Estratégia mercadológica para produtos emergentes: o caso da banana-passa em Belo Horizonte - MG

Abstract

With the intention to identify the preferences of dried banana consumers in relation to its collor, package, form size and label (origin), research was carried aut at the Central Market ofBelo Horizonte, Minas Gerais, Brazil. The main objective ofthe work is to give support to small and médium size producers ofbanana from the north region ofMinas Gerais. The great majority ofproducers do not know what to do in the harvesting season, when the suppy is greater than the demand. The research used the experimental method accompamed by degustation. In phase, they were presented three types of packages: Poletilenium plastic bag, fílm oftransparent PVC, and atray rolled up with a transparent PVC film; two collors: clear (with treatment), and natural (without treatment); three types ofsize: entire, pieces ofone or two centimeters, and pieces oftwo or three centimeters, with explanations about the label/origin ofthe product The analysis was carried aut with the assistance of the SPSS estatistic program. The results allowed to verify that the price, package, aspect, and nutritive worth are the main variables that discriminate in the statistic model.