CONSUMO DE ALIMENTOS: O RISCO NO COMPORTAMENTO DOS CONSUMIDORES DE BAIXA RENDA / FOOD CONSUMPTION: THE RISK ON CONSUMER BEHAVIOR OF LOW-CLASS CONSUMERS
AUTOR(ES)
PATRICIA GROSSI REIS
DATA DE PUBLICAÇÃO
2006
RESUMO
This study investigates the behavior of low-income consumers when faced with the inherent risks associated with choosing the food items that make up their regular diet. Their restricted budget limits expenditures on necessities such as education, healthcare and entertainment, which in turn, gives the choice of food items a special role in the expression of these consumers` wishes and preferences. This suggests that low-income consumers have a more acute perception of the risks incurred during the selection of the items, something perceived as trivial for wealthier individuals. Since these consumers has no extra resources to undo their mistakes or fix negative consumption experiences, the frustrations spawned from possible purchase errors may be high. The analysis of the risk generating factors and their respective coping strategies, proposed by this exploratory study, reveals the typical complexity of decisions that are subjected to multiple restrictions.
ASSUNTO(S)
comportamento do consumidor risk alimentacao consumer behavior marketing food baixa renda marketing low-income risco
