Estratégias de marketing para o mercado de queijos finos: um estudo no varejo de Belo Horizonte-MG

Abstract

This research aimed at identifying the main characteristics of special cheese market in Belo Horizonte-MG, specially in the proposition of marketing strategies to that market through a process ofmarket segmentation. Theoretical references focused on strategies, marketing research and consumer behavior. Methodological proceedings of both qualitative and quantitative types were used, mixing the observation of the buying process and interviews with buyers. A restrict market was identified, consisting of upper and upper-middle class individuais who consume the product mainly as appetizer and with na average frequency of two times a month. Knowledge about production regions and brands was moderate, due to the lack of information in sliced products packaging. Degustation was found out to be an important promotional activity, that should be mixed with more information about the products. Two distinct buyer groups were identified, through the segmentation of their altitudes and beliefs. One ofthegroups is more acquanteid special cheeses, believing they are healthy products and showing less resistance to daily consumption. This group contains a considerable percentage of individuais that do not usually consume meat. Therefore, this group deserves more attention, through the positioning of special cheese as an altemative to meat consumption, ensuring both its relationship to healthandthe mtrinsical pleasure in consuming it.