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metadata.ojs.dc.title: The behavior of bakery consumers
metadata.ojs.dc.creator: Souki, Gustavo Quiroga
Reis, Viviane Costa
Moura, Luiz Rodrigo Cunha
metadata.ojs.dc.subject: Bakery goods
Costumer buying decision
Willingness to pay
Comportamento do consumidor
Decisão de compra do cliente
metadata.ojs.dc.publisher: Organizações Rurais & Agroindustriais 10-Jun-2016
metadata.ojs.dc.identifier.citation: SOUKI, G. Q.; REIS, V. C.; MOURA, L. R. C. The behavior of bakery consumers. Organizações Rurais & Agroindustriais, Lavras, v. 18, n. 1, p. 1-12, jun. 2016.
metadata.ojs.dc.description: The purpose of this study was to understand the behavior of bakery consumers as well as their purchase decision process. A surveywas carried out in two stages. The first was a qualitative approach, based in interview involving 10 proprietors and/or managersof bakeries and 10 consumers based in Belo Horizonte, State of Minas Gerais, Brazil. The second stage consisted of a quantitativeand descriptive characterization. A survey was also performed involving 465 bakery consumers. Results show that consumersattend bakeries mostly to buy perishable food or food for immediate consumption. Besides, the consumers demonstrated positivemental associations about bread, bakeries and baked products, including those produced by other companies than bakeries. Inaddition, consumers are not willing to pay more for baked products than for products from other industries, although they have beenshowing preference for baked products. This preference was based on the following parameters: a) minimum or basic attributes; b)differentiating attributes for the general public and; c) differentiating attributes for specific publics. Therefore, the work includesvarious management and academic implications.
metadata.ojs.dc.language: eng
Appears in Collections:Organizações Rurais & Agroindustriais

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