A carregar...
Publicação
Estudo sobre a Perceção dos Consumidores face a Produtos Alimentares: Análise de Segmentação e Modelação de Equações Estruturais do Comportamento / Satisfação do Consumidor
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 17.61 MB | Adobe PDF |
Orientador(es)
Resumo(s)
O consumo de alimentos é um processo complexo determinado por fatores biológicos, culturais e
sociais. Este Trabalho Projeto tem como objetivo principal conhecer a perceção dos consumidores
face a cinco produtos agroalimentares em Portugal: azeite virgem-extra, carne de suíno fresca,
hortícolas e frutícolas, leite de vaca e iogurtes, e pão de trigo. Para o efeito foi realizado um inquérito
a nível nacional para avaliar a perceção, o comportamento, as preocupações, as expectativas e as
necessidades dos consumidores dos produtos agroalimentares. Foram realizadas 601 entrevistas,
tendo-se obtido um total de 1173 respostas distribuídas pelos cinco produtos considerados. Foi
realizado um conjunto de segmentações de mercado baseadas em análise de clusters, e um conjunto
de modelações, por equações estruturais, visando identificar os fatores explicativos da satisfação dos
consumidores com cada um dos produtos. Globalmente, os consumidores com maior satisfação
destacam-se por perceções mais positivas quanto às promoções, publicidade e informação na
embalagem/rótulo, e por uma instrução ao nível de ensino básico. Entre as dimensões analisadas na
modelação, o Produto é a dimensão com a perceção mais positiva e que globalmente mais influência
a satisfação. O atributo com maior impacto potencial tendo em vista a melhoria da satisfação é o
preço, exceto no azeite virgem-extra e no pão de trigo nos quais é ultrapassado pelo paladar. O
paladar é também um atributo de elevado impacto potencial no leite de vaca e iogurtes e na carne
de suíno fresca, embora nesta última a apresentação e o acondicionamento sejam potencialmente
mais importantes do que o paladar.
Food consumption is a complex process determined by biological, cultural and social factors. The main goal of this Project Work is to describe and understand the perception of Portuguese consumers towards five agro-food products: extra virgin olive oil, fresh pork meat, vegetables and fruits, cow’s milk and yogurts, wheat bread. To this end a national survey was implemented to evaluate the perception, behaviour, concerns, needs and expectations of the consumers concerning these products. Data was collected from 601 interviews, completing a total of 1173 responses distributed by the five agro-food products under study. Cluster analysis was performed for the market segmentation and consumer profiling of each product, and structural equation modelling was performed to identify the factors explaining consumer satisfaction. Globally, consumers with higher satisfaction are characterized by lower education levels and a more positive perception on promotions, advertising and the information on labels. In the models of consumer satisfaction, the Product is the dimension with a more positive perception and also the dimension with higher impact on satisfaction. The price is the attribute with higher potential impact towards the improvement of consumer satisfaction, except in extra virgin olive oil and wheat bread in which the taste is potentially more important than price. The taste is also an attribute with high potential impact towards the improvement of consumer satisfaction with fresh pork meat and with cow’s milk and yogurts, although in the former both presentation and packaging are potentially more important than taste.
Food consumption is a complex process determined by biological, cultural and social factors. The main goal of this Project Work is to describe and understand the perception of Portuguese consumers towards five agro-food products: extra virgin olive oil, fresh pork meat, vegetables and fruits, cow’s milk and yogurts, wheat bread. To this end a national survey was implemented to evaluate the perception, behaviour, concerns, needs and expectations of the consumers concerning these products. Data was collected from 601 interviews, completing a total of 1173 responses distributed by the five agro-food products under study. Cluster analysis was performed for the market segmentation and consumer profiling of each product, and structural equation modelling was performed to identify the factors explaining consumer satisfaction. Globally, consumers with higher satisfaction are characterized by lower education levels and a more positive perception on promotions, advertising and the information on labels. In the models of consumer satisfaction, the Product is the dimension with a more positive perception and also the dimension with higher impact on satisfaction. The price is the attribute with higher potential impact towards the improvement of consumer satisfaction, except in extra virgin olive oil and wheat bread in which the taste is potentially more important than price. The taste is also an attribute with high potential impact towards the improvement of consumer satisfaction with fresh pork meat and with cow’s milk and yogurts, although in the former both presentation and packaging are potentially more important than taste.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Information Analysis and Management
Palavras-chave
Produtos agroalimentares Satisfação do consumidor Perceção Qualidade Agro-food products Consumer satisfaction Perception Quality