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Fatores que influenciam os consumidores na decisão de compra de azeites: um estudo em Portugal e no Brasil
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| 2.57 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Portugal tem forte tradição na produção de azeite, produto com presença quase que obrigatória nos lares portugueses. Nos últimos anos, o país dobrou a sua produção. Boa parte do seu volume é destinado à exportação e o Brasil destaca-se como o principal importador. Apesar do aumento no consumo e da relação comercial estreita entre esses dois países, poucos são os estudos sobre o comportamento dos consumidores portugueses e brasileiros de azeite, principalmente numa visão comparativa quanto às perceções e aos critérios de avaliação para escolha do produto. A presente investigação tem como objetivo identificar os fatores ou atributos do produto que influenciam os consumidores na decisão de compra de azeites em Portugal e no Brasil. Na literatura foi possível identificar a influência de alguns atributos (extrínsecos) importantes para a decisão de compra de alimentos, principalmente azeites, como país de origem, preço, marca, embalagem e rótulo. A fim de compreender o processo de decisão de compra desses consumidores e identificar outros atributos relevantes, num primeiro momento realizou-se uma investigação qualitativa exploratória através de 10 entrevistas, com 5 consumidores portugueses e 5 consumidores brasileiros. Dessa forma, foram encontrados outros atributos (intrínsecos), como tipo de azeite, grau de acidez, cor e sabor. Através da análise das entrevistas, foi possível identificar o desconhecimento dos consumidores sobre alguns desses atributos, principalmente a adequada utilização dos tipos de azeite e o grau de acidez. Noutro momento, a fim de verificar se os atributos identificados na literatura e na investigação qualitativa eram estatisticamente relevantes, realizou-se uma investigação quantitativa descritiva por meio de questionário eletrónico aplicado a 338 consumidores, dos quais 132 foram portugueses e 206 brasileiros. Os resultados obtidos revelaram que país de origem, tipo de azeite, grau de acidez e sabor são os atributos considerados mais importantes para a decisão de compra dos portugueses investigados. Já para os brasileiros investigados, marca, tipo de azeite, grau de acidez e sabor são os atributos considerados mais importantes para a decisão de compra. Embalagem e rótulo, apesar de terem grau de importância menor, também se mostraram influentes na decisão de compra dos brasileiros investigados, nomeadamente o rótulo, por ser o meio mais utilizado para a obtenção de informações. Cor e preço tiveram grau de importância moderado para os respondentes de ambos os países, com sinalizações de que o preço é mais significativo como balizador da compra entre marcas ou produtos semelhantes. Com tais resultados, o estudo mostra-se importante para as estratégias do setor, servindo de base para ações das indústrias e profissionais de marketing e para fins académicos, conforme detalhado no capítulo da conclusão, em que foram deixados indicativos para investigações futuras.
Portugal has a strong tradition in the production of olive oil, a product with an almost mandatory presence in Portuguese homes. In recent years, the country has doubled its production. Much of its volume is destined for export and Brazil maintains it as the main importer. Despite the increase in consumption and the close commercial relationship between these two countries, there are few studies on the behavior of consumers residing in both countries, regarding perceptions and assessment tests for choosing the product. The present investigation aims to identify the factors or attributes of the product that influence consumption in the decision to purchase olive oil in Portugal and Brazil. The literature review made it possible to identify the influence of some (extrinsic) attributes important to the food purchase decision, especially olive oil, such as country of origin, price, brand, packaging and label. In order to understand the purchase decision process for these items and identify other relevant characters, the first step was an exploratory qualitative investigation through 10 interviews, with 5 Portuguese consumers and 5 with Brazilians consumers. Thus, other (intrinsic) attributes were found, such as type of oil, degree of acidity, color and flavor. Through the analysis of the interviews, it was possible to find out that consumers are unaware of some of these attributes, mainly the correct use of the types of olive oil and degree of acidity. In a second step, in order to verify whether the attributes detected in the literature and qualitative research are statistically relevant, a quantitative descriptive investigation was carried out through an online questionnaire applied to 338 consumers, of which 132 were Portuguese and 206 Brazilian. The results revealed that country of origin, type of olive oil, degree of acidity and flavor are the most important attributes for the respondents' purchase decision for Portuguese consumers. As for the Brazilian consumers, brand, type of olive oil, degree of acidity and flavor are the most important attributes for the purchase decision. Packaging and label, despite having a lesser degree of importance, can also affect the purchase decision of the investigated Brazilian consumers, mainly the label, as it is the most used means to collect information. Color and price had a moderate degree of importance for respondents in both countries, and price is the most significant buying point between brands or similar products. With such results, the study proves to be important for the sector's strategies, serving as a basis for industries and marketing professionals and for academic purposes, as detailed in the concluding chapter, where clues for future investigations were presented.
Portugal has a strong tradition in the production of olive oil, a product with an almost mandatory presence in Portuguese homes. In recent years, the country has doubled its production. Much of its volume is destined for export and Brazil maintains it as the main importer. Despite the increase in consumption and the close commercial relationship between these two countries, there are few studies on the behavior of consumers residing in both countries, regarding perceptions and assessment tests for choosing the product. The present investigation aims to identify the factors or attributes of the product that influence consumption in the decision to purchase olive oil in Portugal and Brazil. The literature review made it possible to identify the influence of some (extrinsic) attributes important to the food purchase decision, especially olive oil, such as country of origin, price, brand, packaging and label. In order to understand the purchase decision process for these items and identify other relevant characters, the first step was an exploratory qualitative investigation through 10 interviews, with 5 Portuguese consumers and 5 with Brazilians consumers. Thus, other (intrinsic) attributes were found, such as type of oil, degree of acidity, color and flavor. Through the analysis of the interviews, it was possible to find out that consumers are unaware of some of these attributes, mainly the correct use of the types of olive oil and degree of acidity. In a second step, in order to verify whether the attributes detected in the literature and qualitative research are statistically relevant, a quantitative descriptive investigation was carried out through an online questionnaire applied to 338 consumers, of which 132 were Portuguese and 206 Brazilian. The results revealed that country of origin, type of olive oil, degree of acidity and flavor are the most important attributes for the respondents' purchase decision for Portuguese consumers. As for the Brazilian consumers, brand, type of olive oil, degree of acidity and flavor are the most important attributes for the purchase decision. Packaging and label, despite having a lesser degree of importance, can also affect the purchase decision of the investigated Brazilian consumers, mainly the label, as it is the most used means to collect information. Color and price had a moderate degree of importance for respondents in both countries, and price is the most significant buying point between brands or similar products. With such results, the study proves to be important for the sector's strategies, serving as a basis for industries and marketing professionals and for academic purposes, as detailed in the concluding chapter, where clues for future investigations were presented.
Description
Keywords
Comportamento do consumidor Decisão de compra Critérios de avaliação Atributos Azeite