main brands available in town and test a loyalty scale of those consumers. A survey in two different phases was made to achieve the objective proposed. The first phase of the survey was eminently exploratory which involved the survey and the use of secondary data that provided relevant information on the topic. This phase also comprised a qualitative survey through profound interviews with general consumers, producers of erva-mate and a researcher of the area and aimed to provide a better view and understanding of the context of the problem and served as basis for the elaboration of an instrument to collect data in the qualitative phase. In the second phase a descriptive nature survey type inquiry was made based in a cross section with qualitative variables totalizing 400 inquiries made with consumers of erva-mate in the municipality of Erechim, Rio Grande do Sul. As a result, the attributes with higher importance levels were flavor, price, color, smell ant texture respectively. The absence of a direct personal influence was verified on the choice for most respondents in the moment of purchase. However, statistically significant differences were found among the consumers according to sex, age and marital status concerning their behavior in the consumption of erva-mate and its attributes. It has also been observed that the consumers of the sample used in this study have shown a high level of loyalty to the brand of erva-mate and the main brands cited were Cristalina, Aureense, 25, Barão, Rei Verde and Erechim, in this order
ASSUNTO(S)
atributos lealdade attributes administracao marketing marketing consumers behavior comportamento do consumidor loyalty erva-mate
