Queijos finos: aspectos simbólicos e identitários do consumo

Abstract

This study had as objective to investigate how the fine cheeses consumption is permeated with signs and meanings, aspects which contribute to the identity formation and expression of their customers. Through an interpretive approach and qualitative research, the total were surveyed 70 consumers of this product type, in Class C and B, which consumed at least once a month these cheeses. The study was divided into two main themes for subsequent crossing of the results in order to achieve the overall goal proposed. First was done a study on the symbolic consumption of fine cheeses, where 46 respondents, through the complement technique, reported which were the symbolism of this consumption. The second part of the research focused on analyzing the identity of consumers, applying 24 interviews with the purpose of knowing what it represented to them, fact that they are lovers of this cheese type. Both issues have generated information that was treated by content analysis technique, indicating that the fine cheeses consumption through its symbolic aspects of status and sophistication, act differentiating the society, being considered a product restricted to the small portion of the population, not only for financial reasons, but also by cultural aspects of these consumers. The fine cheeses have a great role in social integration, creating pleasant moments with the family and among friends, fact this very remembered by respondents. It is hoped that the results of this research can fill gaps in knowledge about the consumption studies, more particularly the symbolic aspects, as well as being useful for the market in order to reveal identity aspects of their customers.