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O consumo de produtos alimentares: hábitos, critérios de escolha e fatores de influência na decisão de compra – uma abordagem exploratória
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Abstract(s)
Esta dissertação aborda o consumo de produtos alimentares. Com base nesta temática, desenvolveu-se um trabalho em que o objetivo foi analisar a frequência de consumo dos vários tipos de comida, os critérios que os consumidores utilizam na escolha dos produtos e marcas e quais os meios e pessoas influenciadores que mais contribuem para as decisões de compra de produtos alimentares.
Foi utilizada uma metodologia quantitativa, através de um questionário administrado a uma amostra de conveniência composta por 120 indivíduos. Foi possível constatar que o tipo de comida mais consumido pelos inquiridos é a comida tradicional portuguesa, a comida rápida ou fast food e a comida tradicional de outros países, sendo que a menos consumida é a gourmet.
Quanto aos critérios mais tidos em consideração, estes revelam-se ser a qualidade do produto, a boa relação preço-qualidade e o preço baixo, sendo o design da embalagem o fator que os inquiridos menos dão importância.
Finalmente, relativamente às fontes de influência na compra deste tipo de produtos, foi possível verificar que a opinião dos familiares, amigos e de pessoas conhecidas são aquelas que têm maior importância. Já os e-mails enviados pelas marcas e a opinião dos bloggers são, segundo os indivíduos, os meios que menos influencia exercem no processo de decisão de compra.
This dissertation has as main theme a study on food consumption. Based on this theme, it was possible tried to develop a work in which the objective was to analyze the frequency of consumption of the various types of food, the criteria that consumers used in the choice of products and brands and which media and influencers contributed most to decisions to purchase food products. In this sense, a quantitative methodology was used, where through a questionnaire administered in a sample of 120 individuals, the data were treated in SPSS. In this way, it was possible to verify that the type of food most consumed by the respondents is traditional Portuguese food, fast food and traditional food from other countries, the least consumed being the gourmet. Regarding the criteria most taken into account, these are the quality of the product, the good price-quality ratio and the low price, where it was also concluded that the design of the packaging is the factor that the respondents least pay attention to. Finally, the opinions of family, friends and acquaintances are the most influential sources. Already the emails sent by brands and the opinion of bloggers are, according to individuals, the least influential means for consumers.
This dissertation has as main theme a study on food consumption. Based on this theme, it was possible tried to develop a work in which the objective was to analyze the frequency of consumption of the various types of food, the criteria that consumers used in the choice of products and brands and which media and influencers contributed most to decisions to purchase food products. In this sense, a quantitative methodology was used, where through a questionnaire administered in a sample of 120 individuals, the data were treated in SPSS. In this way, it was possible to verify that the type of food most consumed by the respondents is traditional Portuguese food, fast food and traditional food from other countries, the least consumed being the gourmet. Regarding the criteria most taken into account, these are the quality of the product, the good price-quality ratio and the low price, where it was also concluded that the design of the packaging is the factor that the respondents least pay attention to. Finally, the opinions of family, friends and acquaintances are the most influential sources. Already the emails sent by brands and the opinion of bloggers are, according to individuals, the least influential means for consumers.
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Keywords
Marketing Análise quantitativa Consumo dos tipos de comida Critérios Influenciadores de compra Marketing Quantitative analysis Consumption of food types Criteria Purchasing influencers