Please use this identifier to cite or link to this item: http://repositorio.ufla.br/jspui/handle/1/10396
Title: Marca, certificação de origem e consumidor de café: um estudo de marketing
Authors: Sette, Ricardo de Souza
Salazar, German Torres
Bartholo, Gabriel Ferreira
Antonialli, Luiz Marcelo
Keywords: Café
Coffee
Marketing
Pesquisa de mercado
Marketing research
Consumidores
Consumers
Issue Date: 17-Sep-2015
Citation: LUNA, R. M. Marca, certificação de origem e consumidor de café: um estudo de marketing. 2001. 126 p. Dissertação (Mestrado em Administração Rural) - Universidade Federal de Lavras, Lavras, 2001.
Abstract: The marketing study aimed the identification ofthe main characteristics of the coffee buying process in supermarkets in Belo Horizonte (MG). Its goals were to characterize the behavior ofthe coffee consumer at the moment ofpurchase, verifying the actual behavior, the brand and coffee's origin influence and the perception of the consumer in relation to the coffees ofMinas Gerais. The theoretic references focused on marketing, coffee environment and consumer's behavior. Quantitative and qualitative methodological procedures were used, combíning buying process observation methods and communication with the consumers through semi-structured interviews. A restrict market was identified, composed by adults, most of them married, from the A and B classes, that buy preferentialfy the ground (toasted and ground). The knowledge related to the brands was high, chaiacterized by a relative fidehty, while the brand fills up their demands in relation to the physical attributes ofthe coffee. The most valorized attributes were: the flavor, the aroma, the brand, the purity stamp, and the quantity ofcups that it makes and the color ofthe coffee. The most remembered brand was the most bought one. Group 1, composed mainly by men, consídered the quantity of cups it makes, the toasting point, the quality, the purity stamp and the package as the most important criteria for buying. And Group 2, composed mainly by women, consídered the color as an important buying criteria and did not consider: the merchandise, the origin, the quality, and the package. The knowledge relative to the certification of the origin was high in relation to the coffee producing regions and to the origin ofthe coffee, but was low in relation to the comparison ofthe coffees ofother cities and states.
Description: Dissertação/tese está disponível online com base na Resolução CEPE nº 090, de 24 de março de 2015, que dispõe sobre a disponibilização da coleção retrospectiva de teses e dissertações online no Repositório Institucional da UFLA, sem autorização prévia dos autores. Parágrafo Único. Caberá ao autor ou orientador a solicitação de restrição quanto à divulgação de teses e dissertações com pedidos de patente ou qualquer embargo similar. Art. 5º A obra depositada no RIUFLA que tenha direitos autorais externos à Universidade Federal de Lavras poderá ser removida mediante solicitação por escrito, exclusivamente do autor, encaminhada à Comissão Técnica da Biblioteca Universitária. / Arquivo gerado por meio da digitalização de material impresso. Alguns caracteres podem ter sido reconhecidos erroneamente.
URI: http://repositorio.ufla.br/jspui/handle/1/10396
Appears in Collections:Administração - Mestrado (Dissertação)



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