Valores Pessoais dos consumidores de iogurtes com a imagem de saudáveis sob a perspectiva da Cadeia Meios-Fim

Abstract

The concerns of human beings with regard to healthy eating activities are increasing. Currently, biotechnological advances have facilitated the emergence of new products with different characteristics of flavor, texture and nutritional composition. Given the above, yogurts are often associated with healthy eating, due to the positive effects they can provide to the gastrointestinal system. In addition, Brazil is one of the largest food producers and exporters in the world, with the food industry being one of the main responsible for the country's pecuniary revenue. From this, the present study aims to describe, from the perspective of the means-end chain theory, how basic human values guide the process of cognitive hierarchical structuring of yogurt consumers with a healthy image, as well as to identify the peculiarities of each profile of consumer segment. For this, three different types of yoghurts considered healthy available on the market were selected: lactose-free, protein and vegan. Lactose-free yogurts aim to serve consumers who have lactose intolerance, arising from the lack of lactase, the enzyme responsible for the hydrolysis of this disaccharide. Protein yogurts are characterized by enrichment through the use of protein concentrate from milk or vegetables, and are usually intended for athletes and practitioners of physical activities. Vegan yoghurts, in turn, are products made from vegetable juices aimed at serving consumers who are concerned not only with physiological aspects, but with questions about the environment and animal welfare. The study used the in-depth laddering interview technique and its respective methodological processes, seeking to identify the relationships between the characteristics of the products, the consequences arising from consumption, which aim to reach final states of existence. The study was conducted with regular consumers of the products in Minas Gerais and some other states in the country, so that the participants were selected according to the interviewees selection criteria stipulated to meet the objectives of this research. The results show that consumers value the 'nutritional information', the 'absence of additives', the 'texture' and the 'taste' of the product, so that it is 'similar to conventional yoghurts'. These characteristics make yogurts a viable 'food option', capable of promoting 'absence of physical discomfort'. The three segments of yogurt consumption analyzed are similar in seeking to avoid harmful situations, achieve goals and feelings of pleasure, as the personal values of 'personal safety', 'achievement' and 'hedonism' were predominant. In terms of differences, vegan yoghurt consumers aim to contribute to animal welfare and the environment, while protein yoghurt consumers seek to improve themselves and be recognized for their physical appearance. The consumers of lactose-free yogurts, in turn, are content with the security of being able to consume the product. Academically, the study contributes methodologically by adopting the use of two distinct cutoff points for the construction and interpretation of the information illustrated by the MHV. In this way, it becomes possible to clearly identify the categories and relationships of greatest recurrence in the hierarchical cognitive system of yoghurt consumers. Finally, the results show that managers must pay attention to the characteristics, consequences and values observed through the statements of the interviewees, in order to create and work on marketing strategies that can build competitive advantages.